Why event brands need to rediscover the power of branding
From Glastonbury to Web Summit: Lessons in creating emotional connections that last
At Twipe’s recent Digital Growth Summit in Brussels, one message stood out: branding is no longer optional - it’s essential. Although this summit was directed at news publishers, it is just as apt within the event space.
Specialising in digital innovation for publishers, Twipe annually brings together industry leaders at their Growth Summit to explore strategies for digital growth. This year the focus fell squarely on branding, audience engagement, and the importance of technological adaptation. The increased focus on brand is essential in a world awash with distractions, where trust in institutions is shaky, and audiences are looking for authenticity.
Branding isn’t about a logo or catchy tagline anymore; it’s about creating a connection - something that resonates deeply with your audience and implores them to keep coming back. If this is important for media brands, even more so for event brands.
Here’s what I’ve learned from this summit.
1. Building loyal communities starts with branding
I’ve always felt that the real magic of an event isn’t just what happens on the day - it’s the feeling people carry with them long after it’s over. A strong brand sets the tone for that experience. It is continued brand messaging that creates the reason for someone to decide to show up in the first place, and what keeps them coming back year after year.
In a world where misinformation and digital overload are everywhere, your brand becomes the anchor. It tells attendees who you are and what you stand for before they walk through the door.
Who to take inspiration from: Think about TED Conferences. I’ve always admired how their brand is so much more than an event - it’s a movement. "Ideas worth spreading" isn’t just a tagline; it’s a mission that brings people together, whether they’re speakers, attendees, or fans watching talks online. That’s the power of branding done right.
2. Reaching new audiences means meeting them where they are
I’ve written about this before and it was also a theme at the recent PRCA Conference in London, but the one thing I continue to notice (some will say “especially with younger generations” but I differ) is how people’s choice of how they consume content has changed. They’re not reading the Sunday papers or waiting for an email invite - they’re on social media or wherever they choose to be. They are part of niche online communities. Your brand needs to be there too, and it needs to be honest and genuine.
If we want to grow our events, we have to adapt. It’s not enough to rely on old-school methods; we have to show up in the spaces where new audiences are hanging out and we need to speak their language.
Who to take inspiration from: The Glastonbury Festival has adapted to the changing media landscape, leveraging platforms like Instagram, TikTok, and YouTube to create excitement and attract diverse audiences. Beyond traditional promotional methods, they use vibrant storytelling, behind-the-scenes content, and influencer partnerships to keep the festival relevant. For instance, their live streams on platforms like BBC iPlayer don’t just serve existing fans - they act as a magnet for new ones who might never have considered attending.
This strategy of blending compelling visuals, digital storytelling, and inclusive messaging has helped Glastonbury feel more like a shared cultural event than just a music festival. It’s not just about ticket holders - it’s about engaging with wider communities and staying part of the cultural zeitgeist.
Just like Coachella in the US, Glastonbury has shown that reaching new audiences means creating a sense of FOMO, and being authentic in the spaces where those audiences already are. This is crucial for events wanting to grow and thrive in a digital-first world.
3. Branding reduces costs over time
I know investing in branding is expensive and can feel like a big ask (I have seen event brands go under because they have not invested in brand content), especially if budgets are tight. But here’s the thing: a strong brand doesn’t just attract attendees - it keeps them. When people trust and love your brand, you don’t need to spend as much on high-frequency marketing campaigns to fill seats. Your reputation does the heavy lifting.
Who to take inspiration from: Look at the Cannes Film Festival. It’s so iconic that it barely needs advertising anymore. When I think of Cannes, I immediately picture exclusivity, glamour, and the pinnacle of cinema. That’s the kind of brand equity every event should aspire to build - where the name alone is enough to draw the audience.
4. Great brands attract talent
People forget that branding isn’t just about attracting attendees - it’s about drawing in the right collaborators. Whether it’s speakers, performers, or sponsors, people want to associate themselves with events that align with their values and elevate their profiles.
Who to take inspiration from: I’ve seen this play out with Web Summit, the world’s premier tech conference held annually in Portugal. Their branding is “Where the tech world meets”, and this has made it a magnet for the biggest names in the industry. It’s not just an event; it’s a platform for thought leaders to make their mark. And that only happens when your brand has clarity and purpose.
A final word. For me, branding is the heartbeat of any event. It’s the emotional connection that keeps people engaged, the reputation that draws collaborators, and the trust that turns a first-timer into a loyal advocate.
In a crowded events landscape, your brand is what sets you apart. It’s how you tell your story and invite others to be part of it. The events that thrive tomorrow will be the ones that invest in their branding content today.
Ask yourself. What does your event stand for? How are you telling that story - and more importantly, do you employ the right people to tell - and distribute - that story?