A tick mark, a golden arch and an apple are symbols of some of the most well known and globally recognized brands of today. See a tick mark and you remember Nike, a golden arch, McDonald's and an apple, Apple ipods. These brands inspire faith and trust in the minds of consumers. Therefore, it is extremely important for any company – big or small to have a brand image and identity that will distinguish them in the minds of the consumer (A brand can encompass - your company name, your event name, your logo and colors).

When operating online, the importance of a continuing your offline brand identity online significantly multiples because of two reasons – the first, the intangible nature of the internet and the second, customers are more likely to book with a brand they recognize then one they do not. So, if you are planning on using the wide reach of the internet to boost attendee numbers, it is extremely important to brand your online marketing channel (event website) and other marketing materials – newsletters, emails and invitations with your offline event branding. By continuing your offline branding to the online front you help attendees co-related the campaigns more easily.

In addition to branding your event website and newsletter, it is extremely important to add your event branding to your ‘Booking Pages'. If you look at the snapshots of the event website and its booking engine, you will see that while the booking page gathers all relevant information it does not provide your registrant with an event branded booking experience.


As you can see, the lack of branding on your booking engine pages makes the pages dull and unattractive in comparison to your website. Moreover, this oversight makes you lose out on the opportunity to imprint your brand identity on your registrant's minds. This can prove to be costly as brand value reflects how your event is perceived by the marketplace i.e. target audience and the value of the brand for a web-based event may have heightened importance due to the intangible nature of the web.

One of the best online event management solutions in the market today is EventAvenue. It has a highly customizable Booking Engine that allows you to modify your booking engine pages to match your event branding. EventAvenue has a standard registration format that you customize to suit your requirements. You can change the colors; add new fields, headers, footer and your event logo. By customizing your booking pages, you add continuity from print to online. It also reassures customers about the security of their payments, as they do not realize they have left your website. One of key reasons behind abandoned booking is the abrupt switch from the event website to the payment site.


EventAvenue is also a multi-currency solution, this means that you customers can pay for their registration or ticket in their local currency without worrying about conversion rates. Its highly flexible interface also enables you to carry on your event branding to other event material such as badges and invoices.

To summarize, by adding your event branding to the booking pages you accomplish two goals – the first, you provide your registrants with a branded booking experience and second and more importantly, you reassure interested attendees of your events and websites authenticity. This will help ease the registration and payment process. So, when selecting an online event solution provider, remember to check that the solution can be customized to suit your requirements.