Why Less Brand and More Vision Can DOUBLE Your Event Referrals

We’ve all seen it. Marketing and event graphics packed with logos, taglines, and corporate jargon that look more like ads than invites.

They’re polished, on-brand… and unfortunately, often ignored.

Here’s the problem: when posts focus too much on your brand and not enough on the value or vision of the event, potential attendees don’t know why they should care. The message gets lost.

If the marketing materials don’t tell us “what’s on the tin” - who it’s for, what I’ll get, or why it’s exciting - why would I attend, like or share?

At InGo, we see it time and time again. Customers who move from brand-heavy event titles and graphics to relevant, inclusive, people-first visuals and event themes consistently see 2x more leads and referrals.

When you make your event about your audience, not just your brand, they’ll become your best promoters. And if they’re using InGo, they’re way more likely to share with their audiences that they’re attending.

TL;DR? What Works:

• Don’t just call your event “Brand name + summit”. Who is it for? What will they learn? What’s the theme? 
• Keep the logo visible but subtle. Let the event message take the lead.
• Use visuals that reflect people and purpose, not just logos or taglines.
• Include event themes or speakers so it’s instantly clear what it’s about.
• InGo makes it super easy to share a personalized graphic in seconds. No editing or downloads from your attendees required.

The Challenge: Brand vs. Vision

Event marketers are right to be proud of their brands. But when every share feels like a corporate ad, it stops being an invitation and starts being an annoyance.

People want to share events that say something about them, their interests, their communities, their goals. A good event graphic should feel like a VIP invite, full of hype and ideas, not a press release.

Our data shows that graphics featuring clear themes, speakers, and relatable imagery consistently outperform logo-heavy designs and event titles that just revolve around the brand name, and get 2x more referrals.

The Balance: Brand + Vision

Getting this right doesn’t mean losing your brand. It means pairing it with your event’s purpose.

Take Money20/20, for example. Their visuals are a perfect mix of strong brand identity and bold event storytelling. The event title is clear - the event is about money. The brand supports the vision; it doesn’t overshadow it.

The goal isn’t to hide your logo. It’s to make your audience feel like they’re sharing something exciting, an experience they can’t wait to attend, not just promoting a company.

How InGo Helps

InGo makes this balance easy. Our platform lets your marketing team upload as many different graphics as they want. They can trial and error which work well (and which don’t). And within a couple of clicks, your attendees can share these to their audiences.

• Easily upload as many different graphics as you want, and allow attendees to choose from multiple.
• InGo automatically personalizes posts for every attendee, speaker, sponsor, exhibitor, judge - you name it. No additional input needed from you or them.
• You can now also include shareable videos.

And because everything is integrated and automated, teams save hours. No back and forth with designs or incorrect wrong information. All while doubling engagement and referrals across your campaigns.

Our customers prove it every day.

Want to Double Your Referrals?

Already a customer? Check out our best practice tips here, or talk to your Account Manager about optimizing your event graphics, adding video and share strategy with InGo.

Not yet a customer? Request a demo today.