Branding is defined by the American Marketing Association as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
In the instance of the Chevron City to Surf for Activ, branding is vital due to partnership and sponsorship agreements made with external parties.
Every piece of documentation including but not limited to; press releases, emails, newsletters, event guides and marketing material needs to have the official Chevron City to Surf for Activ logo on it, as seen below.
Additionally, in written communication such as emails, press releases and published media it is essential that the event name is written in full, being the 'Chevron City to Surf for Activ' not the City to Surf or Chevron City to Surf.
Even when emailing press releases I am required to include a disclaimer note reading:
**Note: Please be sure to refer to the event by the official event name 'Chevron City to Surf for Activ' in all media.
By mentioning the disclaimer in my email I have reiterated the importance of branding and secondly I have covered myself in the instance that the event is not referred to correctly.
Due to Chevron's agreement as the exclusive naming rights sponsor for the event, Chevron must approve all logos and marketing material that is produced. This communication between Corporate Sports Australia and Chevron regarding the branding of the event allows both parties to have a sound understanding of the Chevron City to Surf for Activ brand and what it stands for within the community.
The first press release I produced I had several instances where I referred to the event as the 'City to Surf' but today having produced 15+ press releases it has become second nature to write the event name out in full.
In the instance of events; branding also allows the public to make the connection between the event and social media initiatives. In the case of the Chevron City to Surf for Activ, the hash tag #CTSjourney is being used via social media platforms including Twitter and Instagram. Through the branding efforts made by Corporate Sports Australia and associated parties this hash tag is immediately recognisable to the public to be in relation to the Chevron City to Surf for Activ.
So far I am very much enjoying my internship at Corporate Sports Australia and am looking forward to seeing all the behind the scenes preparation come together on the 25th of August. I look forward to updating you all on my progress and sharing my experiences with you.
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