To event planners, creating their own personal brand is a must to stand out among hundreds of competition in the market. As an event planner, there really is no limit to what you can do if you complement creativity with hard work and commitment. But all that will be lost if you do not cultivate your own personal brand, the YOU in the business of events organization. With the industry continually in upswing, this gives you a bright future up ahead—but only when you do it right. Creating your signature brand then, requires careful thought. The same can also be said with businesses building their own “signature brand” via events organization.

Instead of the usual sponsorship deals or philanthropic means by donating funds, top brands like Clinique, Coca Cola, sports outfitters like Nike and Reebok, insurance companies, and various organizations are joining the fray in the hope of sustaining their personal brand with something else. Clinique, for instance, has set its eyes on UK’s fun run extravaganza—Run or Dye, a 5K run wherein runners are thrown with dyed powder every 1K they finished, and “Kiss It Better”, another fundraiser. In both these events, Clinique is posting itself as a brand ambassador for beauty, creativity, fitness, and of course, the life of the party! Fun is what it’s selling and every run brings in a huge pack of brand awareness and in-store promotions, too.

It is important to understand that this is not an entirely new concept though. Businesses used to promote causes as well as advocacies and then, using such support as a means to promote their brands. Today, however, they tend to be more hands-on in the realm of event organization. Think about The Body Shop and its signature campaign versus animal testing, Kenneth Cole’s AWearNess events and campaigns, TOMS shoe revolution, Hanes for the homeless, Shake Shack’s Great American Shake Sale, Dunkin Donuts Cop on a Rooftop, and many more.

From one event to another, there is literally a personal brand littered all over it without anyone knowing. It’s a marketing campaign but one that’s solely based on social responsibility. While it cannot be denied that certain businesses do events to make their businesses endearing to the bevy of supporters for a particular cause or advocacy, it is still a welcoming change. Truth of the matter is that—no event in history has ever happened without the financial backing of businesses and, in a way, their brands.

Bottom line is: Both event planning and business markets are enjoying the concept of personal branding vis-à-vis social responsiveness. As brands continue to use events to forge trust and loyal following from its new and existing customers, event planners also continue to flourish. This mutualistic-symbiosis offers a perfect alignment of sustainability in the business arena. While event organizers or planners build their personal brand to deliver unique ideas, businesses are also doing its best to create a persona that allow closer relationship with its customers. All in all, the concept of personal branding allows a harmonious fusion—something that brands, event planners and consumers are just too willing to embrace.