- 1. What’s your story? Defining your venue’s unique identity
- 2. Visual harmony: logos, colours, and creating a consistent look
- 3. Communicating your brand: tone of voice and messaging
- 4. Adding depth to your brand: beyond the basics
- 5. The digital stage: online theatre branding for theatres in the 21st century
- 6. Building loyalty: the key to long-term success
- 7. Conclusion: theatre branding that deserves a standing ovation
- 8. Further reading about theatre branding
Suddenly Barnaby Bingley, manager of the Thespian Theatre in Upper Bottomley, ran a hand through his already dishevelled hair. “It’s just… lacklustre,” he sighed emphatically, gesturing to the faded posters clinging to the walls. “We put on cracking shows, the audience loves a good laugh, but the theatre itself… it’s a bit of a wallflower.” He knew instinctively that his beloved theatre needed more than a lick of paint; it needed a brand, a voice, a visual identity that would sing from the rooftops (or at least, from the billboards). With a sigh, he realised he needed to focus on some theatre branding.
What’s your story? Defining your venue’s unique identity
Every theatre, from the grandest West End stage to the humblest village hall, has a story to tell. It’s about more than just the plays; it’s about the history, the atmosphere, the feeling you get when you step through the doors. Is your venue a bastion of tradition, steeped in theatrical history or, conversely, a daring innovator, pushing the boundaries of performance? Perhaps it’s a welcoming community hub, where everyone feels at home. Defining your theatre’s unique identity is the crucial first act in the play of theatre branding.
Barnaby scratched his chin thoughtfully. The Thespian Theatre… what was its story? Was it the creak of the old wooden seats, the ghost light’s gentle glow, the shared anticipation before the curtain rose? Or, was it the place where young lovers had their first date, where families laughed together, where the mundane was forgotten in the magic of the stage. It was a storyteller, a dream weaver, a memory maker…. Then maybe that was the story they needed to tell.
Visual harmony: logos, colours, and creating a consistent look
When you’ve identified your narrative, it’s time to translate it into a visual language. Your logo is your theatre’s signature, the emblem that whispers (or shouts!) your personality. Choose colours that evoke the right emotions: a deep crimson for passion, a sunny yellow for joy, a sophisticated navy for elegance.
Then, choose the right typeface: serif for traditional (maybe “old-fashioned”), sans-serif for modern, block for bold. And avoid gimmicky typefaces like Comic Sans, or illegible typefaces like handwritten styles.
Consistency is paramount. From your website to your signage, your programmes to your social media posts, a unified visual style creates a powerful theatre brand identity and builds instant branding recognition. Imagine the Thespian Theatre’s advertising: no longer a mishmash of styles, but a cohesive and compelling visual story, instantly recognisable, whispering, “Come in, the show’s about to begin.”
Communicating your brand: tone of voice and messaging
Obviously, your brand isn’t just about looking good; it’s about sounding good too. Your venue branding extends to your tone of voice, the words you choose, the way you interact with your audience. What is your theatre’s audience demographic and how do you relate directly to that audience? Are you witty and playful? Warm and inviting? Formal and refined? Also, how does this impact on your choice of colours, typeface, and logo?
Think about your messaging. Each tweet, each Facebook update, every email is an opportunity to tell your story, to reinforce your values and your brand, to build a relationship with your community. And in today’s digital age, effective online marketing for theatres is essential for reaching new audiences and keeping your loyal patrons engaged.
Barnaby’s initial despair began to transform into excitement because he began to imagine the Thespian Theatre’s new voice: friendly, funny, and full of theatrical flair, beckoning everyone to experience the thrill of live performance. And he knew that Redcentaur could help him bring this vision to life.
Adding depth to your brand: beyond the basics
But branding goes even further than logos and language. It’s about the entire customer experience. Consider the little things: the friendliness of your box office staff, the comfort of your seating, the quality of your refreshments. These elements contribute to the overall perception of your venue branding and shape the audience’s lasting impression. Every interaction your audience has with your venue creates an impression of your brand, your website, your social media account, your reviews, your venue, your staff, your performances, and the overall experience you create.
At this point Barnaby envisioned a welcoming atmosphere from the moment patrons stepped through the door of the Thespian Theatre. He imagined ushers with a twinkle in their eye, comfortable seating that encouraged relaxation, and a bar serving locally sourced treats. He knew that these details, combined with a strong visual and verbal brand, would create an unforgettable theatrical experience.
The digital stage: online theatre branding for theatres in the 21st century
In today’s digital world, a strong online presence is non-negotiable for any theatre seeking to thrive. Online marketing for theatres encompasses a range of strategies. Not only building a user-friendly website but also engaging with audiences on social media.
Your website is your virtual box office, your online brochure, and your primary tool for communicating your brand. It should be easy to navigate, informative, and visually appealing. Social media platforms offer a fantastic opportunity to connect with your audience on a more personal level, sharing behind-the-scenes glimpses, running competitions, and building excitement for upcoming productions.
Barnaby, initially daunted by the digital landscape, realised its immense potential. He envisioned the Thespian Theatre’s website as a vibrant online hub, showcasing the theatre’s personality and making it easy for patrons to book tickets and stay informed. He saw social media as a way to build a community of theatre lovers, sharing their passion and connecting with the magic of the stage.
Building loyalty: the key to long-term success
Ultimately, successful theatre branding is about building loyalty. It’s about creating a connection with your audience that goes beyond a single performance. It’s about making them feel valued, appreciated, and part of the Thespian Theatre family.
This can be achieved through various means, such as offering membership programmes, hosting exclusive events, and actively seeking feedback. By fostering a sense of belonging, you can transform casual theatregoers into lifelong supporters.
Barnaby understood that the Thespian Theatre’s future depended on building a loyal audience. He imagined a theatre where patrons felt a sense of ownership, where they returned time and again not just for the shows, but for the unique and welcoming atmosphere.
Conclusion: theatre branding that deserves a standing ovation
Crafting a compelling brand is not a one-time task, but an ongoing process of evolution and refinement. It requires careful planning, creative execution, and a deep understanding of your audience. But the rewards are immense: a thriving theatre, a loyal following, and a lasting legacy.
And Barnaby? With Redcentaur’s expert guidance, he transformed the Thespian Theatre into a resounding success. The once-faded posters were replaced with eye-catching designs. The website became a bustling online community. Social media buzzed with excitement. The Thespian Theatre wasn’t just a place to see a play; it was a brand, a beloved institution, a vital part of Upper Bottomley’s cultural landscape. And Barnaby, no longer stressed but beaming with pride, stood in the lobby, greeting patrons with a warm smile, knowing that the show, and the brand, would go on.
Are you ready to give your theatre’s brand a standing ovation? Contact Redcentaur today. We can help you craft a compelling identity, develop a powerful online presence, and build a loyal audience.
Further reading about theatre branding
Creating a buzz: essential strategies for a theatre website
Align your visuals with your identity: Redcentaur’s brand strategy service
Must-have theatre website content
About the author…
Glenn has been a web developer and graphic designer since the early 1990s. He has followed the development of HTML, JavaScript and CSS from the beginning and has caught on to newer technologies, such as PHP.
Never resting, Glenn tries to keep abreast of new developments in his areas of expertise and is always keen to pass on his knowledge to help the web and graphic design community to improve user experience.
Glenn set up Redcentaur to offer easy access to the internet for small businesses and individuals, without the cloud of mysticism that surrounds internet technology. The stated objective of Redcentaur is to demystify the web for the uninitiated by offering easy-to-use, end-to-end web solutions and hosting at accessible prices.
