You may think that branding and
brand management are considerations only for your company's marketing and
advertisement teams, and not necessarily a top priority when it comes to trade
show stands and pop up displays. This couldn't be further from the truth!
Creating a consistent brand image that’s carried out through all avenues, from
brochures to pop up displays, is a necessity in today's market.
Consistency Is Key.
The most important thing to
remember when branding your exhibit is to be consistent throughout the
presentation. All banner stands, backdrops and promotional materials must
follow through with your company’s brand image. There are multitudes of trade
show display products that can be imprinted with your brand logo, but the key
to effective brand management is to ensure that each printed logo appears
exactly the same. The font, color and shapes used should be in agreement
throughout the display to ensure a clean, concise representation of your brand.
You might also coordinate the colors used in the backdrop, drapes and rugs to
match your logo – a subtle, yet incredibly effective method!
When creating a trade show stand
or pop up display, it’s also imperative that you step outside your booth and
take it in through the eyes of your eventual attendees. Is your message being
communicated successfully through the exhibit? If not, make adjustments before
it's too late and you've wasted valuable time and money on an ineffective
display. Of course, it won't matter if you have the most appealing trade show
stand in the venue if the employee representing your company doesn't reflect
your brand image. Before leaving for the show, take the time to outline what is
expected of employees in terms of appearance and message delivery.
Don’t Go Over The Top!
If you're looking to increase
brand awareness and sales, a cluttered display is never the way to go! If
there’s too much going on in a trade show stand, attendees will not only be
confused and overwhelmed, but they're also likely to pass right on by.
Conversely, a clean, simple trade show
booth design will attract crowds; and with the right combination of
simplicity, uniqueness and the occasional giveaway, it might also be the talk
of the event, generating buzz around the venue. So, be sure that your exhibit
focuses on one clear message conveying who you are and what you do, and carry
this throughout this graphics, printed materials, and verbal presentation.
Keep in mind, creating simple pop
up displays and trade show stands does not mean they should be boring! Separate
yourself from the pack with vibrant designs and colors, unique business cards
and giveaways - all incorporating your brand message. An enticing giveaway that
includes your company logo and contact information is always a sure bet, but be
careful when choosing promotional items. Try to select giveaways that are both
small and reusable or, at the very least, difficult to throw away. Candy or
food with a logo printed on the wrapper will soon be out of sight and out of
mind, but a flash drive or water bottle can be used multiple times, serving as
a lasting reminder of your company's brand.
Do you want a custom
trade show exhibit that meets your marketing goals and highlights your
brand in a way that you want to be seen – and that too, at an affordable price?
Contact a corporate event
production agency with an in-house fabrication team that can design and
build your dream trade exhibit for you today!