The One Thing You Must Do Before Designing Your Next Exhibit
Designing your next corporate exhibit is an exciting process. Working directly with our trade show and exhibit consultants, you brainstorm on ideas that build brand equity and establishes authentic connections with potential and existing customers.
Before you dive into the creative process, however, there’s one thing you absolutely must take care of first—establishing a consistent brand. A successful exhibit will increase brand awareness, but if your brand is constantly changing over time, your hard work will be for nothing. Read on to learn why consistent branding is so important and how you can use it to elevate your face-to-face marketing strategy.
What does branding include? What is an immersive brand experience?
Branding describes the image your company portrays to customers through consistent use of certain advertising elements. Some aspects of branding—like your logo and color scheme—are obvious. Others may be a bit more subtle. For example, you might establish a particular tone of voice by using some keywords and phrases while avoiding others. Each one of your branding decisions will send a message about who you are and what customers can expect from their interactions with you.
Why does consistent branding matter?
It may be tempting to “update” your brand every few years to capitalize on the latest advertising trends, but constantly changing your brand will only hurt you in the long run. Consistent branding promotes brand recognition so that a prospect is familiar with you by the time they are ready for your services.
This brand recognition helps establish trust with your prospects. Once someone is familiar with your brand, they’re less likely to feel like they’re taking a chance on an unknown company. Even on a subconscious level, they’re going to be inclined to trust you instinctively.
Why? Well, a consistent brand implies professionalism, purpose, and stability. It tells customers that you’ve been around for a while and aren’t going anywhere anytime soon, so they can depend on you. A well-designed brand also gives you some control over the impression you make on prospects and customers. Is your company professional and formal? Light-hearted and humorous? Cutting edge? Classic? A consistent brand in line with your ideal image will send a clear message of who you are and what clients can expect from you.
How do you incorporate brand consistency?
You may think that keeping the same branding for years on end is boring, but that couldn’t be further from the truth. Creative advertising within your established branding guidelines can be extremely memorable. Coca-Cola, Dove, and Budweiser are just a few leading examples of brands that stay true to their established identity, yet continue to put out powerful and effective advertisements.
At your next trade show or event, look for a way to make your creative elements support your overarching brand message. If your company is classic, consider a theme that subtly underlines that part of who you are. If your organization is cutting-edge, consider bringing in a speaker who fits that image. These are great ways to move into the realm of the unexpected without sending conflicting messages about your brand.
One more thing—branding shouldn’t just be consistent over time. It also needs to be consistent across all of your marketing efforts. In other words, your exhibit should have a similar “feel” to your website, company collateral, and even your business cards and email signatures. When customers see the same branding messages (both explicit and implied) again and again, they solidify their understanding of who you are and why they can depend on you. This is key to establishing authentic relationships with life-long customers who know you, trust you, and introduce you to others.
Is your brand consistent and immediately recognizable? Or do you need help establishing and sharpening your brand’s message? Wherever you are in your marketing journey, we can help you incorporate who you are into your trade show exhibit in a strategic, seamless, and simple way. Contact us today to speak with one of our exhibit consultants.
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