Every time an attendee interacts with a brand on the trade show floor, an opportunity exists for that company to influence their audience’s perception. As marketers focus on branding strategies in an effort to better connect with the target market, they must ensure program messaging and visual components communicate their brand’s mission and value. To do so, they need to integrate brand personality with exhibit design to create an exceptional branded experience in 2019. Here are a few suggestions to get you started for your next trade show exhibit.
Brand personality is the way a brand behaves or communicates with its users. It’s basically a set of human characteristics or traits assigned or embedded within a brand. In a previous post, we mentioned how important colors are to your overall brand identity. Because people’s likeness towards a brand can be greatly persuaded by color, it’s imperative to consider brand personality based on colors that suit the characteristics of the product or company you’re trying to sell.
How do you want your brand to be seen? What do you want your targets to learn about your brand? How do you want to educate them about brand products? Marketing professionals spend a significant amount of time identifying the perfect colors in their branding, often looking for colors that inspire action and create lasting emotional connections. Thus, the colors selected to represent your brand personality should not only compliment the overall brand identity, but should also embrace a tone that aligns with your company’s marketing strategies and goals.
Your brand personality and voice are what allows your business to make a personal connection with your target audience. As you develop your brand personality, identify human personality traits to help crystallize the experience you want to deliver. People want to see the humanity within a business, so don’t be afraid to indulge them.
A trade show exhibit with stunning design will undoubtedly make a huge impact on the trade show floor, leaving a memorable impression on attendees. Design, in all its disciplines, is a strategic business imperative, and for an entire company to receive recognition on the show floor, brand architecture is the differentiator – not just a decorative structure of art.
Using your brand personality as a compass, marketers are able to identify and build an environment around differentiated value. This way of thinking considers how all products, services, solutions, and people play a role in delivering value over time. Leveraging your brand strategy to keep you on course can help your exhibit design flex to customers’ needs while still staying true to the heart and soul of what makes your company different.
Skilled marketers and detail-oriented designers seek to use unique accent colors, lights and structures within their exhibit space to intrigue onlookers and encourages them to visit. After all, your brand is defined by those who experience it, right? Use brand architecture to create a vision, stimulates the senses and elicit desired reactions.
Brand experience is defined as all the interactions people have with a product, service or organization. What most brands are aiming for is a continuous engagement with their audiences. Creating a brand experience is an opportunity to set the foundation for what people should think, feel and do. It’s those companies that use branding, marketing, and customer experience to create a world where every touch and each reaction was by design.
Think about how you want people to feel about your company and its products or services when someone enters your exhibit. Connect your brand and its products with something customers can smell, taste, feel, see or hear. Align your goals and investments in technology to deliver more meaningful and shareable experiences that form a more immersive and embracing brand relationship. Shared experiences influence the impressions of others and forms unique bonds between those in the industry. Having a clear, differentiated and relevant brand is what is going to bring every touch point together into a single cohesive, emotive and meaningful brand experience.
A brand is so much more than its name or logo. Understanding the behavior, aspirations, and values of targets will help support how your company stands out on the trade show floor. Interested in learning more about creating an awesome, custom exhibit design for your next trade show? Contact us today and see how Exhibitus can help elevate your trade show program!