THE IMPORTANCE OF BOOTH BRANDING: HOW TO BUILD BRAND AWARENESS AT TRADE SHOWS

Participating in a trade show is a unique opportunity to get your brand in front of the right audience and create brand awareness.

The success of it however depends upon how your booth is promoted to your audience. This is where trade show branding matters. 

The right booth branding and exhibit branding will give the attendees the opportunities to network with your brand and experience at first-hand, your products. Similarly, as an exhibitor you get to enjoy several benefits. Like for instance, meet prospective clients; gauge the response of the audience to your brand and products/services; and above all, forge lasting business relationships with vendors and other businesses.

BUILDING BRAND AWARENESS 

Trade show branding is crucial to your success at the trade show. 

Here are some ways to build effective booth branding and shore up the popularity of your brand.

MAINTAIN PROPER STAND BRANDING TECHNIQUE

Your brand is more than your logo or name or even slogan. It is also all about the experience that your customers’, existing and prospective, have with your company and product/service.

Hence, you need to have a stand branding technique that revolves around what your brand stands for, and the personality you want to convey.

Talking about your brand personality, define it as a person with a distinct personality inclusive of traits that your brand represents and does.

Additionally, your brand should have 

Positioning statements with a story about it. This should be used as brand messaging throughout your company materials.Fonts, colors, and other visual elements that match its personality and create your corporate identity.

Overall, your stand branding technique should boil down to one thing, that is, your audience should think of when they think of you. 

ENSURE PROPER EXHIBIT BRANDING 

Proper exhibit branding is hugely important. If you want to be perceived by your audience as the leading brand in it’s your domain area, then it needs to exhibit a booth design that reflects your brand’s position today in the industry. 

Hence, the way your exhibit is displayed will speak a lot about your brand. Remember, the look and feel of your trade show booth including the colors and finishes, make a loud statement. 

You need to have a trade show display that is as large as your space can accommodate it. 

Choose a display that works best for your brand. For the right choice, hire a qualified designer and go through a catalog of various earlier trade show booth designs. This will give you an idea of what your trade show exhibits will look like.Make sure your display includes a booth design that blends seamlessly with your current brand image, that is, the same logo, and the color choices as presented in your marketing materials. Additionally, the signs and graphics should also sync with those presented in marketing and other printed materials. More importantly, the booth design and text must be easy to read and see from a distance; and also instantly recognizable.

Overall, you need to create a meaningful brand image that will compliment it effectively at the trade show. Visitors will generalize your exhibit branding as reflections of your brand.

HIGHLIGHT YOUR BRAND LOGO & IMAGE

Your booth display should adopt what’s called as ‘top down booth branding’. This will give enough space in your booth for marketing as well as sales opportunities. 

The booth display should include:

Your logo and company name, displayed at the top of your booth. This should be followed by the brand message.Messaging about your products/services; and your unique selling proposition, that is, company’s ability to resolve customers’ requirements, and pain points. All of these should be displayed at eye-level.Images about your products/services; and brand, where they need to be included. Make sure to include only powerful images that influence people more than words.

Keep the text in the display, brief and crisp, in a way they don’t overshadow other aspects of the booth display. Also, ensure that the booth display includes fonts and colors that truly represent your brand.

A guerrilla marketing campaign before the trade show event can also go a long way to amplify your brand awareness to attendees. 

The campaign can include:

POP-UP EVENTS: It’s a budget-friendly tactic to introduce your brand and generate awareness.TEMPORARY STREET ART: It involves creating a mural or graffiti, by partnering with a local artist. This should preferably be done in high-traffic areas where many attendees will see it.SKYWRITING: It gets your brand in front of the right audience and is especially suitable for events that are held outdoors. Although its effects only last for a short while, it can help to spread the word if done through social media channels.OUTDOOR ADVERTISING: Termed as a massive marketing opportunity, it offers an interactive and immersive experience to viewers.

Overall, the success of a guerilla marketing campaign depends upon how it is executed. If done properly, it can work wonders as a booth branding tactic and also promote brand awareness. Besides, it is low-cost and effective that projects a bold statement.