Top 5 Fundamentals of Good Branding in Live Marketing & Events

Branding; it's about more than just colours.

Communicating who you are to your audience is a key part of making them invest in your brand story and offering, which is what makes a successful live marketing campaign.

Here's our top advice for connecting with your audience:

1. Consistency is Key

   • You don't want to confuse or overwhelm your audience; too many fonts, mismatched colours or styles can harm your image and put people off investing time or money into what you have to offer.

   • Clear and concise messaging is key to establishing confidence in your brand; you want to craft an experience, not just convey information. Try to avoid cluttering your graphic panels with unnecessary or unreadable text.

   • You want to be remembered for the right reasons - it sounds obvious, but avoiding garish colour schemes, low quality stand build, clerical errors or poor service are essential to building a successful brand presence on the show floor and beyond.

     
     

2. Keep it Relevant

   • Make sure you're keeping an eye on emerging trends in your industry or event circuit - your stand contractor will know the best ways to incorporate these into your design without moving too far away from the core brand identity you've built up.

   • Employ relevant visual markers that clearly communicate to your audience what industry or budget range you operate in, suited to the calibre of clientele you're looking to woo.

   • Using styles and colours appropriate or indicative of your industry or offering is vital not only in attracting the right audience, but also in shaping your brand identity and establishing consistency, thereby generating trust.

     
     

3. Know Your Target Audience

   • Building an ideal customer profile can be a helpful step towards understanding your target audience's behaviour and psychology, providing guidance for your sales team and direction for your stand designer.

   • You need to know who are trying to persuade or entice, and why; identify their wants, needs, and responsibilities - use this to communicate how your brand can be of service to them or solve their biggest challenges.

   • Being aware of your setting means knowing the right context to employ bright or childlike presentation vs muted, neutral monotones and high end bespoke professionalism - and everything in between.

     
     

4. Get Your Messaging Right

   • Copy text, images and graphic panels should be:

     • Visually appealing - Think experiential; although less immediately informative, a bit of conceptual advertising can pack much more of a 'punch', generating far more initial interest and enticing your target audience to take a closer look.

     • Interactive - Encourage your audience to engage with your brand by getting involved in activities face to face or via audiovisual elements; you can use votes and surveys to start discussions and collect useful data about your peers or buyers, raising your own stand ROI.

     • Informative - It's a good idea to convey at least some key info about your products and services, but too many words can detract from the visual appeal or cause visitors to disengage, so prioritise clarity, but keep it short and sweet.

     • Persuasive - you need to grab attendee's attention, quickly showing why they should buy from you, and how your brand can add value or solve the challenges they face in their work.

       
       

5. Stay Memorable

   • Branded merchandise provides a tangible anchor to remember their experience, and this can also act as a source of secondary marketing when used outside the show floor, distributing your logo around the venue and surrounding public areas.

   • Interactive elements - giveaways, competitions and surveys all contribute to providing added value to your visitors, which helps generate goodwill and build a positive brand reputation.

   • Exhibitor experience can be massively enhanced with complimentary food or beverages. Dedicated baristas, bar and catering areas can help create spaces for building a sense of community and fostering new business connections.

     
     

So there you have it; the science of good branding at live marketing and events.

What are you waiting for - let us help you put it to good use on the showfloor!