At Tom Higgins we are very good at connecting you, your brand and your marketing with creativity and design in a way that helps your company to stand out from the crowd and promote your business in a visually noticeable and professional way. I’m talking about taking your brand by the hand, getting to know and understand it and finding out from you where you see your business in your industry and how you would like to be perceived by the outside world.
The first most important thing you must understand (If you don’t already) is that your ‘brand’ is not only about a logo. The logo just represents the brand. Your brand encompasses everything about your company – from the way staff answer the phone, how communication is dealt with, right through to the look of your reception area.
Here are some suggestions on what we think visually works and what doesn’t in terms of building brand awareness at a trade show or other event:
- Make sure you can be seen clearly from as far away as possible. Build to the height permitted by the organisers and ensure your stand is clearly visible.
- Think about where you place your company in the market. If you represent high quality your exhibition stand has to reflect that. Think about who your product or service is aimed at and focus on creating a stand that reaches out to your target audience.
- Choose your stand designers/contractors carefully. Their guidance and support can help to create the best opportunity for your success at the show.
- Be different. Do you really want to merge in with everyone else? Think about what you can do that is new and eye catching. Get noticed (in a good way of course!)
- Keep it simple. When it comes to pictures, choose key images that represent the feeling or message you wish to portray.
- Text should be minimal. Your stand is there to attract attention and encourage visitors to find out more. A visitor must immediately understand what it is you do, otherwise you are likely to loose their attention.
- Stand staff should be friendly, welcoming and knowledgeable about the company and its products and services. Their appearance must reflect the company image. This could mean smart and businesslike or relaxed and casual as long as they dress appropriately for their role.
- Keep things tidy. Take rubbish away or store it out of sight. Keep printed material topped up and neatly placed.
Ultimately this is just one part of the jigsaw of a successful exhibition. As with logos being part of a brand, exhibiting successfully is not just about the stand design – it’s also about getting all of the other pieces in place from thorough preparation beforehand through to following up with visitors after the event.