How many brands are you exposed to on a daily basis? From the moment you get up to the moment you go to bed, you are likely exposed to hundreds if not thousands of brands, just in a single day. Each and every brand is thoughtfully designed to lend itself to a certain clientele, attract customers, make an impact on customers and, hopefully, create return customers. When branding is done well, a simple image or logo is all it takes for a consumer to recognize a trusted brand and, once that has happened, a business often reaches a different level of success. For example, Nike is a company that manufactures a lot of products from shoes to sporting goods to other athletic wear. There are many other companies that also manufacture all of those things but if you see their signature “swoosh” on a shoe, you know exactly who made it – Nike. Without even seeing the word “Nike” you inherently know that the “swoosh” means that it is a Nike product. When a brand can speak for itself it tells the customer that it is a good, trusted product from a successful company. Forbes explains the importance of building a brand, “Looking out into the world today, it’s easy to see why brands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet…No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands. In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community. Brands can rally people for or against something. Products are one dimensional in a social media enabled world, brands are Russian dolls, with many layers, tenets and beliefs that can create great followings of people who find them relevant. Brands can activate a passionate group of people to do something like changing the world.” Essentially, successful branding adds an imperceptible worth to a business or product. But, that branding does not just magically happen, it is a thoughtful execution of marketing that helps a business develop its brand. There are many ways to market your business and a variety is recommended to reach a diverse demographic and one great way to “brand” your business is at trade shows. Not just any trade show display will make an impact so it is wise to invest in a custom trade show display to help your business properly develop its brand.
Businesses often make the mistake of simply renting a standard generic trade show display and then placing their signage or banners, products and other marketing material in the booth for a show. This may seem fine at first glance but in a sea of similar products or direct competitors at a trade show your business may just get lost in a sea of logos and noise. A custom trade show display presents a unique way to brand your business and market directly to consumers and other business so that you can establish your brand. When you design your trade show display do not over-clutter it and mix the message you send, you want customers to be able to see your brand, see your products and clearly see your logos and message so that they retain it – creating brand recognition. Nobody wants to read walls of text about a business or product, they want to know what your brand is about, what you are promoting, who your business is and why they should spend their hard earned money on your products. When a trade show attendee walks around they will be inundated with messages from various booths and businesses, focus on one message about your business so that they are not further confused. Keep them focused on what is most important. When you have invested in a custom trade show display you can take it to multiple trade shows and rework it to best promote your business for each trade show. It is an investment in your business and brand that will pay for itself time and time again.