Your branding is what sets you apart from your competitors in your industry. It is the way that you define your company and what gives your business and your products and services their identity. This means that your brand messaging is how you communicate with potential customers, clients and the public at large about your business.
Simply put, creating effective brand messaging is the most essential aspect of marketing your products and services. Companies that do this well (think Coca-Cola, Apple, Nike) succeed, and those that don’t usually struggle and eventually fail. So, one of the most important things that you can do at your next trade show is to make sure that you effectively convey your brand message to attendees.
Brand messaging doesn’t just mean making sure that the staff at your trade show display booths are talking about your company in the right way. It extends to logo and banner design, marketing materials (pamphlets, brochures, interactive kiosks) and even your social media presence. That is why you must be thinking creatively and strategically when honing your brand message for the next trade show. Trade show exhibits provide you a unique opportunity to create an interactive experience that allows attendees to step inside your world for a few minutes. It is essential that you harness this opportunity and make the most of it.
How do you do that? First of all you want to follow the old adage, KISS: Keep It Simple, Stupid. Don’t overcomplicate your message. If you have a new product that you are demoing, distill its features down into a sentence. What is the most essential feature of this product and why? If you are trying to communicate that your company is on the cutting edge, you should start by having a demonstration that shows not just how you are faster or more efficient than your competitors, but how you are thinking a step ahead of them. If you want to be innovative, you need to show people something that they not only haven’t seen before, but that they haven’t even considered before.
Your display booths at the trade show can provide you an excellent venue to convey your message about your brand, whatever that essential message may be. Keep it simple and make sure that you let your trade show exhibits do the talking for you.