YOUR TRADE SHOW BOOTH IS A VEHICLE FOR YOUR BRAND MESSAGE. "TODAY, MOST PRODUCTS AND SERVICES ARE BOUGHT NOT SOLD." YOUR EXHIBIT DESIGN IS AN EXPRESSION OF YOUR BRAND
YOU MAY HAVE A FANTASTIC EXHIBIT ARCHITECTURE.
HOWEVER, IF YOU DO NOT HAVE THE RIGHT BRANDING CONSTRUCTS, YOU WILL BE STRUCK BY THE PLIGHT OF BEING GENERIC — FASTEST ROUTE TO FAILURE!
CONSTRUCT OF SHAPE
"A brand’s logotype should be designed to fit the eyes. Both eyes."
Better yet, if you have a shape nested in the logo, you can be creative with it and use it stylistically to draw attention. See example below.
Focus on the 'A' in the middle. It is a key hole, waiting to be unlocked.
CONSTRUCT OF CONTRAST
"The power of a brand is inversely proportional to its scope. When you put your brand name on everything, that name loses its power." Same concept is effective for your booth design. Do not slap your brand logo in equal form and dimensions all over the exhibit walls. See above left. 'AGARI'. logo treatments vary from wall to wall. Notice, the texture on the tall tower creates a contrast with colored graphic walls on the side.
CONSTRUCT OF COLOR
"A brand should use a color that is the opposite of its major competitors." There are basically 5 colors (red, orange, green and blue) and then you have the neutral colors (black, white and grey.) Below, are some of the trade show friendly colors, raging from lime greens to red, fuchsia, magenta and regal purple.
CONSTRUCT OF UNIQUENESS
In a world of copycats, where all brands are 'similar but better', driving a brand proposition that is unique is the most difficult feat. in the short term a brand may seed an unique idea or concept, but in the long term the unique idea disappears. All that is left is the difference between your brand name and the brand name of your competitors. To establish yourself as an unique brand it pays to discover and re-discover your brand presentation — it can be an unique hanging sign, a robotic hand that delivers your presentation (see examples below) or better yet, some creative extrapolation of your brand visuals. For starters, start with with the Law of the Word — if you want to build a brand, you must focus on owning a word in the prospects' mind. A word that nobody else owns.
CONSTRUCT OF CULTURE
"A brand is not built overnight. Success is measured in decades, not years. Markets may change, but the essential characteristics of your brand should not." They may be given a new slant depending on the prevailing culture of the brand tribe but the essential characteristics should be consistent. See below: Illustrations and characters based on cartoon characters of the comic books that hooks the attendee at the deep sub-conscious level.