Design Your Trade Show Display Unit
To Reflect Your “Brand Essence”

The look and feel of your trade show display unit needs to emulate your product’s brand essence. Brand essence is a way of articulating the emotional connection and lasting impression that defines the qualities, personality and uniqueness of a product.

A product’s brand essence characterizes what it stands for in the minds of customers. It embodies core competencies, advantages, culture and values.

As you travel from event to event promoting your product, consider whether your exhibit, as a whole, supports the message and image you want and need to deliver.

Ask yourself if all of the design components of your trade show display fully support your product image and reputation. Examine with a critical eye your banners, colors, graphics, signage and lighting treatment.

Even consider how your brand essence is reflected in your exhibit display tables, accessories, promotional items, and even flooring.

In addition, the professionalism and dress of your booth representatives plays a key role in delivering a positive image and supporting your product’s brand essence.

Brand essence should be viewed as long-term positioning. It is reflected in the quality and evolution of a product, how it is communicated and marketed, the type of care and concern customers receive, and the way stakeholders support the brand.

That’s why the design and portrayal of your trade show display, while appearing to be just a single component in the scheme of a greater marketing and sales initiative, is so intrinsically important and linked to your ability to achieve long term and success.

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