Event Design and Branding

What is event branding?

Event branding means defining and setting out your brand in the setting of an event. This event will usually be a trade show or exhibition, but could be a market or a festival depending on the nature of your product. Event branding is slightly different to your usual company branding, in that you will want to try and incorporate something to match the event itself and appeal to the audience that attends.

The centerpiece of your event design will be your exhibition stand. Depending on your space, you may choose:

• Bespoke exhibition stands – designed and constructed from scratch to your exact design
• Display stand – a stand design, typically built to specifications from the event, to showcase your business
• Roller banners – a smaller, pop-up presence that you can easily put up, take down and take along with you to your next event

Whatever type of event stand you choose, you need to make sure it does its job of setting you apart from the herd and making customers want to visit.

Why you need strong event design?

Purchasing an event stand at an exhibition can be a significant outlay for your business, but if you get it right, the rewards are clear.

Events are an opportunity for you to go out there and meet your audience. You can talk to them about their pain points and position yourself as a solution. You can get feedback on what is working in the marketplace and what isn’t. You can win new customers and sell more products. Many big brands use events to launch new products into the market. What’s more, you can do it all over the world, taking your brand to new territories.

However, if your event stand and branding are dull and the same as everyone else’s, you’re likely to blend into your background while your competitors reap the benefits.

Case Study: Event Design and Branding for The Healthy Back Bag

What makes a successful event stand design?

An event stand needs to do three things:

• Attract customers – make an impact
• Be consistent with your existing brand (with bespoke elements for the specific event)
• Be a comfortable workplace for your events team

Case Study: Event Design for Libman Products

Your requirements for your event stand depends on many things, so make a detailed plan before you start:

• What is the purpose of your event stand? – Are you launching a new product? Are you trying to win new customers?
• Who are the attendees? – Your event design will be different depending on if you are going to be in front of consumers or business customers
• What message do you want the attendees to receive when they see your stand?

You will also need to think about the type of space you have purchased from the organisers. If you only have a small space, your design considerations will be different from what they would be if you have a large, prominent space.

You will need a stand, with branding that stands out and catches the eye of your attendees. You will also need to work out what you want to do with your floor space. Will you need a place to demonstrate your product? Will you have a space to talk to customers? You may also need marketing materials, such as flyers and business cards.

In today’s connected world, most events will have a digital presence. You will also have to consider how you want to promote your brand on the event’s website and mobile app.

If this sounds like a lot and you need some expert help, it’s time to talk to March.