The Importance of Branding at an Exhibition

When a company has an international show programme, it can pay to take this as far as producing brand guidelines for your exhibition stand, in the same way most companies do for their corporate literature. There are several advantages to this. It means visitors to a show will recognise the style associated with the brand and can also offer economic benefits.

A case in point is the Michelin exhibition stand we have recently built at Farnborough International Airshow. The stand not only shared the same architecture and style as the other exhibition stands we have built for Michelin at Eurobus and the Commercial Vehicle Show, but it shares the same architecture as their other stands globally. Of course the Bibendum man helps, making the stand instantly 'Michelin'!

The economical and environmental advantages of employing consistent branding on your exhibitions are clear. It is a widely accepted notion that typefaces should be the same weight and size in different brochures for instance - but why not make panel sizes on stands the same size and material.

How else can branding help with your exhibition? Good branding and noticeable signage can help steer visitors to your stand. The effort put into pre-show marketing, such as sending out invitations with a stand visual on it can give familiarity to prospective visitors. Good stand branding can also pay out after the show - getting the all important photograph with your stand logo into magazines can provide excellent PR and advertising.