Everybody’s branding is different – or it should be. But, the ultimate goal is the same: a brand that is differentiated and profitable. Below, we look at the marketing principles you can adopt for an effective branding strategy.
- Be Different
The first question you should ask your exhibition contractors is: will your initiative contribute to your brand’s differentiation strategy – or is it just a copy of the competition? A successful brand will stand out in the consumer’s mind. If you can’t give your target market something to remember, your brand is going to fall short.
- Remain Focused
Any decision in terms of a new product launch, a new market or even new distribution channels has to start with this important question: is the initiative in line with what your brand is known for? The more focused your brand, and exhibition branding, is, the more chance it has of breaking through the clutter. If you try to be too many things, you’ll end up being nothing.
- Keep Things Simple
People don’t have the longest attention spans these days, which can make trying to make your brand stand out incredibly challenging. You have all of about 10 seconds to make a sensational first impression. That’s why you need to keep things simple, memorable, and focused.
In other words, keeping it simple means focusing on the essentials and ditching everything else. For instance, if it’s a product you’re promoting, simplicity means easy to use. In marketing terms, it’s all about using plain language and getting straight to be point. It really is a case of less is more.
One way to make sure you’re keeping things simple is to ask for feedback from exhibition attendees whenever you can. Make sure they’re getting your brand’s message quickly without confusion or having to ask questions.
- The Visual Appeal
Aesthetics plays an incredible important role in a buyer’s decision, regardless of whether or not they’ll actually admit it. Marketing materials and even product packaging that look great can make all the difference between a hit and a miss. Marketers often make use of visual appeal as a differentiation point, especially in categories where competitors don’t pay much attention to how they present their brands to the world.
Keep in mind that between two stands with the same features, products or services, attendees are going to choose the one that is more appealing to the eye. That’s because the visual appeal goes hand in hand with better functionality and overall user experience.
- Be Consistent
Most brands today are competing in a noisy, saturated environment where their main message is hard to get across. You need to be repeating your differentiating message over and over so that your target market understands it.
Consistency is about a clear, simple core message along with a well thought out communication strategy that reinforces that message time and again.
Use these 5 marketing principles to adopt an effective branding strategy for your next exhibition or business event and ensure your brand communicates clearly and remains top of attendee’s minds for a long time after.