Business Events: Why Branding Matters

In the world of business, there’s no room for standing still. If you want to stay ahead of the competition, you need to make sure your company is getting noticed – and from gaining a following on social media to exhibiting at an event, cohesive branding is key to building a recognisable brand.

In today’s post, we’re taking a look at why branding matters for your business and how you can harness the power of personality to execute a successful business event.

business branding

Business events: why exhibit?

1. A chance to tell your story – when it comes to marketing, immersing an audience in your brand’s story is becoming more popular than ever. Whether you work in retail and are looking to influence the customer journey or you’re preparing for a business event and want to ensure your company’s values are accurately reflected, it’s important your brand’s voice is heard loud and clear.

2. Boost brand awareness – while social media, website design and business posters can be an effective way to get your brand noticed, events provide mass exposure. From branded t-shirts for your team to personalised business cards bearing your logo, use this opportunity to ensure your branding is as visible and consistent as possible.

3. Breaking down the brand-consumer divide – with technology making it easier than ever to connect with your audience, it’s easy to overlook the importance of face-to-face interaction. Events offer a chance for businesses to break down the brand-consumer divide with real-life engagement and build relationships with their audience.

4. Networking opportunities – as well as meeting other exhibitors in your industry, business events provide a platform from which you can connect with professionals from all sectors. This gives you an opportunity to gain knowledge from other industries and establish relationships with attendees and exhibitors who are influential in the business space.

Building a brand to believe in

Brand loyalty derives from a commitment to your audience; once they know your business and recognise your brand, return custom becomes more likely. From selecting your logo design to being consistent with font colours, cohesion is key – and integrating this across all platforms will increase your chances of building a recognisable brand.

When looking at the bigger picture of your brand, it’s worth considering:

  • Your values – are you confident you understand your business’ values and message?
  • Your voice – how do you want to portray your message and where is the best place for your voice to be heard?
  • Your audience – do you have a defined target audience and do you know what they’re looking for from your brand?
  • Your platforms – is your voice consistent across all channels?

Planning your next business event

business brandingAhead of exhibiting at a business event, preparation is key. You’ll be exhibiting among a sea of professionals who will have done their research and be ready to engage with their audience – so there’s no room for complacency. There are a number of things you can do to ensure you’re prepared for exhibiting on the day, including:

1. Social media – whether it’s a big business expo or a one off pop-up, promoting your event on social media is a sure-fire way to drum up interest and guarantee a great turn out on the day. Channels like Twitter and Facebook provide you with an opportunity to showcase your brand ahead of an event, ensuring your audience becomes familiar with your business before you exhibit.

2. Promotional materials – adding printed promotional aids to your marketing toolbox can help boost brand awareness. From business cards to banner stands, find the materials that work best for your business and bring them to the event.

3. Choose the best team – picking the best team for the job can be the difference between leaving an event with an armful of leads or disappointing your audience. This is where planning is crucial – as you and your team discuss what you’re hoping to achieve from the event and how this will be measured. It’s vital that the staff representing your business at your next event are well versed in the company’s culture and values – adding yet another string to your branding bow.

4. Outline your goals – as a business, you should be clear on your company goals and brand message. This will largely inform your event and help you plan the best ways to target your demographic.

5. Prepare to follow-up – failing to follow up is where several successful businesses lose clients. After an event, keeping your brand fresh in attendees’ minds is crucial – and whether this is an email, a Twitter follow or a friendly phone call, outreaching at the earliest opportunity will increase your chances of converting interested prospects into clients.

From your pre-event promotion to exhibiting on the day and then following up post-event, branding should inform every step of your business event – and with these planning tips added to your arsenal, you can ensure your next event is as successful and lucrative as possible.

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