How Does an Event Represent Your Brand Identity?
- Molly Phillips
- Aug 11
- 3 min read
Before any of our projects make it into the design and build phase, we think about this question:
How do we best express this brand identity?
After all, it’s the heart of what we do. Your exhibition stand needs to fit in as part of your wider messaging. That way, it is recognisable to your old faithfuls, and a meaningful introduction to newbies.
To get to the centre of that question, we have to employ a few key methods.
Brand Identity and Brand Code Diligence
Events are a mode of visual storytelling. From the message you tell with your exhibition stand’s shape, and the immersive activities on offer, people make a judgement based on first impressions.
That means that a lot of thought goes into effectively using and displaying your brand codes and assets for all to see.
For example, when Aviva approaches us with an event they want to attend, our priority is that really distinctive yellow, and its contrasts of blues, purples and blacks.
These brand codes work so well at events like BIBA or Airmic, because Aviva is an industry leader; those codes are already part of the language of these kinds of events. People look out for them, and are reassured by seeing them. Visually, it announces an already-cultivated presence.
But it works for all kinds of brands, because diligent use of brand codes is also a good way to introduce your brand to newcomers. Where Aviva’s bright colours are a way to announce their presence, for a smaller brand, yours might be used to differentiate you from your competitors, to outline your special corner of the market, or even just to say, visually: ‘hello, we’re here, and this is what we look like.’
Brand Identity within the Pieces of a Marketing Puzzle
Another important step is thinking about how this event or exhibition stand fits within your wider marketing mix.
This depends on where you’re at with your audience, and what you need to do next to help your business thrive.
So, for those smaller or newer brands mentioned before, you might be looking to raise awareness with your event. That means those brand codes are put to use to introduce you; which aspects can be taken from your messaging and your visual assets to best represent, succinctly, who you are and what you do?
If you’re more established, however, it’s about consistency. We consider: does this use of colour, style, and shape make the brand look recognisable, in line with previous events, and their online presence? Is it distinctively, and undeniably them? Do they look like themselves, even in a medium such as events which is a bit more out-of-the-ordinary for them?
At the end of the day, brand comes down to the associations people make when they hear your name, or think of your industry.
Your brand presence is what exists in the mind of the overstimulated consumer.
And events represent that, IRL, in miniature.
Brand Identity and Brand Storytelling
But you might be wondering what sorts of aspects we’re referring to. The things that come together to make you, you.
Well, here are some examples. It can help to have a think about these, and decide on what’s important to you, before getting started with your event. That way, we can sharpen these ideas together.
Brand Heritage and Story - this is bound to be entirely unique, so will help everything come together to create your brand world
What you need right now - not philosophically-speaking, just in terms of your marketing plan. Are you at the awareness stage? Or do you want to build loyalty? What about launch a new product? Basically, why are you going to this event at this time?
Who is your ideal audience member? What do you want them to get out of meeting you? What do you want to get out of meeting them? This helps us make a space that’s functional, rather than just pretty.
Because a Brand Experience Should Be Your Brand, Experienced
If you’ve got ideas, we’ve got solutions! Get in touch today to find out more.
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