Looking Distinctly YOU in Events Marketing
Event marketing is a fab opportunity to make a public statement about what your brand is, and what you do.
That's why your brand assets matter, helping you occupy the space in that corner of the busy hall, with those particular busy people.
As Byron Sharp, Mark Ritson and Jon Evans discuss in this video, being different is not the same as being distinctive and being eye-catching is not the same as being YOU.
So, then, what does make you distinctively you? What does it mean to occupy a space with relative distinctiveness? And how can that distinctiveness you've honed online translate itself into real life exhibition stands?
Let's have a look...
What is Relative Distinctiveness?
It's one thing to stand out because of bright colours and spectacle. That's a competitive way of standing out. It doesn't have much to do with you, your brand, or what you do, specifically. It has everything to do with competing, visually, with others in your industry.
You can be unique by slapping a bright colour on things and having a cool feature to draw people in, but that doesn't define your brand.
In other words, it does not make you distinct, it just makes you loud.
Mark Ritson claims the goal is 'relative differentiation' and distinctive identity-carving. It's not to be unique, for the sake of it, but to position your brand as having 'more of something than other brands do within the category'
Relative distinctiveness is about looking like YOU in a room full of people.
It comes down to brand assets, brand positioning, and messaging, all taken into consideration WITHIN the category of your industry.
So, within the insurance industry, bright assets might be a lot more distinctive, relevant to that particular group of people.
But, in the cosmetics industry, it might be more distinctive to choose more natural, muted colours in a sea of bright colours.
It's relative.
Shout about what makes you, YOU, rather than what makes you not-them.
Why is it Important to Look Distinctively YOU
Jon Evans discusses this on LinkedIn, but the importance of a distinctive identity comes down to the fact that customers aren't a bottomless wallet, handing out cash for new products every day.
They buy a lot less frequently than you might hope.
That means that there isn't an endless surplus of income available.
When peope are looking to buy, it's important that you come to mind first. And distinctiveness helps you do that by carving an identity in their memory.
How to Look Distinctively YOU
The first thing to know is that, because you are so close to your brand and your assets, it's hard for you to judge, alone, how distinctive they are. That means it's good to reach out to others, external to your business, to help. That's especially true when it comes to one-off marketing moments, like events.
It also means that it's important to research customer psychology to get to the bottom of what people recognise and understand, and what makes people come back again and again.
With that knowledge, it's a good idea to have a fresh look at your brand assets, your brand positioning, and your market. What are your competitors doing that you aren't? But also what are you doing that they aren't? The latter is the area you can lean into, especially for big events.
A good example is Aviva, whose bright yellow and contrasting blue/purple assets stand out, and communicate a message about Aviva as a warm, vibrant presence.
If you're struggling, it's a good idea to go back to your business' origin story. Why did your brand come about? What was the aim when your business was created? Often, the heart of your brand messaging can be found within that sense of heritage.
It also links to the third thing you should know which is that distinctiveness can take time.
The most famous brands you know have been built through a long game of consistency, research and comparison. It doesn't happen overnight.
Relative Distinctiveness at Events: An Example
Peach's stand at BIBA 2026 was a prime example of distinctive assets, bought to life.
Dismantling expectations within the insurance industry, Peach's creativity, warmth and distinctively peachy colours shone through. Their distinctive colour was completely different from the other stands, but it was also distinctively them: not just different for the sake of difference.
We were able to make the most of their distinctive assets in a relatively small space, crafting something iconic that would inspire customers' memories again and again.
Ready to (Exhibition) Stand Out?
Get in touch today to find out how we can bring your brand assets to life.
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