Brand Positioning: Strong Examples in Events Marketing
- Molly Phillips
- 2 days ago
- 4 min read
Brand positioning is the strategy that your company employs to define a space for itself in the market.
It involves thinking about your message, and the words and ideas you put out into the world. Then it involves thinking about what makes you distinct from the other companies who are a bit like yours.
Event marketing is a great way to establish your position in any market.
It’s a fabulous opportunity to exercise your unique creativity, and to announce yourself within a physical space, to host those interesting, memorable conversations, and give people something to connect to within the industry.
At IMAGE, we enjoy working with you, and your brand positioning to make an exhibition stand that communicates who you are.
To further whet your appetite for some event marketing, here are some examples we’ve loved collaborating on over the years. These exhibition stands each demonstrate a very distinct brand position, helping them to stand out at busy events.
Barenbrug’s Clubhouse
Barenbrug are global grass breeders and producers.
To attend an event centred around golfing lawns, they used their position as premium experts in growing and bagging grass seed, with an emphasis on those neat and tidy lawns golfers rely on.
Their exhibition stand followed suit.
It took the form of a golf clubhouse. With warm brown and green colours, a cosy fireplace, and comfy cushions, the space became an experience, rather than a single image. This allowed the Barenbrug team to tell an immersive story about their unique expertise. It also positioned the brand within the golfing world; part of the recognisable landscape of that industry, which leaned into the premium aspect of their work.
The stand was such a success that it has been used multiple times across multiple events, increasing footfall for Barenbrug.
The takeaway: can you create a space that is recognisable from your audience's day-to-day life. That recognisable image can be used to communicate a feeling of safety, and mutual understanding, demonstrating expertise.
Skinner’s Country Cottage
Skinner's bespoke, cottage-shaped exhibition stand has made the journey to multiple Crufts over the last few years.
It is such a successful design because it so deftly reflects the brand’s heritage which is at the heart of their positioning.
Drawing on the extensive 400-year history of their family-run mill, Skinner’s brand is all about a rustic appearance, family values, and outdoorsy vibes.
Their cottage is a hugely effective collaboration, bringing together these three pillars with the visual demands of the events industry.
The stand is cosily lit with yellow lighting. It is shaped like a wood-beamed country cottage, and it features distinctive markings of the Skinner’s brand, from their ‘born to be outdoors’ slogan, to a space to show off their unique products. Like this, the exhibition stand lends itself to Skinner’s narrative, positioning them as a unique, family-owned, outdoorsy dog food brand, which stands out in a populated field.
The takeaway: think back to where your business came from. Why did it spring up where it did, when it did? How can you translate that story on your exhibition stand?
Mielle's Princess Palace
Mielle is a brand with a distinct image, and an equally distinct message. The two work in tandem to create their overall brand position: empowering haircare for textured hair, with a focus on natural, feel-good products.
Working with Mielle, we came to really understand the brand codes at the centre of their this message. Hot pink, as far as the eye can see. It’s a confident colour for a confident brand. This pink was off-set by wisteria planters, coming back to the natural ingredients of Mielle’s products, complimenting their brand code.
Finally, there was a throne area; gold-framed, ornate and sat on a LED-lit platform, coming back with a very visual cue to the empowerment at the heart of their messaging.
It is a space whose bright colours and Queen-themed messaging couldn’t belong to any other brand, which is a good sign for brand positioning.
Their brand space is a great example of visual storytelling which settles their position as an empowering brand for audiences that want to feel like princesses.
The takeaway: consider the boldest statement your brand makes. Then, run with it.
MSIG’s Topical Gaming
It’s good to focus on the immersivity of your exhibition stand or event, and gamification is a great way of doing this. However, we always work hard to make sure that the game complements the brand, furthering the message, rather than distracting from it. As ever in events marketing, intentionality is key.
MSIG Europe are experts in this field. For example, at BIBA 2026, they chose a fast-reactions instinct game, where visitors had to try to catch batons which fell at random from the beam.
This was a game about speed and reactions, and it was used to further their position as a reactive, fast and efficient brand. It is, then, a great example of how you can use the unique elements of event marketing—that being in-person connections, memory-making, and novel experiences—to further your brand positioning.
The takeaway: think creatively about your brand’s message. What makes you stand out, and how can you make people think about that particular trait?
The Ultimate Takeaway: Brand Positioning Combines your Expertise and Ours
In the experience economy, it’s all about how you can create interactions with people, around your brand and the services you provide.
It’s these interactions that are going to make your brand stick around in their memory and give you credibility.
Consultancy was at the heart of each of the above examples. It is at the heart of all our exhibition stand designs because it allows brands to take their central message—the thing that makes them tick—and bring it to life in 3D.
All it takes is a bit of creativity...
Inspired?
Contact us today to talk about your next event or exhibition...
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