Corporate Identity - a must have
element of your next trade show
    “The key part of your brand is a quality product. Creating exceptional content is the number one thing.”
- Rufus Griscom


This has happened so many times at a tradeshow I have lost count. A client selects the same color carpet that the show is using for the aisles. The first thought is – well what is the difference? – in fact my booth space will appear larger. However, that is not the case at all – your booth size diminishes to only the exhibit pieces you have on the floor. While carpet normally grounds you and stakes your claim – your exhibit on same color carpet leaves you adrift. Always check the Quick Facts for aisle carpet colors and attempt to stay away!

     Is your exhibit display inviting or a stumbling block for prospective clients to enter your exhibit space? In many cases a reception desk is placed at the front entry of your space just for that reason – everyone is not welcome! However, if you are looking to garner allot of attention or if you are debuting a new product and you want everyone to view it – reverse your plan and get the product out front for all to see – then raise your reception area behind it and work with real prospects from there. Also, never forget to send the word out that you're participating in a particular trade show, by inviting your clients, customers, suppliers, and other contacts to attend the show. (Be sure you give them all the details, such as your booth number.) If you have one, be sure to advertise your coming trade show attendance on your Web site as well. People attending trade shows come with agendas – they need to make time for everyone – don’t leave anything to chance!
A major problem for manufacturers of small products or elements that make up a product is showcasing them to be seen on the tradeshow floor. Bring on the marbles – flat sided marbles, almost like pebbles. These tiny pieces of glass catch the light within a display case and brighten the atmosphere tremendously. Look at these pictures and see the difference just a few pieces of glass can make to your display. You can buy these at your local craft store or order them by the bag online – notice all of these are green.
 		     Establishing name recognition through branding is the top priority in boardrooms across America and around the world. Branding has evolved mainly in the fast moving consumer goods industries, where substantial profits increasing from brands have attracted a great deal of attention. Brands are now treated as strategic resources in their own right by many firms, and brand valuation is a rapidly emerging business. Now, that is all well and good – if you are Proctor and Gamble – and you have hundreds of items that are brands within themselves.
     Beyond Sony, Microsoft, and Ford you must think about your Corporate Identity. Your corporate identity is where the corporate name is the brand, and where the corporate products tend to be outgrowths of the corporate identity. Corporate branding gives each product the strength of the corporate brand values and positioning, and saves a great deal on advertising and promotional spending. It builds up the strength of the corporate brand and its financial value. Corporate branding is extremely appropriate to those companies engaged in service industries, as their products are more indefinable in nature. When consumers cannot see the product, the company brand name helps give them an assurance of quality, tradition, and dependability.
     Along those lines is your tradeshow image. Reinforcing the corporate identity at your tradeshow is most important to staying in the mind of the consumers. Consumers do not tend to buy from companies that do not have a good brand image, they want to buy trusted brands. Developing a brand is not inexpensive, but the returns can be spectacular. Strong brands/identities can command premium prices wherever they choose to go, and can often be worth more than the net asset value of the business enterprise. Take a look at these recent pictures from the Natural Products Expo – this company’s corporate identity was reflected in the logo, the product and product packaging, the exhibit elements, and even the attire of the exhibit staff. MetroMint - it said it all!