[Posted on Jan 29]
Written by: Peggy Swords
When most people think of corporate branding, they think of a logo design that gets carried over to company stationary, business cards, and web design. While this is certainly a form of branding, branding is also about creating a subconscious connection between a look and a company. Branding can be extended to include any kind of display that promotes the company including Rental Exhibits. Corporations may spend hundreds of thousands of dollars on well-researched and pitch-perfect branding. It is important to know how to properly extend and use branding to consistently promote and market the company.
Branding in Rental Exhibits
Many companies and corporations use Rental Exhibits for conferences, job fairs, and for business-to-business marketing. Careful consideration should be placed in the design and follow through of the company branding into rental exhibits. Let’s consider the components of branding and how they can carry over into rental exhibits, including panels, signs, carpeting, electronics, and even exhibit furniture.
Color is an essential part of corporate branding. Make sure that the colors in your rental exhibit reflect that of the company’s branding. The color of the panels, carpeting, and the exhibit furniture should all reflect or compliment the colors of the company.
Consistent font usage is also an important part of corporate branding. All signs, brochures, or information sheets in your rental exhibit should consistently carry through the fonts and font families that are a part of your branding manual. Even the size and style of a font is an essential aspect of branding. Make sure that that your promotional materials use this font precisely.
Logo and Tagline
The branded logo and tagline should be displayed prominently throughout the rental exhibit. Make sure the logo placement, size, and color is consistent with the branding manual for your company or corporation.
What is the overall theme of your rental exhibit and how does that relate to the branding and mission statement of your company? If you have a traditional Fortune 500 company, make sure that your rented exhibit matches the tone and the branding of your corporation. If you are a young, start-up company, you might consider a more playful, overall visual theme for your rented exhibit. Regardless of what you choose, it should all relate back to the branding of the company.
Consider what kind of technology or electronics that you might need in your rental exhibit. Most individuals would not be interested in a rental exhibit that included older technology; most are attracted to the latest technologies. Consider using iPads or iMacs in your rental exhibit to promote your company. When using these digital devices, make sure that your branding is carried over to the digital desktop of these electronic devices.
Branding via Attire
Even the clothing worn by those running the rental exhibit are considered a mode of extending your company’s brand. Make sure that your employees are wearing an appropriate shirt, dress shirt, blouse, or tie that displays the logo, and any other desired branding elements of your company.
Remember: Use your branding manual and strategy to thoroughly extend your brand to rental exhibits or any other form of corporate promotion.
About Peggy Swords
Peggy Swords is the founder and president of Excalibur Exhibits, a $10 million Houston-based exhibit manufacturing and production corporation. Excalibur Exhibits designs, builds, delivers, assembles and disassembles as many as 300 exhibits per year. Swords was named as a finalist for NAWBO Houston 2003 Woman Business Owner of the Year and 2005 Enterprising Woman of the Year Finalist. Additionally, Excalibur Exhibits is a five time member of the Inc 5000, a three time member of the LSU100 and a two time member of the Houston Fast 100, a list of fastest growing privately held companies.