Four tips for creating a clear identity on the show floor

by Rob Murphy, Chief Marketing Officer, MC²

Brand marketers invest a significant amount of time and effort to establish a brand identity. They think about how their brand will be perceived by customers, the image being portrayed and what the business stands for. The resulting brand identity is built upon with every decision made and every product or service launched.

A company's overall communications strategy also plays a key role in reinforcing brand identity to customers and prospects. For many, this means logos, brochures, an online presence, public relations, advertising or packaging. But what about how a brand is portrayed at trade shows? Think about it. How often have you been to a trade show, seen an exhibitor and wondered: What exactly does this company do? What is this company trying to communicate to me?

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Creating a clear identity ... Office fundraising ... To tweet or not to tweet

Hello. I'm Rob Murphy, chief marketing officer for MC².

Trade show attendees are bombarded by images and products as they march down the aisles. An eye-catching design and graphics will lure them into your booth, but to keep them around, you need brand consistency to convey your message and precisely portray what your company has to offer. Discover some of my secrets to building a corporate identity on the trade show floor, in this month's feature article.

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