Growing up, I used to play this game with my dad where he would show me pics of sections/parts of classic cars, and I would have to identify the brand and model. The iconic brands like Ferrariand Mercedes, were very easy because they had common denominators (shapes, design elements, recognizable parts, intakes etc.) in their cars. It’s called brand unity and cohesion. They were schooled in brand-recognition, and you can see it through-out their product range.They understood the importance of brand recognition, uniqueness and unity and having their products be recognizable from far away.
The same philosophy applies with tradeshows, architecture, and exhibits. Many fast-food companies like McDonalds have been doing this successfully for years with their golden arches. You see them not only on the architecture but on their packaging as well. It makes sense to merge and fuse the brand, and its story into the properties so it is recognizable from a far. There’s that word again, Cohesion. It’s important in bringing the brand and overall story together. The “Glue” if you would.
In today’s trade show market, that philosophy is more important than ever. So how do you do that effectively? The brand cohesion starts with the guidelines, your website, brand colors, recognizable design elements, messaging, and story. You need to Excite and Engage your audience, draw them into your space and immerse them into your exhibit, brand and story. Ultimately, sell them on your product(s) and services. It makes for a more impactful show and experience. As you develop brand loyalty, people will flock to your exhibit and recognize you from far away. Brand Recognition and Cohesion are the difference between attending a show and really showing up and making a statement.
