Array
(
    [_id] => MongoId Object
        (
            [$id] => 5943f03d4170e2bd5b8b459f
        )

    [abstract] => The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.
    [content] => 

The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.

Perception is Reality

When marketers are first involved in brand strategy and brand identity work, they typically think about a brand’s positioning and promise. What perception do we want our target audience to have about our brand?  A lot of thought and effort goes into those strategy sessions, to craft a unique brand statement that resonates with our target buyers and differentiates us from competitors.

Who are You?

Once the strategy is clear, attention turns to the visual and verbal identity – specifically logo, marks, color palettes, fonts, and templates. Some call it a brand style guide or brand guidelines, but there is typically a formal document that catalogs do’s and don’ts with respect to the visual representation of the brand in a wide array of formats. Templates are created for business cards, letterhead, sales presentations, building signage, and literature pieces.

But how often do brand guidelines cover the situations when clients and potential clients interact with your brand in a physical space?

Think about your corporate lobby: that place where you make a first impression. You must assume that a potential visitor (current client, prospect, supplier, or job candidate) has been to your corporate website. Ask yourself:

When they walk through your front door, does their first impression match their preconceived impression of your brand?

Does it match the impression you are hoping to make?

Is your intention to convey a warm, friendly, welcoming service-oriented business but your lobby is cold and sterile?  

For your company, this is it. The corporate lobby is an integral chance for your visitors to physically experience your brand and all that it represents. It’s a first date of sorts.

Take it to the Trade Show

It doesn’t stop there, however. Next, let’s think about your trade show program. Exhibiting at a trade show or conference gives you the opportunity to meet clients and prospects face to face, in a mutually convenient space. You are transforming your convention hall real estate into a physical representation of your brand.  This goes well beyond the signage and graphic panels where your logo is displayed, the entire structure of the booth, and the engagement you have chosen to draw people into the space. If your brand is about delivering customized, hand-crafted solutions, your space should communicate that message with a matching look and feel..

Hit the Road

Have you thought about mobile tours and events? If your customers can’t come to you, then you can bring your message straight to them. When taking your brand “on the road” either with a mobile tour or through a series of local events, these again are unique opportunities to communicate your brand identity well beyond the graphical display of your company name and logo. If your company’s image is one of southern hospitality, then sushi and techno-pop might not be the right choice.

READ MORE | WATCH OUR VIDEOS

[content_id] => 10 [created] => 2017-06-16 00:00:00 [file] => [group_id] => 531112d44170e2ae1b8b82ef [label] => face-to-face-end-to-end-marketing [leads_form_intro] => [logo] => images/decisionbriefs/featured/5943f03d4170e2bd5b8b459f.jpg [media] => Array ( [images] => Array ( ) ) [owner] => Array ( [ref] => Array ( [$ref] => groups [$id] => MongoId Object ( [$id] => 531112d44170e2ae1b8b82ef ) [$db] => enterprise ) [label] => exhibit-concepts [name] => Exhibit Concepts ) [permission] => 0 [status] => 2 [title] => Face-to-Face & End-to-End Marketing [updated] => 2017-06-16 10: 53: 07 [vocabulary] => Array ( ) [meta] => Array ( [published] => 2017-06-16 00:00:00 [updated] => 2017-06-16 10: 53: 08 ) [source_collection] => content )

Face-to-Face & End-to-End Marketing

The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.

Perception is Reality

When marketers are first involved in brand strategy and brand identity work, they typically think about a brand’s positioning and promise. What perception do we want our target audience to have about our brand?  A lot of thought and effort goes into those strategy sessions, to craft a unique brand statement that resonates with our target buyers and differentiates us from competitors.

Who are You?

Once the strategy is clear, attention turns to the visual and verbal identity – specifically logo, marks, color palettes, fonts, and templates. Some call it a brand style guide or brand guidelines, but there is typically a formal document that catalogs do’s and don’ts with respect to the visual representation of the brand in a wide array of formats. Templates are created for business cards, letterhead, sales presentations, building signage, and literature pieces.

But how often do brand guidelines cover the situations when clients and potential clients interact with your brand in a physical space?

Think about your corporate lobby: that place where you make a first impression. You must assume that a potential visitor (current client, prospect, supplier, or job candidate) has been to your corporate website. Ask yourself:

When they walk through your front door, does their first impression match their preconceived impression of your brand?

Does it match the impression you are hoping to make?

Is your intention to convey a warm, friendly, welcoming service-oriented business but your lobby is cold and sterile?  

For your company, this is it. The corporate lobby is an integral chance for your visitors to physically experience your brand and all that it represents. It’s a first date of sorts.

Take it to the Trade Show

It doesn’t stop there, however. Next, let’s think about your trade show program. Exhibiting at a trade show or conference gives you the opportunity to meet clients and prospects face to face, in a mutually convenient space. You are transforming your convention hall real estate into a physical representation of your brand.  This goes well beyond the signage and graphic panels where your logo is displayed, the entire structure of the booth, and the engagement you have chosen to draw people into the space. If your brand is about delivering customized, hand-crafted solutions, your space should communicate that message with a matching look and feel..

Hit the Road

Have you thought about mobile tours and events? If your customers can’t come to you, then you can bring your message straight to them. When taking your brand “on the road” either with a mobile tour or through a series of local events, these again are unique opportunities to communicate your brand identity well beyond the graphical display of your company name and logo. If your company’s image is one of southern hospitality, then sushi and techno-pop might not be the right choice.

READ MORE | WATCH OUR VIDEOS

Exhibit Concepts, Inc.

http://bit.ly/2jY4MPN

Designers and Builders

700 Crossroads Court
Vandalia, Ohio 45377
Jeff Korchinski

800-324-5063
JKorchinski@ExhibitConcepts.com

Request info

How to Budget for International Trade Shows
How to Budget for International Trade Shows

So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.

Read more

10 Crucial Steps to Prepare for a Successful Trade Show - Part One
10 Crucial Steps to Prepare for a Successful Trade Show - Part One

You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment?  There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.

Read more

The Vertiv Trade Show Progam: an End-to-End Solution
The Vertiv Trade Show Progam: an End-to-End Solution

When the new Vertiv brand was unveiled to customers, it was

Read more

Face-to-Face & End-to-End Marketing
Face-to-Face & End-to-End Marketing

The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.

Read more

Why Face-to-Face Marketing Needs Buyer Personas
Why Face-to-Face Marketing Needs Buyer Personas

The concept of buyer personas has only been defined since 2002.  The practice of building a model representation of a typical buyer, defining their goals, understanding what drives their behavior, and how, when and why they buy is an incredibly valuable tool for marketers, especially in the digital age. We create content based on an informed understanding of who our buyer is and where she is on her buying journey.

Read more

On Twitter
On Facebook