Anyone who’s ever gone through the process of a corporate rebrand knows what a monumental task it can be. From the strategic decision to undertake the re-branding, in the first place, to identifying all of the elements which must be updated – it’s a lot of work and not cheap either!
There are so many pieces which typically need to be updated or re-designed entirely that the process can become a bit overwhelming. Just to name a few, some of the pieces that will need attention include: The corporate logo, all sales and marketing collateral, business cards, letterhead, envelopes, corporate boiler plates, PowerPoint templates…….You get the picture!
But during your re-brand, don’t overlook your next trade show event! It’s easy to forget, in the midst of a rebrand, that you have an upcoming event (to exhibit at), that was booked months ago.
Take Advantage of the Opportunity to Update Trade Show Exhibit Properties
During a complete rebrand, you’ll absolutely need to revisit your existing trade show exhibit and messaging. Now is the time to reevaluate your trade show property and make any necessary updates to the structure itself, along with the redesign of your exhibit’s visuals (panels, hanging banners, logos, giveaways etc).
A few things to consider:
- Does your rebrand open up new target audiences/prospects?
- Will you be exhibiting at the same shows as before, or are there now new shows that match the company’s direction?
- Are you introducing new products or services in conjunction with the re-brand?
These and other questions you should ask yourself, will help shape the new direction of your trade show program.
Use Your Next Trade Show Event to Roll-Out Your New Brand
Another thing to consider, during a rebrand, is how you’ll announce to the world that you’ve made major changes.
Timing your rebrand announcement with your next trade show event can be an excellent time/place to announce your news!
From the invites & emails you send to event attendees to your exhibit itself – this is an excellent opportunity to introduce the “new you”. Consider theming your entire event and promotions around this important announcement and make a BIG deal of it!
Maybe Your Trade Show Program is One of the Most Important Parts of a Rebrand
Many times, during a corporate rebrand, the trade show exhibit doesn’t seem to make the top of the list for elements which need attention – but maybe it should be right up there with your shiny new logo!
Probably at no other time does your brand get more direct exposure to your prospects than at your trade show events – and what a great way to show off your new look and feel!
Considering a re-brand, maybe a name-change? We can help you navigate the challenges of re-inventing yourself and how to spread the word through your trade show marketing program!
The seasoned professionals at ColorCraft would love to talk to you about how to breathe new life into your brand! Contact us today.
