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When two brands integrate merge in a single booth to the exhibition show, it is quite common for exhibitors to practice this. This could be due to the fact sharing the budget on exhibition cost or both companies are from the same business entity. Trade shows are always a good place to identity your potential clients and the potential of the products and services that are marketed in the trade show.
First of all, you should focus on what makes each brand unique. Maybe your brands represent two different solutions that can be integrated to create a custom product. Or maybe they have a different positioning, speaking to different target customers, or connected industries.
After you have defined the focus of each brand, you can build a consistent path to create a bridge between the two brands you are representing.
Design a booth to integrate two brands can be very challenging but it’s easier if each brand has its own identity and occupies a precise place in the mental map of your customer.
If your company acts like a big alliance and has different brands for different domains, you can put your brands under its cap so they can both benefit from the powerful image of your company.
On the other hand, if the main reason coexisting brands, is to share the space with a sister company or a business partner, it’s important to drive your visual efforts to give your customers the perception of a strong Group instead of two companies that are just sharing the exhibition costs.
Designing a booth to integrate two companies in the same booth is easier if the structure creates a conceptual path that helps your customer focus on two brands in the same place without any difficulties.
Graphics plays a pivotal role, and can really make the difference: an expert graphic designer will create an artwork where all your brand can live together in the same exhibition stand while maintaining their strong brand identity. This will attract visitors to access your stand, making them feel at home under a unique roof over their heads.
If you need to physically divide the space, you can create a division with some plants, a LED wall, or a demo island, that will create two different but accessible areas, perceived as different zones by visitors.
When integrating two brands in one booth, it’s crucial you pay attention to the top, not only to the floor plan. Here’s where the hanging sign comes in. The hanging sign is placed on the ceiling, usually at least at 7 mt height. Because of its position, it delivers a bold message and makes your two brands visible on the ceiling even in the farthest point of the hall.
According to your branding strategy, you may choose to enhance only the main brand and feature the second one in your booth in a dedicated area.
When dealing with many brands in one stand, we recommend you pay attention to the advertising options organizers give to exhibitors. Add a co-exhibitor in the online and printed catalog it’s a feature that many organizers give almost for free, or for a little extra. With this option, you can have both of the brands searchable by visitors, and if you’re lucky enough, both of your two logos will be showcased.
When the first option is not feasible, you can craft a clever company description for the online catalog that mentions smartly both of your brands in the copy, together with keywords relevant to each industry-relevant customers.
Whatever your marketing strategy is, we strongly recommend you to stay consistent with your choice, always prioritizing the perception you want to give to your visitors.
Need a clever design to integrate two brands into your next island booth? Get in touch with Procyon Creations, we’re happy to help you!