Branding 101

We have said It before and we will say it again, booth images play a critical role in the fair application process. They not only demonstrate how you plan to present your products, but also help to convey your shop’s aesthetic and overall brand identity.

When jurying, if there was one common denominator that is often times missing from a booth display, it would be the lack of branding. Branding goes beyond just a simple logo, and as it gets more competitive when applying for events, the smallest of details are taken into consideration.

Here are some tips on how to best represent your brand identity through your booth.

1.  What is Brand Identity? This is your impression left on shoppers through visible elements such as color, design and font. This is where your logo comes into play. What story do you want to tell when people see your logo? Think about your color story and fonts that you utilize, because these things should carry beyond just your logo and be reflected in your overall display and product packaging.

Typically most brands will have 3 fonts that they carry over for branding purposes. A primary, secondary and accent font.

2.  Who are you? Utilize your created brand identity and logo in your booth signage. Your company name should be both easily identifiable when looking at your booth and in multiple places. Think beyond just a banner, maybe you have a branded table cloth? Have your logo visible on other booth signage elements such as on pricing lists and product labels.

3.  Consistency is Key:  Consistency creates brand recognition. We already discussed that most brands utilize 3 fonts consistently, so be mindful when creating signage. Carry that same idea in the color choices you use within your booth, such as with your table cloth, rug, or product packaging.

4.  Product Packaging: Leave an impression. You might have the best lotion in the world, but if it is just sitting inside a jar with a handwritten label on it, it won't be presented as such. All your brand elements should work together- color, fonts, logos.

5.  Intentional Products: The products you make and sell need to align with your brand identity and the story you want to tell? A lot of artists are jack of all trades, however when presenting all of these items, there should be no question in how they all fall under the same brand. It must look intentional on why you create both jewelry and body products.

6.  Market yourself:  Marketing will communicate your branding message. How will people reach you post event? This goes beyond just displaying your company name, display your business cards and ways to connect. .