CHICAGO — Branding, defined by the American Marketing Association as the process of establishing and managing an organization’s identity, determines how people see any business — and can make or break it.
Trade Show Executive (TSE) connected with two leaders from RX — Jackie Williams, Event Vice President, Bar Convent Brooklyn (BCB Brooklyn), a bar and beverage event, and Maria Leidner, Senior Marketing Director, PGA Golf Exhibitions — to get five branding tips.
1. Focus on Purpose
“Start with the ‘why,’” Leidner explained. “If you’re clear on your purpose, the rest of your branding decisions will align more easily.”
“Your audience must clearly understand the show’s purpose and how it’s addressing an unmet need within the industry,” Williams added. “Every decision and point of communication should flow from that core brand motive … It should communicate exactly what value it brings to its industry and how it stands apart from the competition. From there, every touchpoint, across all channels and especially on-site, should reflect that identity with consistency and intention.”
2. Be Authentic
“It’s important for brands to show up authentically,” Williams shared. “BCB Brooklyn succeeds because we partner with people who are genuinely passionate about the industry and deeply connected to the bar community. When organizers understand the culture, listen to the community and create with intention, the brand naturally resonates.”
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“Attendees want experiences that feel personal, authentic and relevant — not just visually appealing,” Leidner explained. “At the PGA Show, we align closely with the PGA of America’s core messaging and brand identity, which helps ensure we’re representing the values of the golf industry. At the same time, we focus on delivering experiences that are fun and resonate. That’s what keeps people coming back year after year. We’re always looking for new ways to stay fresh while staying true to what makes the show so special.”
3. Consider Emotions
“Branding isn’t just what people see, it’s what they feel,” Leidner said. “For events like the PGA Show, we’ve had success in creating a brand experience that builds loyalty, sparks conversation, evokes emotion and leaves a lasting impression. When done right, your event brand becomes more than a logo. It becomes a community, a legacy and a movement!”
4. Leverage the Power of Hospitality
“How people are welcomed and supported shapes their perception of the brand and strongly influences whether they return or recommend the event to others,” Williams shared. “People return each year not only for what they’ll see, taste or learn, but for the feeling the event creates and the new and familiar faces they’ll connect with along the way.”
5. Keep Things Consistent
“A common branding mistake is inconsistency, when what’s promised doesn’t match what’s delivered,” Williams said. “Sometimes, the experience doesn’t reflect the brand’s core values or fails to connect meaningfully with the intended audience. This often stems from a disconnect between creative teams, on-the-ground producers and audience communication. However, this can be remedied through strong internal alignment and clear communication at every stage. Your brand should be defined from the inside out, so that every touchpoint — before, during and after the event — feels intentional and cohesive.”
“If the aesthetic doesn’t match what the event delivers, it can create confusion or disappointment,” Leidner said. “Another common issue is being inconsistent by using different logos, colors or messaging in different places. To avoid this, make sure your branding reflects the real experience and stay consistent across everything you do.”
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