One of the major challenges for any Australian retail business is the sheer number of retail outlets. In New South Wales alone there are around 20,000 retail stores, and more are opening all the time, and every single one of them is trying to attract the attention of passers-by. Added to that is the fact that the average attention span of the typical consumer is now little more than 8 seconds (down 30% in the last 15 years).
The decision to exhibit at a trade show represents a major investment for the majority of businesses. This means that it’s essential that every element of planning the event should have only one goal in mind – to increase the flow of traffic to the stand. However, it’s not only on-stand visitors that are needed, but also those visitors that have an element of interest in the company’s message.
Developing a strong corporate brand tends to be more about communicating the ideals and standards of a business rather than highlighting specific products or services. A strong brand image often emerges from a rationality between what senior management are trying to achieve (the strategic vision), what the staff know and believe (the culture of the organisation), and how those external to the company perceive what the business stands for (the image). Why is the business brand so important?