You know that having a consistent brand image is important, but isn’t it enough to make sure your booth is the right color and your logo is plastered in the right places?
Today, we are constantly bombarded with marketing messages. This is especially true for trade show attendees who are overwhelmed with sales requests and brands constantly vying for their attention. With all of this noise going on, it’s more important than ever for brands to stand out through consistent, memorable experiences.
Trade shows are one of the last places for brands to physically show up and make face-to-face connections. That’s why ensuring a branded experience from beginning to end is important for both your employees and your customers. Everything from the hotels you stay at, the places you eat, and how you approach booth design is crucial to creating a memorable experience that has a high ROI.
An on-brand trade show experience is valuable because it:
Sustains and promotes your brand’s image
Brings your brand to life for clients and prospects who meet with you
Helps attendees find you in a crowd of competitors
Maintains synergy and a common language within your internal team
Keeps you focused, which results in more effective marketing strategies
Archetypes define the way people think about and interact with your brand. Sometimes, those associations are unconscious, but that doesn’t mean they aren’t powerful.
Think about the way Campbell’s Soup is synonymous with comfort, or how Nike exudes the spirit of competition, heroism, and success. You connect those brands with those ideas because their marketing comes from a firm understanding of their archetype.
Below, you’ll find the 12 brand archetypes, along with a short description, and recommendations for a hotel or restaurant that reflects that archetype. For more suggestions, info about reservations, and a deeper dive into each archetype check out our resource: The Ultimate Guide To Planning A Branded Las Vegas Trade Show Experience.
1) THE CAREGIVER
Focused on serving others, the Caregiver is helpful and selfless. They do what they can to take care of others spiritually, physically, mentally, and/or emotionally. Examples of Caregiver brands include Johnson’s Baby, Campbell’s, and TOMS.
Hotel Recommendation:
Vdara Hotel & Spa
About: This gaming-free hotel is a welcome respite from the hubbub of the Strip, but it’s still centrally located so you’re only steps away from venues and essential services.
2) THE CREATOR
The Creator is skilled, creative, and inventive. Their work engages others to celebrate their individuality through artistic expression. Examples of Creator brands include Canon, LEGO, and YouTube.
Dining Recommendation:
Greene St. Kitchen
About: Dine on Asian fusion cuisine in a hip space surrounded by art reminiscent of SoHo, including original artwork by Banksy.
3) THE ENTERTAINER
Always out to have a good time, the Entertainer should look for hotels and dining options that are playful, fun, and have a great sense of humor.
Hotel Recommendation:
The Cosmopolitan
About: This chic 5-star hotel includes 3 outdoor pools, a spa with a Turkish bathhouse, and spacious rooms that offer incredible floor-to-ceiling views of Vegas’ glittering beauty.
4) THE EXPLORER
The Explorer is a pioneer who is always looking for the most authentic experience. They seek freedom and adventure off the beaten path. Examples of Explorer brands include The North Face, Jeep, and Starbucks.
Hotel Recommendation:
Red Rock Casino Resort & Spa
About: Get off the Strip at this sprawling resort surrounded by the Red Rock Canyon National Recreation Area.
5) THE REALIST
The Realist identifies with a solid set of values to illustrate that they’re down to earth and hard working. Realists are relatable, easily accepted, and genuine. Examples of Realist brands include Levi’s, IKEA, and Charles Schwab.
Hotel Recommendation:
The Venetian
About: At the center of it all and only a few minutes walk to the Sands Expo, the Venetian is the Swiss Army knife of Vegas accommodation.
6) THE HERO
Strong, capable, and action-oriented, the Hero exhibits masterful competence to overcome challenges and help others to achieve their loftiest goals. Example Hero brands include Nike, FedEx, and the Marine Corps.
Hotel Recommendation:
Encore at Wynn Las Vegas
About: The Encore’s elegant rooms are some of the most luxurious on the Strip, in part because this casino resort also has several pools, a spa, and its own golf course.
7) THE INNOCENT
The Innocent spreads their positive outlook on life with everyone they can, hoping to inspire a life that’s simple and meaningful. Look for hotel, dining, and entertainment options that favor simple pleasures rather than ostentatious features.
Hotel Recommendation:
Nobu Hotel at Ceasars Palace
About: Calm, Japanese-inspired themes — including a zen garden — resonate throughout this upscale hotel removed from the bustle of the Strip, but still conveniently located.
8) THE LOVER
The Lover is focused on relationships. They attract others by connecting with their passions, engaging all their senses, and developing intimate experiences. Examples of Lover brands include Victoria’s Secret, NARS, and Häagen-Dazs.
Dining Recommendation:
Mon Ami Gabi
About: An open-air patio and light-filled atrium beckon patrons inside this classic French bistro offering classics like steak frites, and an extensive wine list that ensures perfect pairings.
9) THE Magician
The Magician is a dreamer and a dream-maker. They have bold ideas and execute on projects that have the potential to fundamentally shift the way we interact with our world. Example Magician brands include Disney, Lululemon, and TED.
Dining Recommendation:
Artisan Hotel Boutique
About: This adults-only hotel feels like an actual magician’s living room, filled with gothic artwork, suits of armor, candlelit hallways, and deep red velvet furniture.
10) THE MAVERICK
The Maverick goes against the grain. They help others defy norms, disrupt the everyday routine, and break free from conformity as a means of preserving their own individuality. Example Maverick brands include Harley Davidson, Urban Outfitters, and MTV.
Dining Recommendation:
Capo’s Speakeasy
About: Slip through a Speakeasy entrance to enjoy Italian fare in moody surroundings fit for Chicago’s most notorious mob bosses.
11) THE ROYALTY
The Royalty is a symbol of success. They’re aristocrats, executives, and powerful leaders who grow their audience through exclusivity and prosperity. Example Royalty brands include Louis Vuitton, Rolex, and Rolls Royce.
Hotel Recommendation:
SKYLOFTS at MGM Grand
About: Butlers, imported linens, and panoramic views of Vegas define these ultra-luxury suites on the top two floors of the MGM Grand.
12) THE SAGE
The Sage is a truth-seeker. They make intelligent decisions based on hard facts, always do their research, and lead others to make their own educated choices. Example Sage brands include Google, The Wall Street Journal, and Morgan Stanley.
Dining Recommendation:
Old Soul
About: A relative newcomer to Vegas, this comfort food icon is the perfect spot to enjoy healthy, fresh, fast, smart cuisine in the heart of Downtown.
