Rock Your Personal Brand at Conferences and Trade Shows

By: Wendy Pennell, Director of Marketing

Ready to shine at your next conference or trade show? Whether you’re a seasoned event professional or just getting your feet wet in the industry, your personal brand is your secret weapon. Want to make a splash at IMEX and beyond? 360 Destination Group is here to guide you through finding and embracing a personal brand no one will forget.

Defining What Makes You, You

As Travis Pham, Senior Director of Strategic Accounts & Partnerships at 360DG, advises, “It’s all about defining your unique value proposition—understanding what sets you apart from others in your role.” Pham encourages identifying your unique skills, experiences, and strengths to highlight what you bring to the table.

If you’re finding it hard to define your flair, he suggests starting from the outside in: “Think about the feedback you’ve received over the years—whether it’s encouraging emails, thank-you cards, or LinkedIn recommendations. These are more than just keepsakes—they’re a roadmap to understanding your strengths.”

By focusing on common phrases from colleagues and clients, such as “positive attitude” or “amazing work ethic,” you can start shaping your personal brand.

Create Your Personal Brand Statement

Feeling overwhelmed? Don’t worry—it’s AI to the rescue! We recently wrote an article about how we’ve been using AI as our creative co-pilot. Once you have a collection of phrases that reflect you and what you do, paste them into ChatGPT and ask it to combine the key points into a compelling, well-written, concise summary. Chat back and forth until you land on a 2-3 sentence blurb that feels uniquely you. Voilá, you have the foundation for your personal brand! Now, it’s time to share it with the world.

Consistent Communication is Key

Any marketer or branding pro will tell you that conveying a story consistently and confidently is one of the cornerstones of building a solid brand (personal or otherwise). But how do you do that for yourself? 

Think about how people can learn about you and start spreading the word. Incorporate your brand new (pun intended) statement into your social media bios, summarize the key points in your LinkedIn profile headline, and, whether you’re looking for a new role or not, update that resume! You want anyone’s first impression of you to be the right one. Think about how you talk to others when you feel comfortable and confident, and try to email or post on social media the same way. This practice is called finding your “voice,” and it’s another way to show the world who you are.

Follow the Leaders

“Thought leader” is one of those buzz phrases we hear across every industry…but how do you become one? The best way to figure this out is to, you guessed it, learn from others. Find people you identify with and admire on social media and take notes on how they authentically engage with their audience. Then, share what they say and put your spin on it using your personality and expertise. Take the feedback you receive and use it to create original content—whether on social media or your blog. Before you know it, people will start looking to YOU for the hottest take or unique perspective!

Putting in the NetWORK

For hospitality and event professionals, in-person gatherings, conferences, and networking events are a way of life. If you’re more introverted, having a solid idea of your personal brand and what’s authentically you (and what’s not) will make you more confident in social situations! Whether you’re preparing for IMEX or another trade show or conference, here are a few ways to strengthen and communicate your personal brand and show your true colors:

• Shout it from the rooftops: Get active on LinkedIn and social media before any conference or networking event. Send messages to connections you know will be there, respond to posts about the event with your perspective, and post custom-branded graphics with your booth number so people know when and where to find you. Setting up a “Book a Meeting with Me” link is also a great way to connect!

• Engage your way: Are cocktail hours just not your thing? Don’t force it! Again, reinforcing your personal brand is all about staying true to yourself. If you’re a foodie, contact clients with that hot tapas spot you’ve been dying to try. Love getting active? Set up a sunrise yoga session or morning run before the conference with connections you know are also early birds. More of a night owl? Tell folks which food truck they can find you at at 1 am. 

• Work a little you into everything you do: Mike Loving, our General Manager at 360DG, shared some of his favorite ways to add a personal touch to your IMEX experience. “Work a little ‘you’ into everything you do,” he suggests. “Is your brand all about teamwork and going above and beyond? Grab an extra coffee or snack at Starbucks and bring it to your booth or the next session. You’ll be someone’s hero!” Loving also advises making a lasting impression by being a bright spot for others: “If people say you light up their day, try greeting attendees at the entrance—being the first friendly face they see can make all the difference.”
• Do your homework: If you’re attending an educational session or discussion, plan on participating! Prepare a question or two for the speaker to make it less intimidating. Bonus points for bringing it back to a topic or idea that you’re passionate about so your brand takes center stage.

The late, great Oscar Wilde once said, “Be yourself; everyone else is taken.” It’s true! There’s no one else on earth quite like you. We hope this article makes you feel a little more prepared to do you, boo. For more tips from our team, shoot us a message or reach out.