Discover how to create the perfect exhibition stand brief, following a recommended structure with step-by-step advice.


It’s really important for your exhibition stand supplier to understand your business. Start your exhibition stand brief by introducing your company. An overview of what your company does, its industry, size and regional, national or global presence. What are your vision, mission and values? Supplying a website address is always handy. Who are your competitors?


Most importantly, we need to understand a bit more about your customer. So, tell the exhibition stand supplier who buys your product or service – again, industry and sector is useful. If you have buyer personas, please share them with your stand contractor, this really helps them to design the perfect exhibition stand with your audience completely in mind.


Your exhibition stand builder will need to know what show you’re going to. This is where you simply inform them of the show, date, location and stand size. If you’ve booked your stand then give the exhibition company your stand number, it helps the stand contractor identify your location within the hall so typical customer flow and traffic hot spots can be considered and maximised.

This is also where you tell them if you’re going to more than one show, or if you need to use your stand for more than one event. This is so that your exhibition stand builder can design the stand that suits your need, for example a modular exhibition stand will be a good option for a company that is exhibiting at different shows and each time requires a different size or format. Whereby a custom-built stand might be considered for a company that will be exhibiting at multiple shows but with the same size stand.


Why are you going to the show ? You need to tell your exhibition stand supplier your main event objectives. For example, many companies go to a show to launch a new product or to connect with new potential customers. Sometimes they go to raise their brand profile and use it as an opportunity to build relationships with existing clients. Whatever your objective, make sure you know it and that your stand builder knows it too.


Your audience might be similar to your customer (step 2) but this is the part where you’re specific about the audience and demographic at your show. The more we understand about them – professionally and personally – the better your exhibition stand designer can tailor the design around your audience. Most national exhibitions and shows have a lot of information about their footfall and demographics, usually available on their website.


Be clear what your campaign message is. You know your objective and your audience; now you will need to share with the exhibition stand builder what your campaign message is. Be as clear as you can. A lot of exhibition stand companies will help you create the message for your stand, it’s part of the design process, but the more precise you can be, the more likely you are to be happy with the design concepts that the exhibition company produces.


Be honest! If you’re open and transparent about your budget, then you will avoid disappointment. Working with a budget in mind allows the stand designer to be creative –within your budget – and produce something that will hit the spot from the start.


So this is where you need to confirm some more technical and functional aspects of your stand. Confirm the size again here plus the layout.  For example, open both sides, one side or none. As mentioned earlier, if you have booked your stand then provide the stand number as the exhibition company can liaise directly with the show organisers.

Here you will need to talk more about what you want the stand to do. Do you want interactive elements? Do you want a space for meeting and talking with visitors? Do you need a sit down area. What about storage? Any thoughts or ideas you have about the space, needs to be given here. What does the designer need to consider that will be going on your stand – equipment, product, TV screens.

Let your stand builder know if you have any preferences on the look and feel of your stand. Do you want to see lots of lighting, or any specifics? Anything else you think they need to know – share it here!