Brand building for competitive differentiation has gained importance in recent years, even in B2B markets. Live communication tools play a particularly significant role in this context. Against the backdrop of identity-based brand management, Beatrice Ermer examines the brand-appropriate visual design of trade fair appearances. She demonstrates which elements of booth design are particularly attention-grabbing, what characteristics define visual behavior, and how the brand-appropriate design of a trade fair appearance influences the perception of certain brand attributes.