Tradeshow season can be a whirlwind of activity. As you walk a tradeshow floor, you're smacked in the face with the realization that you are one of thousands of organizations competing for attention, time, and dollars. You quickly see that who you are matters. Your brand story is your most powerful asset. It's not just about showcasing your products or services; it's about who you are, what you stand for, and how you can impact the businesses and lives of your target audience.