Why Promotional Products Are a Great Brand Builder

By | December 22, 2011

The use of promotional products is a commonly used but highly effective method of brand marketing.

The use of promotional products is a commonly used but highly effective method of brand marketing. Common products that are used everyday, are branded with the company logo, then gifted to customers or used in the workplace. Items which guarantee the exposure of the company logo are preferred. Accessories of different kinds, clothing, bags, and even utensils are just some of the items that can be branded. Promotional items are a great way to expose a company’s brand to potential and existing clients. They are easy to brand and the constant use makes sure the customer gets reminded of the brand constantly.

This is a powerful method of sending subliminal messages, which have been found to be very effective in advertising. A person using a common item such as a pen with a company logo will have this image go gradually into the subconscious. When he or she goes out shopping, he or she is more likely to pick a pen with a similar logo. Promotional items are easy to brand and most often are inexpensive accessories. The keychain, for example, is a classic item. It is cheap to brand and can be gifted at a small cost. However, the client is in constant touch with it. This is like having the attention of the client at all times.

When picking an item to brand and gift, the company should concentrate on some key considerations;

• An item the client will have on every day or constant use of. This maintains brand exposure.

• An easy to brand item and at a low cost. For example, a baseball cap is easier to brand than shoes.

• The item should have the brand is well visible at all times. Printing a logo on socks will not have good exposure as putting it on a baseball cap.

• The item should speak of the status of a company. Though it is meant to be a gift, if it is cheap and useless, it really reflects badly on the image of the company.

Promotional products should really start at company level. This is where the client first gets to see the brand. Most companies have colour themes. These are the colours clients mostly identify a company with. Alongside the company logo, these colours are on the walls of offices, cars, and the corporate clothing. Uniforms especially are a great way to build a brand. Many fliers for example will easily spot the crimson uniform of Virgin Atlantic airways.

Corporate uniforms also speak strongly about the company. An attractive thought-out design and color gives a professional image. A poorly cut and designed uniform says the company might not be very sure of what it is doing. Uniforms also signify that the company sees itself as one.

When branded in the right manner, corporate wear, and other branded items come to be very familiar to the customer such that he or she picks them out without much thought. The brand has been exposed to him or her to a large extent and it has become comfortable to him or her. Picking products under this brand is almost natural. Coming up with promotional items is only limited by imagination. There are thousands and thousands of items that can very well serve the purpose.