Branding Your Company Through Promotional Materials
One of the most important parts of any companys marketing plan is branding
, or establishing the way that your customers, clients and even your competition see you. There are numerous ways to brand your business, and many of them cost a lot of money. Some business owners see branding as an unnecessary part of marketing or even as throwing money out the door simply because there is no way to measure the effectiveness of branding.
However, some of the biggest, most successful companies on the planet are the best at establishing a brand, which should tell you something. Whether you are a small business or an international corporation, branding can be a beneficial part of your marketing plan to invest in.
One easy and effective branding technique is to use promotional products to get your company name in front of the people that you want to be familiar with you your potential customers. There are a variety of different types of promotional materials that you can use. Some promotional materials are rather generic, able to be used by any type of business, like pens, stationery and coffee mugs. There are also a variety of more specialized promotional materials that the more creative marketer uses, things that pertain to your business. For instance, a construction company might print their logo on a small hammer or tape measure while a nail salon can publicize themselves with nail files. The possibilities for this kind of creativity are endless.
Promotional materials are most often printed with the company logo and slogan and possibly the contact information. This way whenever someone uses the material they are reminded of the company who gave it to them.
For any business owner, there are some key points to keep in mind when trying to brand your business using promotional materials.
Consistency
The most important thing to remember when trying to establish a brand for your company is that consistency is key. Everything from the slogan you use to the color of your logo needs to be the same on everything. The idea is to create a familiarity with your company through repeated exposure to the same information. That way when someone is looking for a company that provides your services, they automatically trust you and you come to mind.
The promotional materials that you choose should be the same color that you use in your company logo, or a complimentary color that is seen with your company information often, and your company logo should be prominent on the promotional material. Be sure that whether you are using ink pens or Frisbees you are being consistent with the image that you are portraying of your company.
Usability
The reason that promotional materials are such a good way to brand your business is because they are always in front of your target audience. And if you are a really savvy marketer, you make sure that the promotional material is something that the person uses when they need your services. For instance, plumbers might print their logo on a wrench so that when the person gets the wrench out to use on a pipe, they are reminded of the professional who performs the same task that they are about to do themselves.
So the task of a business owner trying to decide which promotional products to use is to find something that will be used often. That way the branding is effective. For branding to work properly, your name and logo have to be in front of the target audience repeatedly. Otherwise you really are just throwing money out the window.
Effectiveness
Effectiveness and usability go hand in hand. You want to make sure that you choose a good quality promotional material that resonates with your target audience and anyone else who sees it. Be sure that your logo and slogan are big enough to be easily read and understood. Some logos are too large to fit on smaller promotional materials. In that case, you have a choice to make. You can either use different promotional materials or simply use the name of the company in large, bold letters rather than the logo. Either way can be effective when used correctly. Until you find the right product or combination of products you may want to order the smallest amount of promotional products that you can to test their effectiveness.
Cost
Using promotional materials to brand your business is a smart way to stretch your marketing dollars as far as you can. Even the most elaborate of promotional products are generally cost effective because of their convenience and usability, which keep them at the forefront of the target audience. Promotional materials are a smart way for any business owner to start a branding campaign or enhance an established marketing plan.
by: promotionsintl
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