subject: Developing The Right Promotional Products for Branding [print this page] Developing The Right Promotional Products for Branding
Branding for your business should never take a linear approach. What happens if that path is truncated or hits a figurative bump in the road? Not only will you have wasted your time developing an ineffective strategy but your sales may be stagnant or, worse, be less. When trying to get your company or organization seen, target the physical and online worlds two places where the average consumer regularly shops or searches. For the internet, creating a well-developed website that ranks well is an important part in getting your brand seen by online shoppers or those searching for your services. In the physical world, however, print advertising is no longer as effective as it used to be, and, instead, creating a set of promotional products may be a better strategy.
Which products are better for advertising purposes? First, as with all marketing strategies, think of the consumer: what he wants and how this item is useful. Because of this, popular promotional products are items that have several regular uses: tote bags, mugs, and pens. Aside from these traditional items, hand sanitizer bottles have increased in popularity. If you are targeting the average consumer, and not a niche section of the market, find an item that is useful to practically everyone and is in your budget.
If you, instead, are targeting a niche customer, what should you do about promotional products? In this case, find an item that can be associated with your business. Nearly any item can be turned into a promotional product by way of a logo or name, and finding the right product should not be too difficult. For example, if you are a new nail salon looking to increase business, consider giving out nail care sets and cases that display your name. For a golf club, similarly, go with imprinted golf balls.
While the medium for branding is important, so is your logo. Products printed with a logo the average consumer cannot associate with a brand are ineffective. If your company's brand is already established, don't go too far away from the average consumer's perception. In fact, changing a classic logo look at Pepsi's and Gatorade's mistakes from a few years ago could be detrimental. Stick with standard colors and a design when creating your set of products.
If your brand is emerging, however, gaining visibility is important. With a large and distinct logo, promotional products are sure to make an impression. In this case, choose a set of items with large surface area, such as tote bags, for displaying a full-color and unique logo.
