Every business or brand has a distinct presence in a market. The visible elements, including logo, colors, and design, comprise the brand’s identity. Brand identity is what helps distinguish the products from one designer label from another. It is what separates the consumers of Gucci and Prada from the buyers at Target and Walmart.
The identity of a brand is crucial in defining its customers, the customer-brand interaction, and it’s market reach. It governs the future of a brand, and it greatly influences the success of a brand in almost all ways possible. The company should seize every chance it gets to refine and strengthen its identity in front of potential consumers.
One time-tested way of defining brand identity is by offering promotional products to the target audience. While the efficacy of print and popular media advertising has taken a backseat, other methods including handing out promotional products have picked up momentum.
Promotional products can strengthen the tangibility of a particular branded experience or event. It is a critical element of brand recall that the modern audience requires right now. Visit https://www.superior-resource.com/services/promotional-products-nyc/ to learn more about the leading products that have the strongest impressions on the target market.
While the first promotional products date back to the election campaigns of George Washington in 1789, you can find the most prolific use of promotional products in the 19th century. By the early 1800s, calendars, notepads, and simple knickknacks became the leading choice of products for brand promotion.
- What should your promotional products achieve for your brand?
The principle of product promotion has remained quite the same since the early 19th century – the products should remind the recipient of the brand and evoke fond memories of any interaction with brand representatives or services. Apart from the essential branding requirement, here are a few things promotional items can do for you and your brand –
- Attract a new consumer base
Do you want to explore a new market? Do you want to acquire new customers? Is the current market too small for you? In that case, you may want to test the waters with promotional products. Subsequent tracking of brand recall can give you an idea about how your brand might perform in the new market amidst new paying customers.
Brands with a high recall often perform much better than those with lower recall values in a virgin market. At the same time, handing out promotional products can encourage “word of mouth” marketing. It will increase the visibility of your brand name for consumers other than the recipient of the promotional item.
- Strengthen your presence
Once you decide to explore new markets, it is time to strengthen your presence in your current market as well as tiptoe into the new one. While it is impossible for a brand representative to remain present at every shopping mall, and retail store to remind the customer of the brand’s presence, the promotional items can be a persistent reminder. Brand integration becomes considerably easier in any market with the introduction of branded gifts for all consumers.
- Find your new homes
The branded products should not only sit in the trunk or glove box of the consumer. These should make it into their homes and offices. That makes it critical for every business to pick promotional items that consumers can find useful. Moreover, these items should be durable since it is likely for consumers to associate the quality of promotional products with that of the brand products or services.
Whether it is a set of coasters, a calendar, notepad, mug or a pen, the consumer must feel the curiosity, interest and urge to take the promotional gift home and share the experience with friends and family.
- Work on your brand reputation