Everything you need to know about building brand identity via promotional products
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.
Why should you take promotional product campaigns seriously?
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 –
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.
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.
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.
The reputation of a brand is distinct from its identity. Brand repute refers to how your current and potential consumers view your business presence. Reputation includes online reviews, forum mentions, in-store comments and complaints, and almost every other form of customer-brand interaction that expresses consumer sentiments regarding the brand.
Promotional products can address grievances, resolve problems, and encourage your customers to pledge their loyalty without any second thoughts. It is a small investment that offers long-term returns. Reputation is indeed a part of a brand’s identity. However, it is also one that your marketing team can influence in record time. Research shows that promotional products begin generating remarkable impressions typically within a 15-days timeframe!
If you want to add to
your positive brand image, do remember to pick eco-friendly and sustainable
products and environmentally friendly packaging for your consumers. Adding a
touch of personality to your promotional products should help you in redefining
your brand’s identity and explore new markets with ease.