Promotional Products  » Education Center  »  Branding

Branding

Building Brands With Promotional Items

Quick. When your customers think of a particular product, what is the name they think of? If you have truly done your promotional job, the first thing that will pop into their heads should be the name of your company or product. Daymon John knows branding. That’s why when you think of street-wise fashion, you think FUBU. Or think facial tissue, chances are good you think of Kleenex. Or, if you received a gift in a blue box with a white ribbon, where could you assume it came from? That’s right. Tiffany’s. At this point you are probably thinking that’s fine for anyone who has the money John or Kleenex has, but the truth is, study after study has shown that branding is far more a matter of strategy born of hard work than money, especially in the beginning of a product’s or company’s lifetime.

Promotional items can be one of the most practical, inexpensive, and effective tools in your arsenal to build a brand. What does it take? Three things: distinctiveness, relevance, and consistency. That’s all. Follow those three watch words with your promotional campaign, and you will have a winner. Too often, business owners and managers come up with promotional products to use that do little if anything to really promote their business. They might end up buying personalized coffee cups, key chains, or some other sundry item that only ends up costing them a lot of money. Since those items frequently aren’t distinctive, relevant, or consistent, those products will probably fail to earn you the brand recognition you want.

None of this is to say that coffee mugs, key chains, and other items aren’t good promotional products, but without a program and a plan, they are just junk that might as well end up in the trash. One real estate manager in Florida refuses to send out a sales mailer without some kind of promotional item in it. Many competitors call her the “branding queen,” but the moniker is well deserved. Considerable thought goes into each promotional product she sends out, and her brand is known far and wide (even beyond her market area) because of not only her clever sales angles, but because of the perceived thoughtfulness of her gifts. One recent promotional product included a fingernail buffer which included the catch phrase: “We want to polish your property to sell fast.” And it works.

Fortunately, this example only scratches the surface of what is available. Thanks to technology, practically anything you can think of is or can be used as a promotional product. Resist the temptation to buy promotional items that are a “real deal.” Just because an item is cheap, doesn’t make it an effective match for your product or business. Caution should always be exercised when selecting promotional items, since these items reflect not only your business and product, but you as well. Promotional items that are effective create a strong personal brand that can create more of the who you are, not less.

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ePromos Promotional Products, Inc. is proud to provide promotional products and corporate gifts to thousands of companies and organizations around the world. As real promotional items experts, we stand behind our quality and service with a 110% guarantee on all our promotional products. Call us today and let us help you with your company logo merchandise needs. To learn more about promotional products, and how they can help your marketing campaigns, check out our promo education center, promotional marketing guides and our promotional products blogs. Our promotional case studies blog features real marketing projects and the promotional items that created successful results for their promotions. This year ePromos is celebrating fifteen successful years in the promotional products and logo apparel business. Find the right promo product today!

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