Of the many terrible mistakes it’s possible to make with promotional items, branding a promotional bag, pen or shirt in such a way that it looks gaudy is easily one of the worst.
The idea and intention behind branding promotional items and giving them out to your current and (hopefully) future customer base is to further long-term brand awareness, create a favourable impression of your business in their minds, create and enhance customer loyalty, gain a competitive edge through the opening of direct lines of communication, and ultimately, generate sales.
If the promotional items you brand and distribute look garish and gaudy there’ll be little chance of achieving any of this; in fact, it’s likely that your promotional efforts will totally backfire and you’ll be worse off than when you started.
With that in mind, here’s how to go about branding your promotional items for maximum (positive) effect.
- Research your target audience – What appeals to them?
Your promotional efforts and the promotional merchandise and products that you brand and distribute are not only representative of your business but also your customers – don’t forget that.
Nowhere is this more blatant than with regard to merchandise that’s worn – clothing. If you’re to brand caps and t-shirts bear in mind that they’re representative of the image your business is showing the world, and perhaps more importantly, what you think of your customers.
If you give out gaudy, unfashionable clothing to your customers what does it say about your impression of them, and also, would they even wear it?
This would be an outright failure and your branding efforts will completely backfire.
- Interact with your target audience – This one or that one?
You should be interacting with your customers online using social media networks like Facebook because social media offers businesses an excellent opportunity to interact with their customers with the aim of furthering brand awareness, and just as importantly, gaining invaluable insights into their interests and tastes.
If you’re in the process of designing new promotional merchandise, make the most of the opportunities that social media presents to ask your customers for their opinions; you can even conduct a poll on Facebook so that they can vote for their favourite design – that’s a sure-fire way to avoid creating garish, gaudy promotional merchandise your customers dislike.
- Check out what the competition is up to – Learn from their mistakes
It’s also advisable to take note of what the competition is up to with their promotional efforts, not to copy them – you might, however, find derive inspiration from their promotional efforts – but more so to avoid the mistakes they’re guilty of making.
Although it might be hard to judge their customers’ reactions, you can gain invaluable insights into what your competitors are up to and hopefully, avoid making the same mistakes.
- Don’t go all in – Just yet
In addition to interacting with your customer base on social media networks to see what they think of the branded promotional bags you’re planning to produce, it’s also wise not to go all in just yet, but rather to initially produce a limited run of a promotional item to see what their reactions are like.
If they love them, then great, have more produced, though if you don’t receive as favourable a response as you’d have hoped, try again.
Branding is essential in a brand-centric marketplace – some would say a brand-centric world – so consider the points made here when creating a promotional campaign that generates long-term brand awareness, creates good will toward your business from your customer base, sees your business gaining a competitive advantage and generates healthy profits.
About the Author:
Sophia Quinn has been writing for years on a wide range of topics. Some days she focuses on health and fitness-related stuff while on other days she delves into business and finance.