Within the modern business world, branding is essential and there are more options available than ever to portray a brand message and identity. Promotional merchandise is one of the most successful ways to advertise a brand and a great way to reach an intended audience. This method has been around for century’s, an early example of merchandise was in the seventeenth century during the election of George Washington. Commemorative buttons were produced and handed out to the masses to promote George and to get the audience on his side. This was a successful ploy as George won the election!
These days there’s a bit more variety and choice when it comes to promoting a brand and establishing a brand identity. There are companies that are dedicated to sourcing and producing promotional merchandise in the 21st century so there are thousands of options available to companies. With a huge range and many options available you have to ask the question what is the right promotional product for my company/brand?
With this in mind, a little research is needed to make the right choice. The design and quality of the product is paramount as the brand identity will be linked to the product. As an example, a new hair salon is opening and they are handing out promotional gift bags of a poor quality. The customer will immediately link this to the quality of the service at the salon therefore a negative reflection is created for the brand. The type of product is also an important decision that needs a little thought and planning. A clear link to the brands audience is essential otherwise the brands promotion won’t reach the intended audience and the brand advertising will be a failure. A good example of this is promotional calculators. They are great to reach an audience of professionals with an academic background such as scientists at a conference event, the gift is useful to them therefore they will keep it and see the brand logo daily. On the flip side a branding promotion would be a failure if calculators were handed out intended to reach an audience of non academics as they wouldn’t be as interested in the product and wouldn’t pay attention to the message being portrayed.
With a little thought and research, the right promotional gift can reach an intended audience and represent a brands image and values in a positive light, an essential for modern companies.