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Canadian Manager Magazine

The Importance of Branding and Logo Identification

By Arthur J. Wolak

Having an eyecatching logo as a company's symbol is not enough to create a strong corporate identity. To be effective, a branding strategy should be employed. Promotional products are among the most powerful and essential business tools for building company identity. Planning is essential for promotional product programs to achieve desired outcomes. The first step in planning a promotional product campaign is to identify its purpose or goal. After determining goals, then a manager is in a position to decide on what items to place the brand. Budgetary constraints need to be measured against desired goals to ensure an appropriate match is achieved. A plan to get the items into the hands of the target audience is needed.

Branding and logos make this happen. But having an eye-- catching logo as your company's symbol is not enough. To be effective, a branding strategy should be employed.

Branding builds corporate identity through combining a logo, image, or slogan into a memorable corporate statement, which is then printed, engraved, silk-screened, embroidered or embossed on a wide assortment of products. Your brand needs to be visible on a variety of products to ensure maximum exposure to get your company noticed in a positive way by your most important audiences - your customers and employees.

How can Promotional Products be used for Corporate Branding?

Promotional products are among the most powerful and essential business tools for building company identity. As advertising giveaways, they attract business. As company gifts, they encourage employee and client loyalty. Well-chosen products are tangible reminders of a company's name and purpose. Since they have a high-perceived value to recipients, they will be proudly worn or displayed with the company's brand - its logo and message - clearly visible for everyone to see. As a result, corporate identity will be strengthened.

Promotional products make an excellent gift with purchase. They can be used to celebrate the launch of a new product or the opening of a new store, office, or branch.

Promotional products are also popular as sales incentives for commissioned salespeople. Even employees on salary will appreciate such items since they will be worn or displayed proudly while encouraging employee attachment to the company and its goals. Staff morale, loyalty, motivation, and productivity will therefore rise.

Four steps to an effective promotional product campaign

Successful promotion campaigns don't happen by accident. Planning is essential for promotional product programs to achieve desired outcomes. You need to carefully consider your campaign's goals, product selection, budgetary limitations, audience, and distribution plan.

1. Determine your goals 

Whether your objective is to attract more visitors to a trade show exhibit, increase sales with current clients, establish working relationships with new clients, or boost employee morale through incentive or reward programs, the first step in planning a promotional product campaign is to identify its purpose or goal. There may be several, but they must be identified.

After you establish your goal, you can work on selecting appropriate products that will achieve your goal and strengthen your company's brand image.

The following are some objectives that you may have in mind for your company. Whatever it is, you should identify it at the outset since it will form the foundation of your campaign and help determine suitable products:

* Develop a corporate image* Promote a new office, site, or branch * Improve employee morale * Draw visitors to your trade show booth * Attract new customers * Educate present or prospective buyers * Launch new products or services * Improve existing client relations * Announce the opening of a new business segment * Increase sales volume  

2. Select the right product for the occasion

After you've determined your goals, then you're in a position to decide on what items you want your brand placed. It is important to keep in mind that trade shows, conferences, company golf tournaments, and employee recognition programs each require a different set of products.

Customized gifts keep the company's name in the minds of recipients. When the item is practical, such as a calendar, coffee mug, tote bag, T-shirt, or pen, it is likely to be used every day and provide free daily advertising. However, more expensive items, such as executive gifts, plaques, and glassware, will make the important statement that you appreciate your client's business. Branding your gift will enhance the connection between your company and your client, which will provide a foundation for a continued mutually beneficial relationship in the future.

While there are thousands of promotional products that can be personalized with a company's corporate symbol, logo, or message, there are broad categories. Answering a few questions can help isolate them and make the selection less intimidating.

* Does your company need products to give away at trade shows or conventions?

Then you may wish to consider fun, low-cost items that will leave a lasting impression on visitors to your booth. Tote bags, water bottles, and pens may meet your needs.

* Does your company wish to distribute appreciation gifts to loyal customers?

Then higher quality gift items will serve this purpose. An embossed leather wallet, attache case, engraved glass mug, printed golf umbrella, or logo-- imprinted executive pens and watches will have lasting appeal.

* Does your company wish to provide incentive gifts to employees?

Then a variety of products should be considered, from articles of clothing such as embroidered jackets, silk-- screened or embroidered T-shirts and sweatshirts, to electronic items such as desk clocks, radios, and calculators. Embroidered golf towels for spring and summer, and blankets for winter are also highly regarded gifts because they have practical use.

3. Establish your budget

How many items are needed for your promotional campaign? How many people are in your target audience? The answers to these questions will help you arrive at a realistic number from which to determine the cost of the program.

Always be aware that budgets will guide your product selection, so budgetary constraints need to be measured against desired goals to ensure an appropriate match is achieved.

4. Create a distribution plan

Determining your goals, identifying products, and establishing a budget are essential components to an effective promotional product campaign. In order to create a successful outcome, you need a plan to get the items into the hands of your target audience.

The following are some methods to consider:

* Employees can hand them out to visitors at trade show booths* Sales managers can give them directly to a customer in person to enhance the experience of receiving a company gift * Items can be mailed or couriered to clients, especially if they are business gifts sent in appreciation for a good sales relationship * Managers and supervisors can give the products to employees at a general meeting as a public acknowledgement of good work

Identifying goals, selecting products, working on a budget, and creating an effective distribution plan are essential elements to a successful promotional product campaign. However, in order to source products, quantities, and alternatives, it is important that you work with an experienced promotional product consultant who will review your requirements and help you select the most appropriate products to meet your goals.

Whatever product you choose to distribute, your company logo and message must be prominently displayed so your company's branded identity is strengthened in the minds of recipients. This will form a lasting impression and help your company assert a strong image that not only will impress clients, but increase employee morale and productivity.

Author Affiliation

By Arthur J. Wolak, MBA, President Arelco Promotional Group Inc.

Arthur J. Wolak, MBA, is president of Arelco Promotional Group Inc., a leader in the Canadian promotional merchandise industry specializing in advertising products customized for private and public companies, non-- profit and charitable organizations, and government agencies throughout Canada and the USA.

For more information about Arelco, visit www.arelco.com or to contact the company directly, call 1-888-724-1714 or email info@arelco.com.

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