The indelible Swoosh. The Golden Arches. The bitten apple. Companies with less manpower and lower budgets hope to achieve even a fraction of the brand equity of Nike, McDonald's and Apple. But this kind of instant recognition doesn't happen overnight. A logo is only part of the equation. Think of it as the visual component of your corporate identity. Once you nail this part down, it's time for the next step.
Your business's reputation hinges on effective branding. Unfortunately, it's more complicated than designing a cool logo, handing out some pens and throwing together a direct mail campaign. It requires time, creative energy and a deliberate strategy. Most importantly, it requires connecting with your customers.
According to Ryan Sauers, president/owner of Sauers Consulting Strategies, Stone Mountain, Ga., think of your brand as "the sum total of key ideas, emotions and perceptions that are communicated to your audience and associated with your organization's work." Feeling a bit overwhelmed yet? Check out these five vital tips to start the building process.
1. SET GOALS
First, determine what your company is trying to accomplish in its branding efforts. Are you trying to grow your brand, reward employees or thank customers? Elicit feedback from your team and from those who are more removed. With the help of a reliable supplier, you can then determine which products would best suit your needs.
"Whether it's on the printing side or the promotional products side, your suppliers are key. Be sure to consult with them so you can create tiered options for your customers," Sauers suggested. "I always recommend three levels: one for the lower end of a budget, another for the middle of the budget and one for the higher end of a budget."
Remember, quantity does not translate to quality. "There are companies that go for the biggest bang for their buck to reach as many customers as possible, but in doing so they need to reduce product quality and safety, and that impacts how a customer perceives that product and brand," observed Kevin Burden, director of business development at Lenexa, Kansas-based Gill Studios.
Once you get a better understanding of your brand, you can then determine how you want to grow, change, promote and strengthen your current position.
2. FIND YOUR OWN IDENTITY
Your company's brand isn't defined by what you say it is—it's defined by public perception. Avoid mimicking what's already been done just because it sounds promising. So your competitors have a Facebook page? QR codes? Promotional products? Don't follow in their footsteps without knowing why.
"Remember this: People can duplicate your ideas, people can duplicate your company, people can replicate your DNA. They can steal an idea, but they cannot replicate you," Sauers said. "Be true to the DNA of yourself, be true to the DNA of your company, and find ways to simply be you and build your brand," he continued. "I always say a BRAND can be considered the 'Barometer reading of your Reputation, Attributes, Name and Distinctiveness.'"
Burden added that reputation is built on the idea of quality promotional items. "In my opinion, the most important factors are to associate your brand with a quality and safe product. If you are going to put your name on something, you not only want it to be used and in front of your customer, you want your name to be associated with good product," he remarked. "Also, if your brand promotes 'American Made' or 'Eco-Friendly,' the product should reflect your position."
3. RESEARCH, RESEARCH, RESEARCH
Print and promotional products each play a particular role in branding efforts. Burden believes print is an effective medium to use in the early stages of branding.
"There are so many ways to connect with customers today and so many generations that require a different approach," he said. "In building a brand, it is important to target all generations using the different advertising mediums to ensure your message is getting through."
He went on to discuss the advantages of promotional products. "An effective promotional product is a quality, safe tool that is readily used by the customer and, as a result, promotes a company name and image to that customer," Burden said.
While budgets should be considered, Sauers cautioned against using all print communications or all promotional products to solve your branding needs.
"The disadvantages of [using one of] these tools would be like using a hammer to fix everything in your house. These are simply tools in an integrated marketing communications mix," he noted. "People throw around the term 'integrated marketing communications' all the time, but what that means is you're touching people in a number of ways: direct mail, promotional products, text messaging, email blasts, social media, [face-to-face] and phone. [...] We want to be integrated communicators using all the tools at our disposal."
4. PROVIDE EXTRA VALUE
One of the challenges of using promotional items is finding something that will generate buzz. "It's top-of-mind advertising, but what is top-of-mind needs to be positive and beneficial to the customer," Burden said. "With so many promotional products out there competing for your customer, I think today more than ever it is important to provide not only a quality, functional tool, but one that is unique and brings new or different value to the customer."
Sauers agreed. "I think too many people give the same things away. [...] You've got to be creative," he commented. The last thing you want to hear is, "Anybody can get me that pen." Can that pen be more comfortable? Can coasters be eco-friendly?
Burden offered the example of Gill-line's Ad-Here Screen Cleaner, a microfiber cleaning cloth that sticks to the back of smart phones or tablets. When the touch screen technology gets smudged, simply wipe it with the cloth.
"Another of the same old product is not going to get customers to replace what they are currently using, therefore, providing little or no advertising impressions," Burden mentioned. "Something that provides [...] a dual function has a much better chance of getting used and providing the advertising it was intended to do."
5. REMEMBER THE BOTTOM LINE
There are certain questions that nobody in the marketing world wants to be asked. Sauers refers to this as the "So what? Why you? Who cares?" trifecta. Again, he stressed being different. Many companies rely on online tools because they can be beneficial in integrated campaigns and they're easily accessible. After all, Facebook, Twitter, Pinterest and Instagram are one click away. Sauers encouraged companies to seek out alternate uses for print and promotional products as part of the branding mix.
He added that print and promotional products are themselves customers of social media. So what does that mean?
"Print and promotional products don't have to sell print and promotional products; they market themselves with Facebook or Twitter or a text message campaign. But in the end, those campaigns end up selling print and promotional products," he explained. "The bottom-line keys to successful branding? It's about good content, creativity, connection and consistency in all that you do."
- Companies:
- Gill Studios