As a company in the promotional products industry, your entire business revolves around helping customers increase their brand awareness. Meanwhile, your own brand is on the backburner. Enhancing your brand is the most important thing you can do to grow your business. You wouldn’t trust someone with bad teeth as your dentist, would you? So why would a customer trust you to help them with their branding if your own branding is subpar. These three doses of advice will give your brand the recognition it needs to bring in new customers who aspire to achieve your level of branding.
1. Establish all of the elements. Decide what you stand for, then make sure everyone knows. What makes you stand out among the masses? Your brand should be well thought out and genuine. It needs to embody what you stand for as a company. You’ll need a logo, possibly a slogan or tagline, a mission, and brand standards, including your corporate color palette, typography guidelines, and logo usage (brand standards inspiration: Nike Football). Take the time to really think about the emotional response you want your brand to elicit. Color plays a huge role in this. Check out the color emotion guide below to see what different colors mean.
2. Keep it consistent. You’ll never be able to establish a solid brand if you keep changing it up. This is why it’s important to spend the time to come up with a timeless logo, then stick with it. You want people to catch a glimpse of your logo and immediately know that it’s your company. They won’t be able to do this if you’re not consistent. One brand that has done this especially well over the decades is Coca-Cola. Even when the logo is in different languages, you can still tell it’s Coca-Cola.
3. Exposure, exposure, exposure! Now that you’ve identified your brand, it’s time to get it out there. You’re in the promotional products industry, so I know you understand the importance of brand exposure. Put your logo on your business cards, on your website, in your email signature, on catalogs (Hint, hint: SAGE Inspire Catalogs can be customized with your logo), advertisements, brochures, and all of your other marketing pieces. And – obviously – put your logo on promotional products! You know they work, so why should your customers be the only ones reaping the benefits? Not only will it increase your brand recognition, but they will serve as product samples with your company information right there for when someone wants to place an order (don’t forget to include your contact info!)
For more advice on branding, join us for Lunch & Learn, where our creative genius, Mathew Barnes, will be going over the dos and don’ts of logo design and other branding elements. Lunch & Learn sessions are hosted at our office in Addison, Texas. Lunch will be provided and there will be other presentations aimed toward helping distributors improve their businesses. Best of all, it’s FREE to attend! Click here to view the session schedule and register to attend!