Company Branding - The Basics: Part 2

Earlier this week, we published an article which basically explained that 'Brand' was more than just a logo. Everything from the way the telephone is answered, right through to how one is perceived in the public eye is all 'brand'.

In this latest article, we are going to look at how Brand can be embellished on potential clients minds.

In this modern age, brand, and imagery is everywhere. Our minds are bombarded with brand snapshots everywhere we go. Buses carry brands inside and outside their vehicles. Brands appear, seemingly non stop on our social media timelines, and the brand appears even in the uniforms of those who serve us our daily coffee, bread, newspaper or shopping etc.

So, having a brand that stands out is the challenge. And this is where the initial choice of 'brand', and what it stands for, is so important. When creating a new brand from scratch, it'll be ideal to have a brand that is catchy, memorable, and with Intellectual Property (IP's) available to register without treading on anybody else's toes (particularly website domain names).

Assuming that you now have a brand that is representative of you, your business, and your business values, the next stage is to reach eyeballs with this. And this, is where your friends at Total Merchandise can help.

With the daily bombardment of brand imagery and every brand desperate for you to buy and remember them, you need to think clever and outside of the box. The Promotional Merchandise industry really exists just because of this. You are far more likely to remember and re-engage with a brand whose brand you come into daily contact with than one from 'cold'. For example, the coffee cup on your desk, your mouse-mat, your pen in your pocket or the air freshener in your car, are all opportunities to place your brand before a potential client without offending them. After all, who doesn't like free stuff?

Perhaps the greatest trick of Promotional Merchandise is timing. Of course, we all love receiving a gift from a supplier or client. But, if the receipt of receiving could be timed to coincide with 'something' it would also be all the more memorable, and special. The 'something' could be any event, season or even climactic occasion. Is the U.K having a harsh winter? How about Ice Scrapers branded with your Logo? Kids about to go back to school? How about branded pencil cases? Or bags? The sporting event...you get the idea...

Now, if only there were any major sporting events, summer holidays or kids going back to school for a new term in the next couple of months...

Written by

Adam Carter | Product Team Manager

As Product Team Manager for the past 15 years, Adam has built up an enviable reputation as one of the industry's most trusted authorities on promotional merchandise. As well as supplier relations, product sourcing and pricing, Adam is also responsible for ensuring our promotional merchandise is presented on the website in the most effective manner. His expertise makes him the go-to person in the company for spotting merchandise trends and finding the best branded products to meet customers' needs. When not at work, Adam enjoys travel, electronic music and all forms of cinema.

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