Promotional products as marketing tools have been around since the creation of mass printing and marketing. Using common items to display a company logo and other promotional messages is one of the earliest marketing tactics in business. Everyday items such as clothing, stationery, utensils, accessories of different kinds, can all be branded for a company’s brand building effort. These items are great in that the users constantly see the brand on the item and it becomes part of their memories. Every company big or small should employ the use of promotional items, according to the goods or services it deals with. They are cheap and effective in carrying the message across.

This is a powerful method of sending subliminal messages, which have been found to be very effective in advertising. A person using a common item such as a pen with a company logo will have this image go gradually into the subconscious. When he or she goes out shopping, he or she is more likely to pick a pen with a similar logo. Promotional items are easy to brand and most often are inexpensive accessories. The keychain, for example, is a classic item. It is cheap to brand and can be gifted at a small cost. However, the client is in constant touch with it. This is like having the attention of the client at all times.

When picking an item to brand and gift, the company should concentrate on some key considerations;

• An item the client will have on every day or constant use of. This maintains brand exposure.

• An easy to brand item and at a low cost. For example, a baseball cap is easier to brand than shoes.

• The item should have the brand is well visible at all times. Printing a logo on socks will not have good exposure as putting it on a baseball cap.

• The item should speak of the status of a company. Though it is meant to be a gift, if it is cheap and useless, it really reflects badly on the image of the company.

Promotional products should really start at company level. This is where the client first gets to see the brand. Most companies have colour themes. These are the colours clients mostly identify a company with. Alongside the company logo, these colours are on the walls of offices, cars, and the corporate clothing. Uniforms especially are a great way to build a brand. Many fliers for example will easily spot the crimson uniform of Virgin Atlantic airways.

Corporate uniforms also speak strongly about the company. An attractive thought-out design and color gives a professional image. A poorly cut and designed uniform says the company might not be very sure of what it is doing. Uniforms also signify that the company sees itself as one.

Branded items along with corporate wear build a brand so effectively due to their heavy exposure to the customer. Picking the brand among others then becomes natural to the customer as he or she is familiar with it. Only imagination limits the extent to which branding of items can be done. Hundreds of items can be turned into promotional items and the number keeps growing. The role these items can play in building a company’s brand should not be underestimated.




Apparel Corp is the author of this article on Promotional Products. Find more information on Promotional Items here