When the topic is corporate promotional products, it is imperative that we remember what we are really promoting is a company’s brand. No matter how pretty, nice, or affordable a product is, the goal of that product is brand image and brand awareness. It is important when designing or fabricating corporate event pieces to keep in mind the brand image.
One of the biggest mistakes you can make is to source cheap or low-cost items, only to find that the coloring is not to brand guidelines, or worse, that the product ends up in a garbage can or stuffed away in a box or closet. In the same way that we want our companies to be our customers’ first choice and favorite, we also should strive to have our promotional items be the first choice and favorite. This, as we know, is how our name and branding get out to the public.
Because of this, I’ve found that the companies we represent are looking more and more for higher-end and uniquely designed items to set their brands apart. What we are finding is that high-end does not have to mean expensive, and unique does not have to mean longer in-hand dates. We are setting our customers up for success with their corporate promotional products by focusing on three main areas: materials, color, and design.
Materials
A scratchy, heavy cotton T-shirt and an ultrasoft tri-blend T-shirt can sometimes differ in price by less than 25 cents. In the same way, when it comes to promotional products, we are finding that the small step up in price pays for itself in value in almost every area of marketing. Companies are not just buying bulk loads of T-shirts, stickers, and door hangers. They are now promoting themselves with branded signage, custom laser-engraved items, and daily-use items that are of the quality level needed to set a great brand image.
For many beverage clients, we make items like custom laser-etched bourbon rocks. Our signage has been elevated to acrylic with custom laser-polished edges and often with LED neon-type color change lighting. Our real estate agents are getting custom color keychains for their new house keys that are laser engraved and come with a flashlight and even a laser pointer. Custom rosewood grill sets, laser-etched slate, and wood cheese boards are now common.
We are also helping companies promote to their own team members with crystal and glass-etched awards and recognition items. For our service and restaurant industries, collectible coins and poker chips are being used to offer discounts to customers, and custom tumblers are being made to offer value for return guests. In each of these cases, the step up to a higher-end material is a very minimal cost upgrade, but a huge upgrade in image and value.
Color
The second area of improvement for corporate promotional customers is in the area of color. With the proper volume, additional color is a very inexpensive upgrade. For one of our special clients, we found that the difference between a ten-color screen print and a four-color screen print was less than 25 cents per shirt. But the difference in appearance, quality, and value elevated this shirt into being one that will be worn over and over. With the quality of direct-to-garment prints and the options of silkscreen and direct-image printing, there is no need to shy away from color.
We have been finding that the best bet on color is either a classic vintage one-color look or jumping to the other end of the spectrum with bold, vibrant, and eye-catching color. If you want your brand image to stand out, two things are important. First off, to make sure that brand logos and brand guide colors are accurate and noticeable. And secondly, to make sure that the use of color makes a statement that draws in the eye.
Design
The final area of improvement, and the one that we see making a greater impact lately, is in the area of design. There was a time when it was quite a statement to have an alligator, a polo player, or a swoosh on the left front pocket area of your polo shirt. These designers now have their branding in new and bold places. Branding for our corporate promotions should be no different. Branding needs to be eye-catching and make a statement.
On apparel, we have been finding that larger vertical print logos and logo placement on collars, sleeves, and hems have made a much greater impact. We are even putting QR codes that lead to special offers or landing pages on apparel items and different promotional pieces. Different companies are opting to put logos and slogans on their items in addition to their branding. With the ease of set up for print and engraving files, we are also doing many items that are unique to the individual, by either adding on a specific name or date. As with the other elements of color and material, the design elements need to reflect the image of the brand and cater to its unique client base. Having a piece that makes a personal statement, or a design that is a fashion statement often not only gets the item noticed, it gets it used.
Wrapping up
When it comes to corporate promotional items it is also important to note that with the power of the media, and especially social media, it is a great idea to remember that bigger is often better. For our clients, we have made items as substantial as custom coolers, LED-lit retro refrigerators, and custom event pieces over 12’ tall.
Corporate promotional products sometimes need to make a statement as big as the company you are trying to promote. Big or small, it is important to remember that the item that the customer sees or handles is a reflection of your brand. Make sure it makes the right statement.
