Using Brand Identity in Promotional Merchandising

Brand Identity in Promotional Merchandising

Businesses around Australia and the world are reflecting on what sets them apart in 2020 and are setting their sights beyond the current pandemic. One of the aspects of Business that is often overlooked is brand identity. However, with people thinking more about how they spend money, it is vitally important for a business to think about how its visual branding and aesthetics affect the perception of the potential customer.

This article aims to demystify what brand identity is, how we as branding specialists can work with you to discover what services and products can help make your brand unique, and the benefits of promotional merchandising.

What is Brand Identity?

It helps to create the brand image – a customer’s perception of a business which consists of various connotations related to their past experiences interacting with the brand. The tools and elements that go into creating this brand image are what we call the brand identity.

 Most branding specialists agree that the most common elements of brand identity are:

• The brand name
• The tagline or slogan used by the brand
• Color palette and style of graphics
• The brand logo or logotype
• The voice and tone of their marketing copy
• The style and typeface of their copy

These elements, when put together, make you stand out in the marketplace, builds connections with your customers, and promote the awareness of your brand to others.

There could be many other aspects to brand identity which are unique to certain kinds of businesses – if you would like to know more, don’t hesitate to contact one of our friendly branding experts and they’ll be happy to help.

The Brand Name, an Example

As language is an intrinsic trait that we all possess, the name you choose for your brand is one of the most important elements. It can have many different kinds of associations and can trigger memories in the minds of your target audience. By analyzing highly successful brand names, we have discovered three common characteristics:

1. The name needs to be memorable and easily pronounceable.
2. It needs to be relevant to the niche or industry the business is in and needs to reflect the desires and/or needs of the target audience.
3. The name must evoke strong positive connotations and relate to customer experience.

All of the other elements of brand identity follow similar rules but need to be tailored to every business. This is vital as the market is growing ever more saturated with more businesses starting up every day in Australia and advertising to their potential customers.  Your brand identity can assist you in cutting through the chaff of the digital age.

How we can help you stand out amongst the crowd

Standing out amongst the crowd is more than just designing a logo or creating a catchy slogan. The storytelling behind a brand and the emotions that it can conjure in the minds of your audience requires a delicate touch.

Thankfully, our highly skilled team of branding experts help you in this journey by including you throughout the process. We start by deep diving into your brand, asking you questions to better understand what it is that made you start the business in the first place and where you want to go in the future.

This enables our team of designers to curate a visual identity that projects your story and helps to match your promotional merchandising with that story – such as the uniform. The uniform your employees wear is a powerful vehicle of advertising that you can’t ignore, which is why we persist in delivering a product that looks great and functions just as well. We take you, step by step throughout the entire process – from fabrics to fitting.

Great uniforms are built to last – not only in their physical wear and tear but also in the impressions they leave in your customer’s minds. This makes you instantly recognizable in a saturated marketplace.

But, what else can promotional merchandising bring to your brand?

The Benefits Of Promotional Merchandising

As part of your branding strategy, promotional merchandising can play a significant role in helping to establish your brand. Uniforms are a major piece of that puzzle, but it can include things such as coasters, pens, USB sticks, other clothing, and more. This kind of business branding is often far more cost-effective than traditional marketing techniques such as flyers, posters, and other such signage- and this is down to two important factors.

Firstly, giving something of value to someone that adds value to their lives – such as a pen – tends to create a positive feeling. These emotions are then attributed to the giving brand and make it more likely that the customer will act on this emotion and revisit the brand for purchasing or more.

Secondly, people who do not use promotional products often give them to their friends or family. More often than not, that friend or family member will pay some attention to the visual branding of the product and it will be in their minds – acting as a powerful social trigger whenever they come in contact with the brand in the future.

However, promotional merchandising and products need to be personalized and tailored to the brand identity, the brand’s goals, and the ideal customer for that brand to be the most effective.

Take The First Step In Elevating Your Brand

While this isn’t an exhaustive list of the many benefits that promotional merchandising can give you and in breaking down every aspect of brand identity, we hope that we’ve given you some insight into how we can help you.

If you’d like to learn more about enhancing your brand identity, empowering your marketing efforts, and standing out in the Australian marketplace – please get in touch. We would be happy to talk you through the different ways in which you can take better control of your brand’s journey.

Contact Us Now if you would like to learn more about Elevating Your Brand.