Business
How company branded products can help when bringing in clients

How company branded products can help when bringing in clients

You may think of branded products simply as your company logo on an invoice or letterhead and perhaps a branded pen or calendar as a Christmas gift. Yes, these products can serve a specific purpose, however, there is practically no limit to how branded products can be used these days if you use your imagination and business acumen. The important thing is to think through what your specific business objective is and to ensure it is measureable. This is how businesses achieve success that is affordable and targeted.

Raising brand awareness

While big businesses can spend a fortune on creating a range of products suitable for almost every occasion, from rewarding staff to attracting new clients and keeping existing ones happy, usually smaller businesses don’t have the time or the resources to spend a lot of money on marketing. The solution is to tailor the products your business opts to use to best meet your objectives within your target marketplace.

Universal recognition does not come overnight and the place to start, before you conquer the world, is your catchment area. For example, if you are selling sports goods there’s an obvious opportunity to sponsor one or two local junior football teams, perhaps by selling highly discounted kits on condition they carry your company logo. Even if sport has nothing to do with your business this kind of branding exercise is a good example of how to get your company name into neighbourhood households.

Business to business

If your clients tend to be other businesses rather than individual consumers then think about how you use your business gifts. Cheaper goods are fine as free giveaways at conferences, trade fairs or festivals, however something a little different can make your customers sit up and take notice. In a boardroom setting, for example an elegant vase, decanter or a special brandy glass for the Chair will be noticed by everyone that uses the room. Engraving items with your logo or a personalised message will make them memorable and are great gift ideas for employees who are retiring.

Talking of employees, you may have noticed that establishments are increasingly using branded clothing – branded ties or cufflinks for formal wear and T-shirts for establishments with more casual dress codes. This means that everywhere your employees go they are taking your business brand with them. The same is true of companies participating in larger scale events such as trade fairs or agricultural shows – often you will spot a set of branded umbrellas as well as the company banner, display or marquee.

Taking your brand further afield, including online if this fits with your business model, can be very rewarding in terms of securing new customers, however, it’s important to make sure you are equipped to deal with success. There’s little point in creating a clear company objective if, when it succeeds, your business and your employees are overwhelmed. Good strategic and branded product planning is the key right from the start.

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