Branding Tips For Your Business

When embarking on a promotional campaign for your business or organization, there are many hidden factors to consider in order to get the most bang for your buck and ultimately, make it an overall success. Here are a few tips and pointers to keep in mind when considering your next promotion.

1) Branding your logo is everything. You want visibility combined with taste. The best way to do this is by choosing a method of logoing that will maximize and enhance your artwork.  For instance, whenever possible choose engraving/etching  or debossing/embossing over the ususal silkscreening method.  You may have a slightly higher set up cost but it’s worth it as those methods add a touch of class and elegance to your promotional product or giveaway. On a simple USB or flash drive device, for instance, laser engraving provides a subtle but effective brand of your logo that will last much longer than just a colour imprint, which may fade over time. The same goes for debossing. On a leatherette journal, debossing your logo gives it that added perceived value and add to the overall impact of your campaign. Ask about these options the next time you seek promotional giveaways.

2) While we are on the topic of branding logos, realize that not all promotional items are created equally. Some are limited with respect to where and how big your logo can be placed . Imprint or branding size and location should be a top priority when selecting a product to brand. If the goal of your promotional campaign is to make a big splash and to have your brand highly visible, then choosing a pen for that campaign will not make the most sense. Promotional advertising companies are experts in this field and should  guide you through these decisions. Ask them for all the specs and branding options on any promotional item you are considering for your campaign.

3) Get the proof. When manufacturers ‘mock up’ your logo on the promotional item you have selected, generally a paper proof, or in this day in age an electronic proof, is generated for approval. This proof shows, in detail, everything from your logo, where it will be branded, the size, colour, and any possible branding issues that may arise. When dealing with promotional advertising companies, make sure you insist on seeing a paper proof prior to going ahead with the order. There is nothing more frustrating than receiving a box of goods that are not exactly what you envisioned or the wrong logo was used. And with such tight timelines and restraints, there rarely is enough time to return and correct this problem before your launch date.

4) Get your artwork in order. Different promotional products require different artwork formats. Anything to be screened, laser engraved, or debossed for instance requires one of these type of files: EPS Illustrator with fonts converted to outlines, Photoshop or Quark Express  while garments that are going to be embroidered require a digitized file of your logo. Many people think that a JPEG or PDF file is sufficient for branding. That’s simply not the case.  PDF or Jpeg  files can be used to make the necessary digitized file (a specialized field) of your logo, but they are not sufficient on their own for imprinting. High resolution PDF files are used when full colour sublimation is used to decorate the product.

Having your artwork files sorted out early in the process can be a huge time and money saver. Again, your promotional advertising company will get you on the right track with your artwork.

5) Not everything should be branded. When engaging in corporate gift giving, avoid the temptation to brand everything. For example, giving artwork, pottery, or sports memorabilia is a great gift. But branding it with your logo is tacky and actually takes away from the gift. In fact, it probably won’t be used or displayed by the recipient. In cases like this, being thoughtful in your gift selection is adequate enough to leave the desired impact. You don’t need to always hammer people over the head with your brand.

6) Tread carefully with garments. Golf shirts, t-shirts, and other forms of clothing are perhaps the most widely branded items in the world. We’ve all seen them. The trick is to keep the end goal in mind. Big splash vs. subtle. Also, will the garment last beyond the actual promotion? Introducing a new product with a loud, colourful t-shirt is a great idea and may appeal to certain age group, however doing the same to a higher end golf shirt just doesn’t work. People will wear a nice golf shirt that is branded very subtly (tone on tone) and tastefully but will probably forego wearing the shirt if the branding is just too loud. Ask for the opinion of your promotional company as they have been down this road many times.