Do Your Swag Choices Reflect Your Brand Appropriately?

by On Point Promotions | November 23, 2018

Every company has its own distinctive personality that is illustrated by what it looks like and how it functions. The reputation the owner builds and the culture that grows are examples of that personality. Some entrepreneurs build it consciously, like Mark Benioff at Salesforce. For others, especially small business owners, it comes from the owner and the values on which business is done.

This “personality” is the basis for the branding. Beyond just how you want people to see and interact with your business, your branding also reaches into the products and services your business provides and what makes you special, different, better suited for your particular clients or customers.

What’s swag have to do with branding?

The core of branding is that EVERYTHING you do as a business reflects back on the business. Understand that it shows in:

• How your business phones are answered
• The appearance of your place of business and employees
• The logo and letterhead that represents the business on invoices, correspondence, and signage
• The processes you have in place for onboarding new customers
• How your website looks, is organized, and functions

And, when you are presenting your company in a booth at a conference or show, or when you are participating in a community event, your business – and it’s branding – are front and center in the form of giveaways, donations, or swag you offer.

Smart business owners are purposeful in their selection of swag. That’s right, there is much more to promotional products than browsing a catalog or website and selecting anything that just catches your eye. Smart business owners know that there are several elements to be considered when they are making swag choices, such as:

• Audience
• Event
• Purpose of promotional products
• Marketing goal

Here we are not talking about employee incentives or motivation programs, or even customer loyalty programs, but focusing mostly on the use of promotional products as marketing or new customer attraction strategies.

 Choice of promotional products must meet not only the marketing goal in these situations, but must also reflect the branding and personality of your business. Even if some might think it humorous, it would be awkward for a law firm to give away glow-in-the-dark handcuffs. There would have to be a really creative marketing plan in place to make that do the work of attracting new customers.

Let’s look at an example of what might work better. Consider a business like Pinterest. When building brand consideration into swag for an event, they might select a pushpin with the Pinterest logo imprinted on it. How simple, and how significant! It works because Pinterest is a place to collect important information in one place. Isn’t that what a push pin does, too? An actual tangible pushpin not only serves its purpose on a bulletin board (another Pinterest reference), but is a constant marketing tool putting the Pinterest logo into the hands of users and in front of them all the time.

And, if you don’t think an actual push pin for a bulletin board is what you want, On Point Promotions has magnetic push pins, too.

Either way, the same idea applies if you are searching for employee rewards, VIP customer gifts, or even your employee apparel. Selections should be made mindfully with your purposes and marketing goals always in mind. Whether it be shirts, hats, socks, or gift-boxed logo cookies, make your next choice matter – in all the right ways!

How to make your promotional product marketing successful

Contrary to popular belief, it does not matter whether you are a large business or a small business. The mindful planning that should be part of your swag decisions is the same. And, contrary to popular belief, those making the purchases usually have lots of questions and need help in making the choices that work for them. Make your next choice matter – in all the right ways!

That’s where the pros at On Point Promotions & Embroidery come in. For many years we have been part of planning successful marketing programs and swag decisions for businesses of all sizes, with all purposes in mind. We have a vast catalog that will, without a doubt, make available whatever it is you need or have in mind. If you just browse through our website you will see that the selection and variety is immense. Let us help guide you through your next project. You will see how easy it can be when you call us at 317-762-4309. On Point Promotions is ready to work with you!