Brand your company’s marketing message by leveraging the power of the little things that can make you stand out over your competitors.
[dropcap]I[/dropcap]t may seem like elaborate marketing campaigns are the most effective means of getting a company’s message out to the masses. However, for Arkansas companies, creating the right branding and marketing materials can be much simpler and cost-effective than taking huge strides in any one direction. Giant billboards and clever television commercials certainly have their place in promoting a strong brand, but don’t forget that starting small is just as important. Building brand awareness and promoting customer loyalty can be as simple as making sure your message is clearly and cohesively displayed on everything from the company stationery to promotional items and packaging.
The “little things” of a brand include details that often have the biggest impact on the consumers’ subconscious. For example:
- A specific color: We’ve all heard of Tiffany Blue
- A type or quality of paper: What’s the first thing that comes to mind when someone hands you a flimsy business card with obvious perforated edges?
- A particular shape: Nike’s Swoosh is recognized worldwide, no matter the context
Your brand is who you are.
A strong brand tells your company’s story and a clear brand message reflects the very essence of your business:
- Tone – What is your company’s personality? Its voice?
- Purpose – What does your business do?
- Nature – What does your company stand for?
- Target – Who are these products and services provided for?
The right logo, motto, style, design, and quality will help customers identify your products and services among the myriads of other companies that want their business as badly as you do. Branding materials with your logo stamped right on the front, such as pens, business cards, envelopes, and t-shirts, must be consistent company-wide to ensure that customers recognize your brand immediately.
A study by L.J. Market Research found that 52% of its participants who were given a promotional item eventually did business with the company who gave it to them. This is because they were able to recall the company’s brand and associate it with a positive experience. The experience had nothing to do with being bombarded by emails or watching a commercial during their favorite TV show. It was the simple act of being given an item with the company’s logo printed on it. Think of this not only when you’re considering promotional items, but also in terms of simply getting your brand in front of the customer; for example on receipt pads, estimate sheets, or thank you cards.
It promotes communication.
Every time a customer interacts with your brand, a conversation is taking place. Handing them a branded product breaks the ice, opening the floor up for communication by inviting them to learn more about your company. It lets the customer know your business has a message to be remembered.
This act also creates a need for reciprocation. The same L.J. Market Research study found that the remaining 48% of participants who didn’t do business with the company that gave them a promotional item still said they were more likely to seek out the company later just because of the kind gesture. A giant company billboard may scream, “Look at me!” but so do the other ten billboards that precede and follow it. That kind of exchange between company and consumer is one-sided, and the consumer will likely forget the message or ignore it all together.
It exposes your company to a wider audience.
The most effective marketing and branding materials come in the form of items that will net your company the most exposure possible. T-shirts that are designed with your message on them, for example, are moving, talking advertisements for your business. Clever designs that catch the eye prompts others to inquire about the organization and show your materials to others. This can be easily accomplished, for example, on business cards and folders by using die cuts, foils, or embossing.
Consider how often the smallest of items, like pens, get passed around from person to person. If your logo is printed on even one pen, it could change hands dozens of times, effectively spreading your marketing message with little effort on your part.
It’s easier than you think.
The success of your marketing message hinges on being able to stand out in a crowd. To do that, your brand needs to be distinct, consistent, and sharable with consumers. The little things are what can easily help you achieve the needed impact for your brand.
When your business begins the process of designing your company’s marketing and branding materials, contact Arkansas Graphics. Based in Little Rock, Arkansas, AGI has 40 years of commercial printing experience producing high-quality marketing materials and customized promotional products that ensure your message is delivered loud and clear, exactly how you envision it.
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