Promoting Your Brand With Corporate Logowear
Branding, it’s the buzzword of the day for businesses large and small. Your logo is the most powerful asset and is the embodiment of your brand. Increasing brand awareness is part of any marketing plan. It is important to promote your logo and build a consistant message that gets your company the attention it deserves.
Creating our own unique company image starts with selecting a high impact, meaningful logo. Use it in print, on your company website, in your workplace and around town. An effective marketing campaign establishes repetitive opportunities to display the logo which over time forms recognition of the symbol or name. Highly successful branding efforts have burned the symbol into our minds to the extent that that we do not even need the company name to recognize the product. Think of the “swoosh” symbol that is synonymous with Nike, or the stylished font style that has brings the Coca Cola logo to life.
Granted, these brands are part of our culture due to exposure, time and large marketing budgets. Start up companies, groups and organizations can build their brand by displaying their brand with less expensive campaigns. Many of these start with promotional products and corporate clothing. This affordable alternative provides great value by associating the brand with a professional, clean and consistant look while also putting the brand in front of customers. There are many decoration techniques to show off your corporate logo. The most popular choices for displaying your logo on polo shirts, caps and tee shirts is custom embroidery. Embroidered and screen printed shirts are used by schools, corporate entities, churches, sports teams and many other organizations. They have found that custom clothing can be used to make a name for themselves, promote their image, and make a statement about their team or organization.
Today, there are endless options for promoting your brand with logowear. Designer brands are available such as Addidas, Izod or Ralph Lauren and many more. A golf country club may be well served utilizing Callaway Golf, Ping or Nike Golf. Brand can create an association with quality and style. This is especially if the products will be sold in a store or used for an event and also recognizes the demographic of their organization. Brand name is less important for uniform apparel and trade show clothing as the emphasis is on the image of the company, not a particular apparel designer. In the end, it boils down to personal preference. The true importance should be placed on promoting your own company identity, so consider the message your want to send to your target market and select products accordingly.
HOW TO HANDLE CO-BRANDING:
Many companies have a need to display multiple messages or co-branding. Examples would be franchise organizations and regional entities such as Real Estate Brokers and Moving Companies. A successful blending of the two can be accomplished by different locations on the same garment, or by combining the two logos. The brand name is immediately recognizable and a successful pairing can generate a second look. For instance, take a look at these of two embroidered examples:
Women’s wear especially benefits from the new fashion forward decoration techniques such as rhinestones, sequins and the like. Stylish options are available in fitted tees, dress shirts and accessories. These techniques offer a great way to showcase company brands in more prominant positioning. Take for instance this use of the Century 21 logo and the broker name displayed below:
With so many possililties, marketing efforts are best supported by consultants and creative resources who understand the unique culture of your organization, team or company. These resources can be found in local communities, online or by referral. Brand building requires a cohesive, consistant message that builds upon repeated exposure to the brand. Consider all the possibilities, enjoy and have fun expressing what it is that makes your brand speak without saying a word.
