There are now 30 million businesses represented on Facebook . It’s pretty difficult to compete with all the promotional chatter out there if you don't have a strong brand that can be utilized across multiple promotional materials and efforts. Promotional products truly make a big impact. After two years, 89% of people who receive a promotional product remember the company the product came from.
However, you can’t just print up some key chains and hope your business will grow. You have to be much more deliberate than that. Building a cohesive image for your brand is vital to making an impression on consumers.
When the economy is tough, brands do better than unbranded products. This can have a huge impact on your long-term profits, as the economy goes up and down. When coming up with a design for promotional products, consider these elements:
Before you add images or branding to any type of promotion or promotional product, you must have a firm grasp of your business’s values and how those tie into the values of your customers. In fact, 64% of consumers say one of the reasons they are loyal to a brand is because of shared values.
If you don't clearly define what those values are, then potential customers have no way of knowing. Once they are defined, then every piece of promotional material should line up with those same values. Even the exact promotional packaging you choose should reflect your brand’s values.
When you think of McDonald’s, what is the first thing that comes to mind? Likely, the golden arches. When you think of Nike, what emblem do you think of? Any major brand tends to have a specific logo, in specific colors, that is easily recognizable to the consumer.
What is your logo and how does it reflect your brand and values? If you sell green living products, it would make sense to use earth tones and greens in your logo. Is your logo specific to the product you sell or to your brand name? Is it unique and striking so that it stays with the consumer? Once you have the perfect logo, include it on everything from press kits to Facebook ads.
Your design should be fairly simple. If you create an extremely complex design, it may not translate well across different types of promotional mediums. For example, a full-page magazine ad may work well with a complex design, but it won’t translate well onto a small promotional water bottle.
Some tips include avoiding a busy background , sticking to just a couple of fonts and considering the proportions of the fonts used in relation to the size of the promotional item.
Consider how difficult it will be to make edits to a design if you need to quickly prepare it for a new type of promotional product. Perhaps just the size of the promotional packaging will change. The simpler the design, the easier it will be to adapt it.
When it comes to branding, don’t forget any imaginable detail. For example, when a customer orders your product and receives the package in the mail, is the outside of the package easily recognizable as yours?
One company that does a good job with branding from the outside in is Hello Fresh, a meal delivery service. The box arrives with the Hello Fresh logo big and bold on the outside of the box and carries through to the recipe cards and the food products on the inside.
Another thing to consider as a designer is the shape of the promotional item. The way a design looks on a flat flyer is far different than the way it will look on a round stress ball or even the side of an ink pen.
When creating a design, consider the different types of products the design might wind up on. Think in terms of different shapes, including both two-dimensional and three-dimensional, as well as the surface area.
While there are likely some common products you have in mind for promotions, you never know what a client might throw at you at the last minute. That goes back to the point #3 about keeping your design simple. A simple design is much easier, and quicker, to adapt than a complex one.
Do colors really matter? An old marketing rule states that it takes a person about seven times seeing a brand before they remember the product or ad. Following the Rule of Seven, keep in mind that you can utilize different promotional efforts to achieve that ideal number of views.
However, if the logo or ad looks completely different from viewing to viewing, it may take far more than seven views for the consumer to remember the product.
Color is an important part of that branding process. Think about big brands and the colors they use. Coca-Cola uses red predominantly. Tide has a big orange bottle. Downy is typically a specific shade of medium blue. Color can increase brand recognition by as much as 80%, so you can see why consistency in color is an important part of your branding process.
Don’t be afraid to add some personality to promotional packaging. A big part of the reason people are first attracted to a brand has to do with the personality and culture of a company. A strong personality is a part of your overall brand. It will make you stand apart from your competitors and help consumers remember you.
Personality involves everything from the way you treat your customers to the look of your designs to the values of your brand. Personality ties all the other points together into a cohesive mood that describes your brand.
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