Businesses are just that, until they can establish a brand. Building a brand helps you be more memorable to your target audience. Using promotional products has been proven to help consumers remember your brand, keeps your brand top of mind with recipients, and prompts a favorable response from those who you give free branded gifts to. A brand is what gives your business personality and makes it memorable to your customers. Think about the aspects of your brand identity and voice when creating your marketing plan, content and all other aspects of your business. That consistency across all points of contact will help make your brand more memorable, trusted, and valid. Since promotional products have been proven to help your audience and target customers remember your brand, they can be very effective tools in the journey of building your brand. All aspects of building your brand should be incorporated into the promotional products you develop so that they bring in the most ROI and best effect of building your brand.


Brand Identity


The first thing to establish when you are building your brand is your brand identity. Your brand identity will guide you throughout all future branding steps, so think carefully about your tone of voice. Establishing a brand identity also helps build consistency across all points of contact for your customers. Consistency is very important not only in building the brand out, but also delivering a consistently excellent customer experience. Your customer service representatives and all staff who interact with customers must adopt and maintain your company’s brand identity. Your promotional products should also represent your brand identity. Sure, branded pens with your logo on them are popular, and even effective, but they may not speak to your brand identity the same way a more unique promotional product could. Think branded reusable straws if you’re selling fresh beverages or wristband pedometers if you’re a fitness business. Find promotional products that help remind your customers about your brand identity and what your company stands for, sells, or does.

Brand Voice


Your brand’s voice is what consumers hear from all employees and representatives of your company. Once the brand identity is established, the voice comes next. Brand voice is not metaphorical, it is a straightforward concept. Training is key here, and often successful companies go beyond establishing an identity and voice, to build out a company persona. Each employee adopts that persona who represents the brand identity and speaks in the brand voice. This means a consistent experience for customers who are all treated the same way by all employees. Your promotional products or branded giveaways can help promote your brand voice. Your company slogan can be used, in addition to your logo, to represent your brand voice and help tie in the identity, as well.

Marketing Plan


Once you have decided on and developed your brand identity and brand voice, the next step is to develop a marketing plan that is in line with these aspects. Both brand identity and brand voice are very important parts of the marketing plan for your business. Your brand identity also tells you who you will be targeting and it is important to address that in the marketing plan as well. The consistency across the brand identity, brand persona and brand voice are all key pieces of the marketing plan. For example, if you establish your business identity as exclusive and elegant, then you should probably avoid developing a marketing plan with sales and promotions. If your brand identity establishes your target audience as gamers, then your marketing plan should include efforts to target media channels that are popular with that group. Promotional products can be a vital part of the marketing plan for a startup. They are cost effective and long lasting tools in your marketing arsenal.

Design and Content


Your design and content for both online and retail businesses is the next step. Once you have establishes your brand voice and brand identity, and developed a marketing plan around them, the design and content is putting them all into action. This is putting into motion and establishing how your brand should literally look and sound. The design and content can be your website design and the content written and developed for your website; but it can also mean the design and content of your retail locations. If you have a store, the design and content of your store should accurately represent your brand identity and voice just the same as a website would. Do customers visiting your store or your website understand your brand’s identity and voice? Ensuring that your design and content represents your brand’s identity and voice will give your visitors a memorable experience that will help them remember your company in the future. The design aspect leads into your promotional products as well. Your logo, the colors you choose, and the design of the product itself should all match your brand identity and voice.

Online Presence


An online presence is a vital part of the branding and marketing for any business. Even local businesses that do not sell online should still have an online presence. Successful branding, especially for relatively new businesses rely heavily on having an online presence. Internet platforms are highly effective in reaching target audiences directly. Of course, online marketing is easily accessible for small businesses when some traditional media may not be an option. In addition to the targeting ability, having an online presence is important for customers searching for you on their mobile devices, and engaging customers on social media.


Building your brand is something that you should do in the beginning when you are just a startup. It is something that many companies neglect to do, or put off until later and then don’t succeed because people cannot remember them. Promotional products and branded gifts can really help assist with your brand because they make you memorable and keep your brand top of mind when they are found useful and kept around. Building your brand begins with establishing your brand identity and voice and then developing a marketing plan around those two core elements. Once you have the marketing plan, you can build out the design, content, and other aspects of marketing to reach your target audience.


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