4 branding ideas using promotional products to create strong brand equity

By Melanie Vandenboogaard

Brand equity describes the intangible worth and influence of a brand in people’s minds. Strong brand equity is through building greater awareness, positive associations, high perceived quality and consistent personality. It can have a significant impact on an organization’s bottom line too. In fact, 79% of Canadian consumers say they are willing to pay more for something from a brand they trust opens in new window. Branding ideas that use promotional products can have an even more effective role in building strong brand equity. Here’s how.

Greater brand awareness

Launching a new offering? Collaborate with influencers who align with your brand’s values. Ask them to share a genuine review of your products or services with their followers. When followers make a purchase, enter them into a prize draw for a free weekend getaway. Send the winner off with a weekender duffel that you’ve packed with branded apparel, accessories, a tumbler and snacks. They’ll spread your brand message all weekend long.

Partner with a café to get countless more eyes on your brand. Provide brand awareness promotional products, like cutlery sets in cases, that they can give to their first 100 customers. Attach a coupon for a discount on their next purchase.

Surprise and delight new customers by including a faux-leather phone wallet with their order. Slip a $5 bill inside with a personalized note thanking them for their support. They’ll be thrilled to discover their surprise reward.

Positive brand association

Positive brand association influences purchasing decisions. Consider putting together an outdoor charity drive, and donate collected items to a favourite organization. Outfit participating team members with fleece jackets to easily identify your company.

Hosting an in-person workshop series? Provide registrants with a wooden token good for a drink on you. Every time they attend a session, give them another token, which can be used for different freebies, like an appetizer or a piece of swag.

Exhibiting at an expo or other event? Try branding ideas using promotional products. For instance, if your event is pet-themed, offer passersby an entertaining dog toy. Imprint it with a pet-loving message and custom hashtag. Encourage recipients to share a photo featuring their furry friend playing with the promo toy. Also, coordinate a prize draw to give participants a chance to win a pet drawstring bag. Place a gift card inside to really create a positive perception of your brand.

Perceived quality

Brands known for high-quality products or services are brands people want to buy from. For a prospect’s birthday, anniversary or other special event, gift a tumbler with straw. Insert a chocolate bar and invitation to an exclusive brunch with their sales rep.

Make an employee party even more remarkable by giving a festive present to everyone who attends. Add an extra layer of sophistication and elegance to your brand by incorporating eye-catching packaging, like a fun-shaped box. Showing appreciation to a long-time client? An elegant pen, business card case and keychain set wrapped in a sleek black gift box gives a polished feel to your organization.

Brand personality

A consistent brand personality can form a memorable identity. Host a themed party that helps prospects and customers experience a tangible representation of your brand. Choose décor and door prizes that match the theme. For instance, a company focused on innovation can display light-up centrepieces that attendees can take home as door prizes.

A brand that values an upscale experience can organize a team outing to a classy winery. While there, give out a wine set as an appreciation gift. Design limited-edition brand awareness promotional products or service lines that align with your brand personality. A fun or family-friendly brand could send a yard game to customers who pre-order. Or a brand specializing in outdoor gear could include a performance cap with purchases.

Last through thick and thin

With these easy-to-implement branding ideas that use promotional products, your organization can quickly build strong brand equity that stands the test of time.

Melanie Vandenboogaard

Melanie VandenBoogaard is a senior merchandising category manager with nearly two decades of experience in the merchandising industry. She specializes in bags—including backpacks, totes, and more—staying on top of trends to ensure 4imprint offers a wide selection that meets customers’ needs in both style and price. Melanie also leads product development for 4imprint’s private-label brands, where she enjoys creating, building, and designing new products.

All marks are the property of 4imprint or their respective owners.

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