To Brand or Not to Brand?

The question of to brand or not to brand comes up frequently in our industry especially where office stationery products are concerned. Many people argue that these are items not intended to be kept long term so there is little point in going through the trouble or added costs. We, in the promotional industry, argue that it’s a missed opportunity, which has values beyond most people’s expectations. It’s important to be aware that the print costs are minimal in the overall scheme of things and can derive long term benefits through the form of regular impressions. In practice, an impression occurs any time a person sees a client’s logo so if a humble pen is reached for and used multiple times per day then the promotional benefits are enormous.

Some people also express that it takes too long to organise branding but nowadays turn around production times can be faster than most people imagine, depending on the product. Some items are able to be printed within 24 hours of order placement if express services are used. 

By branding stationery, the promotional benefits work in a subtle way. In reality no one ever quite knows how someone will remember your logo or brand but it could be as simple as recalling seeing it on a pen or other office stationery items such as note books.

The other benefit is that sometimes the marketing budget can be used for ordering branded stationery which can potentially be part of the expenses of running an office. There may also be some tax benefits associated with the expense of stocking branded stationery items for the office so it may be worthwhile to explore further with an accountant.

Ultimately, the key to a long term successful promotional campaign is to always aim to brand all possible items so a company’s brand can be easily recognised in the marketplace.

It’s a case of creating layers of brand exposure by using mass produced inexpensive items which are passive in its intent to promote but work diligently in the background always promoting it when it counts straight to the intended target market.

Brand Identity

The great thing is that human nature tends to be somewhat predictable where it comes to retaining an item that has perceived value. This means that the branded item will serve its purpose dutifully with product longevity providing numerous logo impressions.

There is a lot to be said about finding useful items that connect with the target market in a personal way and to include them in a merchandise range and featuring them as part of an overall larger campaign, such as a Gift With Purchase Promotion or Loyalty Program.

Many times we see promotional items that have been in existence for many years and are still considered useful to the owner. They are happy to continue to use them on a regular basis which is a marketer’s dream.

Some time ago one of our clients popped into our office to return some samples. We couldn’t help but be excited after seeing that the samples were returned in a Franklins Enviro Bag. It’s been a  while since we have seen Franklins Enviro Bags around considering the group was sold in 2011. In many ways the Franklins Enviro Bag is now a collector’s item so we made sure to return it in case it becomes a sought after item. The tote bag really highlighted the power of a promotional item and the long life it can experience.

In our opinion, after 20 years in the promotional industry, the secret of a successful promotional product or promotional campaign is the personal connection with a brand. The brand becomes part of you and who you are and you are happy to let the world know it by using their branded merchandise frequently.

Please don’t hesitate to contact the team at JEM promotional Products on (02)82051334 or enquiries@jempp.com.au for more information on maximising promotional opportunities through the use of branded merchandise.

The Team

JEM Promotional Products