Do you want to unlock the maximum potential of your business’ brand? Do you want to make a big splash in the competitive landscape we exist in today? Well, branding collateral (or “merch” or “swag” as we call it in small business marketing) is the way to go.
Creating a memorable brand is the most effective way for your business to stand out from the crowd. Incorporating a physical manifestation of your company brand, such as mugs, stress balls, and pens, can maximize your impact in your area.
Why Branding Collateral is Crucial for Small Business Marketing
Consumers go with emotion over product or price when making a purchase, according to a study conducted by Psychology Today. When people sip coffee out of a mug or write with a pen with your logo on it, they start to grow emotionally attached to your brand.
As they see your logo day in and day out, you become at the forefront of their mind. You’re subtly communicating your company’s values while they use your products. As others see people drinking coffee out of a mug with your logo on it, for example, they’ll be intrigued by your company’s professionalism. This can make it easier to attract customers long term.
Visual Identity is Powerful
This is going to be a crucial component of your branding strategy. Elements that will make your brand identity memorable include:
- Overall design aesthetic
This can help create an instant connection with your audience. It’s a way to communicate the essence of your brand without using words. If you put a lot of effort into your visual design, it can have several benefits, including:
- Evoking powerful emotions
- Conveying your brand’s values
- Differentiating you from your competitors
You want to have a solid first impression of your brand that will leave a lasting impact. You must believe in the power of a strong visual identity. Put some effort into creating something that aligns with your brand’s identity to create a recognizable presence.
Creating a Logo that’s Memorable
Let’s look at some basics of creating an eye-catching logo:
1. Keep it simple. Make sure the logo is easily recognizable when people see it.
2. Create something that reflects your brand’s personality. Pick colors and fonts that will make sense for your brand’s identity.
3. Try to make the design as clean as possible. That way, you can easily reproduce it across all types of mediums.
Fonts and Colors
As we alluded to above, this is crucial in creating an impactful identity. Colors and fonts should reflect your brand’s personality. You typically wouldn’t want a pink logo in cursive for an auto parts shop, for example. But if you’re a female-owned auto parts shop that’s catering to helping women who want to be able to maintain their cars on their own, maybe you would.
It’s all about knowing who you are and what your target customer will respond to. According to a study by Kissmetrics, 85% of consumers said that color was the main reason they purchased a particular product.
Notice what emotions specific colors evoke in you. It’s probably safe to say that your audience will also feel the same things when viewing your logo.
How to Craft Your Brand Message
This is a crucial element of building your brand. Your brand message is what sets you apart from your competitors. It’s the cornerstone of developing a memorable brand.
If the visual element is what attracts people, the brand message is what hooks them. This is the essence of what your business is all about.
Think about what defines your brand, such as your:
- Company Mission
- Unique Selling Proposition (USP)
- Target Audience
Ensuring your Brand Message is Clear
When communicating with new potential customers, it’s crucial that you can quickly communicate exactly what your business is about and what you can do for them.
Use simple language that they can easily understand. Complex terms that may be common knowledge in your industry but unknown to a new buyer can be confusing.
Also, ensure you stay consistent with your wording across every marketing channel. This will reinforce your identity with consumers as they continue to see your name pop up across social media and your advertising campaign. The more they see that your message is consistent, the more people will trust your brand.
Keep refining your message as time goes on, but keep it authentic. It may be tempting to try to align your message with current pop culture trends, but if it’s not true to your brand, it can ward off potential customers.
Consider Appropriate Marketing Items for Your Brand
Now it’s time to broadcast your logo and brand message to the world (or at least your local area). Some good physical mediums that have worked well for other companies in the past include:
- Business cards
Depending on your location, the type of business you have, and how you sell your products to your customer (online or in-person), these may still be effective ways to promote your brand. If your business sells mostly or entirely online, you’ll be looking at other types of marketing items, such as:
- Ads for social media and search engines
- Email newsletters
- Product catalogs
Just like your brand message and logo, you’ll want to keep your theme (fonts, colors, etc.) consistent across all of your marketing materials.
Measuring the Success of Your Branding Collateral
So, how do we know if our branding efforts are even working? Let’s look at some key metrics you’ll want to pay attention to when evaluating the effectiveness of your branding:
Surveys: When customers purchase your products, see if you can get them to answer a short survey. Ask which marketing items led them to your business. Then you can continue to focus your efforts in that direction.
Sentiment Analysis: On top of surveys, give your customers an incentive to leave a product review. Once you have a good number of reviews, you can compile them and use machine learning automation to get an overall view of how your customers feel about your brand.
Customer Engagement: Take note of how people online are responding to your emails, ads, and social media posts. Compare that engagement with your conversion rates to see how effective your branding is within a specific time period. If you’re getting a lot of likes and comments on social media but not a lot of sales, it may be time to get more personal with your potential customers to close the deal.
Competitive Positioning: Conduct a competitor analysis to see how your brand measures up against others in your field. Research your competitors’ logos, color palettes, messaging, and consistency across their marketing channels. You may also find different channels to market your brand by looking at your competitors.
Make an Impact with Custom Promotional Items
As you can see, you’ll have to think outside the box a little to stand out from your competitors. The easiest and most effective way to start is with simple marketing items such as mugs.
Prince William Pottery is a leading manufacturer of custom-branded printed mugs. We offer several options of all shapes and sizes that can help with small business marketing.
These items are a great way to make a memorable impression on your customers. They’re also typically used in social settings and can be a great conversation starter. With our handmade corporate mugs, you’ll ensure your business is the first thing on their mind when they make their coffee in the morning and the first thing they talk about at the office.