YourBusinessWithJamesCaan2016 - 177

BRAND POWER

down the line could set your business
back in terms of brand recognition.
That's why it's a good idea to brief a
graphic designer to create a variety of
logos for you to choose from. Although
this could be seen as an unnecessary
expense - why not do it yourself? -
ensuring your logo looks professional
can make a significant difference to how
potential customers perceive you.
Choosing the right typeface is key.
Without a clear font that reflects your
business and its services or products,
your branding may not have the desired
effect. You can also encourage
consistency and boost familiarity
through the use of a colour scheme
(think of Sainsbury's orange) that can
be extended from your logo across other
platforms, forming the basis of any
further work you may need.

WORDS: TRISH LESSLIE | PHOTOGRAPHY: SHUTTERSTOCK

EXTEND YOUR BRANDING

Once you've settled on a logo, think
about how you're going to use it.
Branded uniforms, for example, are a
great way to build awareness. They can
even help you cement relationships
with clients, suppliers and associates.
Simple personalised uniforms such as
polo shirts embroidered with your logo
are an affordable way to generate
interest and raise awareness. They also
help give a good impression to potential
and existing clients and customers - if
your staff are wearing uniforms, your
business is more likely to be seen as
established and professional.
Providing staff with a uniform can
encourage team-building, boost
productivity and reduce stress - it
prevents the team having to think about
what they are going to wear for work
every day.

Your logo is crucial
- get it right and you
can expect proper
brand recognition
for years

BEYOND THE LOGO

But why stop at uniforms? There are
myriad ways you can use your branding.
From pens to bags, calendars to
Christmas baubles and other
promotional gifts, the ways you can use
your logo to generate goodwill among
customers and give your company some
free advertising are only restricted by
your budget and imagination.
Research by the British Promotional
Merchandise Association (BPMA)
found the main reason merchandise is

used in sales and marketing campaigns
above other incentives is because it is
seen as targeting customers more
effectively. Merchandising is an
excellent way of getting a client's
attention, creating brand loyalty and
delivering a longer-lasting brand
message, too.
British Promotional Merchandise
Association director general Gordon
Glenister points to examples such as

Coca-Cola branded glasses and the
Kellogg's personalised spoon (a big hit
earlier this year), 'where the free
premium gift has had a profound effect
on sales of the product.
'Promotional products are one of the
strongest advertising media for creating
an enduring message for a brand,' he
adds. 'It enables appreciation as well as
being one of the most effective ways
to promote loyalty.'

177



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