Most companies invest in branding their stationery, websites and marketing collateral. But many firms fail to extend their brand into other venues where it can have a significant impact on their business results.
Here are 5 brand extension opportunities that your company can start taking advantage of today:
- When you do speaking engagements, offer branded products for purchase or as giveaways (booklets, CDs and DVDs with your material on them). Make sure any handouts are branded, and if your audience needs to take notes you can provide branded pens and notepads.
- When exhibiting at trade shows, make sure your booth and any materials you pass out are branded. Consider offering branded promotional giveaways such as an item relevant to your business. Your sales team that is staffing the booth can be outfitted in branded apparel.
- When delivering your products and services to clients, brand the delivery mechanism, whether it's a shopping bag, a box, package, 2-pocket folder, binder or CD.
- When your staff is in contact with the public or traveling within your marketplace, use vehicle graphics and company apparel to maximize your brand and create a professional image.
- When communicating to clients and/or employees via emails, memos, newsletters, policy/training materials or company events, use branded materials - email signatures, manuals, signage at events, slide shows, etc.
You'll enjoy great results from taking the time to communicate your corporate identity to customers, prospects, and the market at large at every opportunity.
Susan Ethier, Founder and President of DesignQuest, has been partnering with businesses since 1986 to create powerful marketing programs that drive business results. Her background includes extensive experience in advertising, graphic design, marketing, account management and business operations. Susan graduated from Massachusetts College of Art with a BFA in graphic design. She currently serves as an Assistant Director with Business Networking International. Susan has been published in Home Business Magazine and the Worcester Business Journal.