In any business, no matter the industry or size, promotion is absolutely essential. If nobody hears about your company, products or services, it doesn’t matter how innovative or ground-breaking your company or products/services are; nobody is going to buy into it.
Of course, advertising your products and services is essential, but what about you as a brand or company? While this may not seem like a top priority for many business owners, promoting yourself as well as your products and services can be incredibly effective. This is where brand promotion comes in.
What is Brand Promotion?
Brand promotion employs a number of different tools and methods to market your brand, highlighting a company’s personality, values and mission. It may not always involve direct promotion of the products or services offered but encourages customers to buy into the brand itself.
This is a great way of ensuring that your name becomes familiar to customers and can often persuade them to choose your product over those of a competitor simply because of the interactions they have had with your brand.
Brand Promotion in Action
There are a number of brands that use brand promotion in incredibly effective ways. One example is that of Innocent Drinks. While they sell smoothies and other fruit-based drinks, they are perhaps better known for their personality as a brand and the values that define them.
Their sense of humour is present in everything they do, ensuring that there is a consistency to their message – from their product packaging to their social media presence.
This type of brand promotion encourages the customer to buy into the brand itself, allowing the company to maintain a conversation with their current and potential customers in a way that simple product promotion wouldn’t allow.
Don’t forget to put your clocks forward before bed tonight. Here’s how: pic.twitter.com/roj9NiaKnX
— innocent drinks (@innocent) March 24, 2018
How to Use Brand Promotion
There are a number of different ways in which you can use brand promotion. You may find that some methods work better for you than others as your target market may be found in different places. For example, one company may find that they can easily reach their target market on a social networking platform, such as Instagram, whereas others may find that their audience is better contacted offline.
Social media is an incredibly valuable asset, particularly for SME’s and start-ups. This is due to the fact that you can reach a huge number of people for free. Of course, paid advertising can be utilised, but at its heart, social media promotion provides a cost-effective way of reaching a large audience.
While many of the methods for brand promotion utilise modern technology, some traditional tools are still incredibly powerful, such as promotional gifts and products. These gifts may not be directly related to the products or services you provide but with your logo stamped on them, offer an effective tool for brand promotion. Items such as promotional pens, calendars and mugs provide a function, meaning they are likely to be used regularly whilst displaying your branding.
When a potential or previous customer sees your branding on a regular basis, they are much more likely to choose your company when they need your products or services – awareness is half of the battle!
Helping others is a great thing to do regardless of brand promotion, but if your business is already involved in charitable work, why not shout about it? Not only does it help customers to understand a little more about your brand and what you stand for, it also helps to promote your chosen charity.
We feel a great sense of social responsibility, here at EMC – you can read more about the work we are doing at Promotional Gifts for Good.
Sponsorships and Local Interactions
In addition to charity work, getting involved in the local community is a great way to give back whilst showing a little bit of who you are as a brand. This could involve sponsoring a local sports team or getting involved with local schools or colleges.
At EMC, we are here to help you to achieve at least part of your brand promotion activities. With a huge range of promotional gifts, you will be able to find something that complements your brand and does the promoting for you!
Take a look at our selection online or fill out our online form on our homepage to let us do the leg work for you.