Memorable promotional items can win unlikely brand loyalists

Too many companies think that they can just slap a logo on any old thing and call it brand building. But simply printing your logo on the same, overused promotional items does nothing to help define a distinct brand. Designing items that are true to your company and your image has a much bigger impact.

Case in point: Veer. As a resource for photography, illustration and type, Veer has developed a wonderfully creative brand. They even expanded into gear for creative geeks – we use the term “geek” with love – and all of their products promote a well-defined image. In fact, they are so creative and distinct that they are even able to win loyalty from non-typical buyers. According to Luckynine Art Director Kristen Friend:

“I remember one Christmas a couple of years ago, my parents got me a t-shirt from Veer – the one that says ‘Creatives Understand.’ The shirt was delivered in a clear bag covered with fun and unusual illustrations – all of which I assume are available at veer.com. It also came with a little activity book featuring type and images from Veer.

My parents loved the packaging so much that they actually saved the bag and the book. They remember Veer and still buy creative gifts from them occasionally. As a teacher and a retired computer engineer, they are pretty unlikely candidates to be even semi-loyal buyers from a stock photo and illustration service. But they are.”

Veer managed to gain a new and unlikely set of customers not because they tried to reach out to the computer engineer market, but because they stayed 100% true to their brand. Their packaging was creative, and their “leave-behind” in the form of an activity book, was on-brand. This is critical because anymore, the same old promotional materials and product delivery just cannot cut it in a tough market. Can you imagine a brand as image and design-centric as Veer handing out pens or key chains?

The important thing to remember is that your promotional materials can be valuable branding tools or wasted marketing dollars. Your ability to keep them relevant to your brand will determine which. There is such a diverse selection of unique branded material available that there is no excuse for relying on the same handouts as everyone else.

For example, in just a few minutes we were able to make some quick finds at epromos.com – like a branded USB drive for technology companies and a case study that involved Domino Sugar, cookie cutters and a recipe. Chances are that if you are willing to invest a little time and do some creative brainstorming, you will be able to create the perfect promotional item for your brand.