In today’s business landscape where everything is a click (or tap) away, branding is everything. And when it comes to brand building, promotional merchandise can be a game-changer.
But it’s not just about slapping your logo on a bunch of products and calling it a day. The real magic happens when you master the art of pairing messaging and design. Creating keepsakes that not only catch the eye but also capture the heart.
In this post, you’ll learn about what we mean when we say brand messaging, why it matters and how to apply it to your promotional product orders.
Fundamentals of Brand Messaging
Brand messaging is the tone, content and communications that convey your brand’s values mission and USP (unique selling proposition). Why should you care?
Because it’s what sets you apart from the crowd. Think of it as your brand’s personality.
In the realm of promotional merchandise, it’s what transforms a simple product into a storytelling medium.
For example, a fictional brand called “Futurecraft Homes” builds new homes that include home automation and utilise more sustainable materials. They are exhibiting at a trade show and are looking to give away some branded calico bags.
They initially were just going to add their logo (see right image below) but after some thought decided to use brand messaging that reflects their offering as the primary communication.
As you can see below (on the left) including this messaging does a much better job of telling the brand story and resonating with recipients.
Types of messaging commonly used on merch
The messaging we commonly see on branded merchandise falls into one of three categories:
- Descriptive: This usually unpacks what a brand does well, or information about the event or milestone. Using a different fictional example, a University looking to give out some notebooks at O-week might use the descriptive messaging “Australia’s favourite online university.”
- Emotional: These are messages or quotes that resonate with the target recipient and evoke a feeling. New students at the University are excited to begin their studies so aspirational messaging like “Your journey to success starts here.” would resonate well.
- Call to action: This is messaging that encourages the user to take a specific action such as visiting a web page, joining a community group etc. QR codes work great for this and could be a way to encourage students to log into their online portal. “Scan to unlock your academic toolkit.”
How to add messaging to your own promotional merch?
So now that you know why messaging is important and some of the different types of common messaging types that are found on promotional merchandise what are the steps to applying this to your own brand?
- Look at your branding/communication guidelines (if available) about how your brand should be conveyed.
- List down information about the recipients of your merch. Such as their hobbies, job titles, demographics
- Identify what types of messaging may be appropriate (descriptive, emotional or a call to action) and if the product has a large enough area to display.
- Start to write phrases or messaging that is relevant to that group (Chat GPT and AI is your friend here)
- Do a straw poll around the office or better yet ask your target demographic what resonates with them. And ask your merch supplier to include that in the design.
- Decide on a final design and get your branded merch into their hands!
Key elements of effective messaging and design
When creating messaging or designs keep the following in mind:
- Clarity and Simplicity: Keep it straightforward. Your message should be easily digestible at a glance, and the design should complement, not complicate.
- Consistency and Cohesion: Your branding should be uniform across all items. From colour schemes to logos, everything should scream ‘one brand, one message.’
- Relevance and Targeting: Know your audience. Tailor your items and messaging to resonate with the specific group you’re aiming to engage.
- Emotional Appeal and Visual Engagement: Go beyond the surface. Your design should be visually captivating, and your messaging should evoke an emotional response, turning a simple item into a memorable brand experience.
Summing Up
So next time you’re organising branded merchandise. Take a second and ask the question “Would this be better if it’s more than just a logo?”
It’s an art and a science that involves understanding your audience, aligning with your brand values and creating messages that support that.
Promotional Products act as a powerful tool to not only increase brand awareness but also to build an enduring connection.
Don’t leave your branding to chance. Work with one of our experts at Promotion Products on your next project. Get started on the link below.
