Did you know that on average organisations and brands change their corporate identities once every 7 to 10 years?
Promotional merchandise is a must-have for any rebranding process. Giving stakeholders a tangible representation of your newly imagined brand and reinforcing your branding story with physical products customised to include your logo.
Read on to find out what the best reasons for a rebrand are and how to utilise promotional merchandise for success.
- Why should a company rebrand?
- Why utilise promotional products in a rebrand?
- How to choose the right products for a rebrand?
Why should a company rebrand?
Here are some popular reasons an organisation might do a rebrand. It’s important to note however there is also a risk associated with rebranding so it’s important you are doing the rebrand for the right reasons and not just for the sake of change.
- Market repositioning
- Damage mitigation
- Going international
- New CEO or business owner
- Brand differentiation
- Identity development
Why utilise Promotional Products in a rebrand?
Having a new logo and brand positioning is not much good if no one knows about it. Or worse yet your existing loyal customers go elsewhere because they don’t recognise you!
Not surprisingly giving someone some merchandise with your new identity attached is one of the quickest ways to get them quickly acquainted. It also helps with marketing your brand, Promotional products work for a variety of reasons making them an integral component to any good brand.
Using the right merchandise, in the right way will not only support your brands new story but also get stakeholders to your brand energised and engaged. Here are some examples.
WOW at the launch event – Garnering media attention and social media shares is going to be a huge boon to your rebranding story.
Having a new merch range and giving attendees some branded items with your new logo is going to look great in photos and instantly create a connection and make the event that much more memorable.
Generate buzz – Everyone likes receiving gifts and free things. Promotional merchandise is a must-have channel for spreading the message.
Inform and delight – Display your new logo and tagline is a quick and easy when your target recipient will actually thank you for receiving it. Promo merchandise and corporate gifts will put a smile on any dial.
Tell a story – Your rebranding for a purpose, using promotional merchandise creatively to support this story is a great idea.
For example, if you are wanting to expand your organisation to a new country or want to be seen for more premium products using items that support this narrative will greatly help in telling your brands story.
How to choose the right items for your rebrand?
Does it match the new colours/style – Colour plays a huge role in our perception of a brand. If you changed the colours of your logo it’s critical your new merchandise range compliments or matches this new style.
Does it match the brand position (cheap/luxury/quirky) – If part of the purpose for your rebrand is to be established in the market under a new niche or segment you should use products that tell that story.
For example, if you are wanting to be seen as a more premium player in the industry – luxury metal pens will be a much better fit than low-cost plastic alternatives you would usually find at a trade show.
Can it include a CTA if needed? – Like all marketing channels it’s generally a good idea to tell customers what you want them to do. For example, follow on social media, contact you or perhaps check out your new website if this is the case.
Does it include your tagline? – Depending upon the product you have selected it’s good to consider if you include your tagline. You don’t want to detract attention from your new logo but if you have a new tagline it might be important to include both.
Will it delight? – Promotional products are an important chapter in your rebranding story and having products that delight, when received, are going to only reinforce that positive image of your brand.
Summing Up
Has your organisation recently rebranded or is thinking about doing one? Using promotional merchandise is a guaranteed strategy to help with success. After all, what better way to tell a rebranding story than with your new logo on physical products?
Not sure where to start or want some tailored suggestions for products that will work with your new image? We have helped many Australian businesses with picking merch for their refreshed logo and can provide you with suggestions. Call or contact us today for immediate help.
Matt has spent over eight years in Australia’s promotional products industry. As part of the Promotion Products marketing team, he manages product catalogues and content, keeping brands up to date with what’s new and what works. A contributor to the APPA Magazine, Matt brings practical insight into how quality merch helps businesses stand out.