Member Article

Brand Importance in Promotional Marketing

Pro Ad has enjoyed over 40 years as one of the UK’s leading merchandising companies, and here it’s commercial director, Loren Nardini gives BDaily readers some advice on maximising brand effort and return. This week he starts with why brand is important for your marketing journey.

“First and foremost, your brand creates recognition with your customers, potential customers and stakeholders. That recognition creates loyalty, as done right branding can appeal to people’s emotions, make them feel connected and builds relationships that can become long term.

“Branding projected and looked after properly, increases business value. A strongly established brand finds it smoother to create future business and direction. It is believed rightly or wrongly that a good brand will have good governance, and therefore creates trust. With trust, people will be more likely to create referrals for you, leading to another growth of business.

“Staff are truly motivated and are provided direction by a good brand. A pride in where they work can improve retention, and also attract the right employees.

“Finally, a good brand will reshape how your employees, customers and investors view your company. A good brand communicates clearly, and there are many ways that this can be done well.

“With creativity, strategy and the right advice, you can use your brand to make a memorable impression on consumers and customers, not only making them aware of your company but also making user they remember it positively. A brand is not just a logo – it is everything that your company stands for. And consistent use of that brand is critical is all sales and marketing activity. Especially in having good impact with merchandising.

“The old myth that branding is only for large, well-established companies is now thankfully dead. Every size company now understands that branding is a competitive edge over customers, and is how you set out your stall, whether you are a one-man band, an SME, a charity or a large employer.

“It goes well beyond company name, font or colours. Especially with Accenture reporting that 66% of consumers buy from companies with brand transparency.

“At Pro Ad we work with our clients to meet their brief, or to develop their brief, fully understanding and advising on how to meet their goals, taking into consideration budget and brand positioning. We work closely with the brands to make sure that the products meet the vision and end aim, supporting the brand, and ensuring merchandising has impact.

“If you need help creating, positioning or establishing your brand, do get in touch with our expert team and we will apply the Pro Ad magic.”

In our next article we will be looking at how brand importance helps with the impact of merchandising. Make sure to read it, along with our other upcoming following columns.

This was posted in Bdaily's Members' News section by Anna Toms .