It’s always easy to default to choosing a logo for your promotional products. After all, the point is to promote our organizations, right? But if you dig a little deeper into why supporters wear or use items with logos, you may find it’s not for the reasons you think. People often want to align themselves with what an organization stands for and not necessarily the organization itself.
For example, many people who buy Apple Computers buy them because of the anti-establishment perception Apple has created with its brand. But the reality doesn’t live up to the hype (sorry Apple). According to Wikipedia, Apple is the 11th largest technology company in the world as measured by revenue. Microsoft is 8th. But that hasn’t stopped millions of Apple loyalists from gobbling up their tees, hats, stickers and of course computers.
A company with high brand awareness like Apple doesn’t have to worry about placing their Apple icon on promotional products. Everyone knows it’s Apple and what Apple stands for. Unfortunately the other 99% of us don’t have a well established brand identity or enough awareness to place an icon on promotional products that people will recognize, and hopefully, identify with.
Thankfully there is an alternative - messaging. Often a short and catchy statement that speaks to who you are as an organization has more impact than a logo people won’t recognize or care enough to ask about. One organization that believes in using messaging to further their cause is Neighbors For Clean Air (NCA). NCA is an organization devoted generating awareness around air pollution issues among Portland, OR residents. When they wanted to spread the word, they created tees with the statement “What’s In Our Air?” This intriguing question has led to more questions being asked of wearers than the NCA logo alone ever had. The logo and web address also appear on the tees, but in a smaller font.
Is messaging on promotional products right for your organization? It depends. Here are a few questions that may help you decide.
Choosing to use messaging as the predominant imprint on your promotional products can be a leap of faith. After all, we all want to use our promotions budgets as effectively as possible. One thing to keep in mind is that your supporters are the ones who will make the choice to wear or use your promotional items. If the items make a statement with which your supporters identify, they’re more likely to use them to “spread the word.”
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