Branding in Tough Economy

Written by Helen
November 10th, 2009

• Tweet

• Tweet

It is not surprising to see that more businesses are cutting back on their marketing expenses this year. The current economy situation leaves us thinking twice about where our marketing dollars are going to, and how we can save without compromising the overall outcome of our advertising efforts.

Unfortunately, the marketing (and branding) budgets are the ones to shrink first, and your job as a marketer is to make a decision on where and how to spend your money in order to get the highest return on investment.

Luckily, there have been definite positive changes in the branding department for those who are ready to take the risk and, more importantly for those who have a plan. As more companies are pulling out their branding efforts, you, if continuing on the right path can really stand out, as there would be less players to compete with. So, by not slowing down, and by gaining the momentum, you can really get ahead in the branding game. This is where your branded corporate clothing and accessories play their strongest parts.

Three easy steps to get it right in the tough economy:

1) Identify your audience and tailor your clothing for them. Narrow it down to hit the sweet spot. This will help you to decide what type of clothing you should go with. If your budget is tight, and you could go with only one piece of branded clothing; make sure it is the right one. For example if your target audience is into golf, do your research to see what is the hottest item for golfers this year, and go with it.

2) Clothing with a purpose. There are many options to choose from when it comes to branded corporate clothing. T-shirts, jackets, dress shirts, and when you are aiming to save, you want to choose one piece that would not only be worn often, but also could complement other pieces of your employee’s wardrobe. For example a simple, well-made raincoat or a waterproof jacket could be a good choice for the fall.

3) Branded Accessories. Umbrellas, baseball caps, luggage are always the winners when it comes to branded merchandise. Their longevity and durability have proven to be the best selling points for marketers when choosing a promotional material.

I agree, it’s challenging to stay in the game when the economy is tough, but if your branding efforts are done right today, you will see the positive outcome tomorrow.

« What is SEO Monthly Management? | Three Reasons Why Your PPC Campaign Sucks »