It can be easy to think that all promo is the same - find a product, put your logo on it, and you are ready to start promoting your business. But simply opting for the first product you lay eyes on could be a big mistake that can seriously impact perceptions of your brand!

Promo isn’t “one style fits all”, and personalization goes so much further than the addition of a business logo or message. Even the most subtle aspects of a product, like the fabric of a t-shirt or how a pen fits in the hand, can dictate how recipients of promotional gifts will perceive a brand.

To set themselves up for success, marketers need to consider the imprint type, materials and style, and functionality of the products they choose to personalize.

1. Imprint Type

Depending on the kind of product being customized, businesses can choose from a variety of imprint methods, including embroidery, laser engraving, and various forms of printing, and their chosen imprint method can have a huge impact on the final effect of a branded product!

Embroidery and engraving are often seen as high-end, luxurious personalization methods that exude quality and sophistication. Choosing either of these styles can help a business position itself as a source of high-caliber quality and professionalism.

Meanwhile, screenprinting is a versatile and accessible method that can be used on a wide variety of materials and product shapes. Printing can allow companies to create vibrant images, even on a tighter budget. Printed apparel can often give a laid-back look, presenting a brand as relaxed, approachable, and dependable. Strategies like pad printing and screenprinting also allow brands to experiment, customizing novelty products and everyday items whose shapes, sizes, and materials may otherwise present a challenge for customization.

2. Materials and Style

Brands may choose products made with materials that reflect their vision, mission, and values. Take a tote bag, for example: a brand that wants to position itself as environmentally conscious might opt to customize bags made with eco-friendly materials like organic cotton, bamboo or hemp; while a brand that prides itself on providing quick and affordable convenience might focus on lightweight, reusable shopping bags that can be stashed easily in trunks and backpacks for daily errands. Similarly, a high-end luxury brand might focus on luxe fabric materials or offer additional bells and whistles like insulated cooler shopping bags to keep customers’ groceries chilled.

A brand’s unique and personalized products will help it to attain a unified brand presence, ensuring that its values are reflected in all areas of its operations, including its branded merchandise.

3. Functionality

Marketers and business owners need to consider what role they want their brand to play in their audience’s lives. Is the goal to be seen as reliable and no-nonsense, a stylish trendsetter, or perhaps a relaxing presence? Whatever it is, their chosen promotional products need to align with that vision.

Businesses that want to seem edgy and fun might consider selecting a novelty item, or putting an attention-grabbing twist on a classic product; while tech-savvy businesses may benefit from attractive and current tech accessories or nifty gadgets that solve everyday problems in a fresh new way.

A good way to think about it is to consider how your customers will use your promotional items, and make sure that their relationship with those products resembles the relationship you want them to have with your brand.

No matter who you are or what you do, it’s important to look further than just your logo when creating promo for your business. When choosing a promo, it’s important to consider the product itself: does this item give off the desired message or impression? What does the product say about your brand vision and values? People will associate the way a brand’s promo makes them feel with the brand itself – and by considering the three important factors of imprint type, style, materials, and functionality, marketers can maintain control over that narrative and guide people to perceive their brand the way they want it to be perceived!