The Guardian reports that though there is actually no single definition for the term “brand,” but that all organizations seem to wind up with one, regardless.
“All organizations have a brand or corporate image, whether they especially manage it or not and whether they are aware of it or not,” branding expert Wally Olins told the news source.
This assertion reinforces the notion that businesses should take an active approach to fostering their public images. Because a business will likely develop a reputation and presence within its industry, professionals should work to take ownership and control of their organizations’ brands.
Brands are multi-dimensional entities that can generate specific emotional responses in a customer. Creating such a relationship with consumers is an important aspect of any business’ long-term success.
There are a number of ways to go about forging this connection, but one of the most effective methods is simply establishing familiarity with potential customers. Promotional items such as custom magnets and tote bags will work to increase an organization’s reach and make its brand more recognizable to consumers. According to a study conducted by Promotional Products Association International, test subjects responded to promotional products more positively by a margin of 23 percent when compared to television advertisements.