According to the American Marketing Association, a company’s brand can potentially serve as a powerful competitive advantage. However, in this day and age, forging a distinct and sustaining brand can be difficult, given the constantly-shifting needs of consumers.
A business needs to differentiate its brand from those of its competitors if it hopes to succeed. According to the association, brands that fail to meaningfully distinguish themselves from the competition have consistently proven that they under-perform, financially.
There are several ways businesses can establish a healthy relationship with their target demographics. Being present in the everyday lives of consumers will inspire trust. Promotional items are a great way for companies to make themselves more commonly known. A study conducted Georgia Southern University has shown that recipients of promotional products have a significantly more positive perception of companies that offer promotional products than they do of the competitors who did not offer promotional products. Handing out logo tote bags and other items that feature logos or branding details is an easy and affordable way for businesses to create positive buzz.