What's in a Name?...Brand Identity: Standing out from the Competition

One of the things I like best about my career is the outstanding people I meet, many of whom hold C-level positions in their companies. When they are directing me to the right person in their company, I'm often asked: "What sets you apart from all other other promotional products people we've already met?"

There are a great many people in the D/FW metroplex who sell promotional products. Likewise, there are 30,000 real estate agents, hundreds of mortgage companies and an array of other industries in which competition is intense. I often hear the complaint that promotional products sales people do little more than drop off catalogs and expect their clients to select something they'd like to buy.

What a perfect opportunity for me to differentiate myself by saying: I don’t build my business by selling promotional products. I’m a Media and Marketing Strategist, and I use promotional products as the instrument to deliver the advertising message that will help my clients generate more business or accomplish a specific objective. I strive to deliver a focused and well-planned advertising message that is targeted to my client’s specific needs.

For me, the promotional product is chosen as the last step in a process that begins with the creation of the marketing message or advertising campaign.

When it’s done right, a marketing campaign that uses promotional products to deliver a theme or message to a target audience can be the most cost-effective way to create brand recognition, stimulate sales, recognize employees, reward performance, promote goodwill and achieve dozens of other important goals for your business or organization.

Of course, people are always intrigued with novelties and cleverly designed new products. Sometimes it’s hard to resist temptation and become distracted by an attractive promotional product that’s unique, handy, or just “cool” … especially when it’s decorated with their logo or special artwork. Moreover, with nearly a million items to choose from, it can be a real challenge to select the best item to complement a particular budget, theme, need, and target audience.

My specialty is my focus on a marketing strategy for YOU, and that’s what distinguishes me from everyone else. My goal-orientation and creativity are directed toward the results you expect to achieve. Even when I carefully choose a promotional product, package it and distribute it as part of a planned campaign … my clients are not buying a shipment of “stuff” with their logo on it. Instead, they are investing in a creative campaign and my recommended use of promotional products to deliver those results.