Most companies utilize a marketing strategy that includes branded products. Custom apparel, branded office items, and even holiday gift baskets with a company logo and slogan are effective ways to promote an organization. Each marketing campaign will target a different audience or goal, but there are a few key things to keep in mind when designing custom apparel that matches the company brand.
Brand Identity
Before embarking on any new ideas about branding company merchandise, it is first important to understand the corporate identity. An organizational vision or mission statement describes the corporation in a succinct way and can be a useful starting point for creating a marketing plan that includes custom apparel. Aside from who a company is and what they do, customers are also interested in what they do and how they do it. Apparel featuring the company logo can include a slogan to further identify the brand in this unique way.
Complementary Colors
One major component of utilizing the brand identity is to incorporate colors, fonts, and other styles from the brand package. Stick with color schemes, language, and designs that either fit within the brand guidelines or complement them. Straying outside the organization’s brand could cause confusion and even alienate customers, which of course is not the desired outcome for any marketing strategy. When designing custom apparel that includes a company brand or logo, remember to choose the most functional products for the size, shape, and colors of the final design rendering. Creating a live, or hard copy, proof to test the finished product before running an entire lot of items is advisable.
Media Matters
Keep in mind that most colors will vary greatly between different types of media. Print applications look very different than colors that appear on a monitor. Likewise, custom-branded apparel could use a dye sublimation process or an external application process. Carefully matching the dye colors to a standardized brand preference, such as a Pantone color, could take some trial and error. Some fabrics are more porous than others, causing the colors to appear lighter or faded. Thicker fabrics hold darker colors more readily and can create a stunningly bold look. The base color of the fabric will also impact how the final color appears, and it is usually safest to stick with white or light neutrals on the foundation fabrics.
Quality Finish
The final results will ultimately tell the story of success or indicate an opportunity for improvement. Custom apparel, such as shirts, socks, and jackets are a source of pride for most organizations. Employees, staff, and customers alike get to share in the pride of ownership and love the opportunity to tell others about their workplace or promote a local business. Because of the potential to reach a wide and varied audience, choosing high-quality apparel and products from a reputable source is a critical component. Branded apparel and other merchandise should be attractive, brand-oriented, and long-lasting. This is the key to an effective and resounding marketing campaign that includes branded items.
When designing custom apparel that matches a company brand, it’s best to work with a professional service that can help you come up with apparel solutions.