Maximum Brand Benefit Through Minimalist Approach

Minimalism brings the simplest and fewest elements together to create the maximum effect.  When building a corporate brand through a promotional merchandise program, the motto less is more becomes a good guide for product selection.

I have always encouraged clients to narrow choices for logo products in their on-line stores to those items that are needed often and must be delivered quickly.  When making the initial product selection, the program administrators are working hard to please all the internal buyers.  Since the premise for the program generally begins with centralized buying for this category of spend, it is always tempting to create a long list of items that presumably appeals to everyone in the organization.  But while the intention is noble, the outcome often creates unnecessary inventory obsolescence and expensive year-end product buyouts.

Stock items should be limited to essentials like pens, padfolios, t-shirts or inexpensive give-aways that are often ordered at the last minute for meetings, trade shows and community outreach.  These items would represent the staple products that everyone in the company recognizes as approved branded material, like stationary or business cards.  Other than those few staples (and the word “few” is relative to the size and reach of the organization) all other logo items or premium appreciation gifts should be purchased with a fresh approach and aimed squarely at the audience it is intended for.

The brand identity is reinforced every time a logo product is received.  But to keep those product choices fresh, minimizing stock items in order to maximize the opportunity for new, creative ideas is a concept that should be considered the next time the company store merchandise selection is being refreshed.

(image via Smash&Peas)

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