Brand Building

When people ask me what Geiger is all about, my response is 'we specialize in brand building via promotional products'. And a reply that I sometimes get a back is 'What do you mean by branding building?' It's a good question. So I'll answer it.

Definition of a brand- The emotional bond created between an individual and a company, product or service. It is created through the delivery of consistent messaging and actions around an easily identifiable consumer promise.

Or in the practical application:

I believe that Volvo builds safe cars.
I believe that when I'm playing with a Titleist golf ball, I'm using the best golf ball on the market.
I believe that Nike enhances my athletic achievement.

Volvo, Acushnet (makers of Titleist) and Nike all understand that every contact with a customer or prospect is an opportunity to build their brand. Accordingly, every time you interact with their brand - for example when you see a polo shirt embroidered with their logo -you will find that that the companies key brand messages are reinforced again and again. Example- you'll never see a screen printed Titleist logo on a cheap polo shirt.

If your company brand is something that has real value, think long and hard about how it appears in the market place. Not everyone in an organization is programmed to think in marketing terms. Yet it's everyone's responsibility to protect the brand.

If you're ordering anything that features the company logo -- whether is business cards or $100 jackets -- don't overlook basic stuff like the correct PMS colors or the correct type font for logotype. You could be wasting precious marketing dollars that have already been spent to develop what your company's brand defines in the minds of your customers.

Promotional products are a key branding tool and we at Geiger have the expertise to help you build, protect and/or enhance your brand.

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