Appropriate and Effective Corporate Gift Branding
Is it necessary to add corporate branding when sending gifts to clients on behalf of your company? If so, is it possible to over brand? In this post, we’re taking a look at company branding on corporate gifts.
When to add Corporate Branding to Gifts
As corporate and promotional gifting are technically functions of marketing (or at least, a marketing expense), we tend to think that all gifting items must carry some form of branding. Proceed with caution, gift giving in the corporate world is an art.
Remember that there is a distinction between corporate and promotional gifts. The purpose of corporate gifting is to forge strong emotional connections, which then serve to reinforce loyalty with your brand.
If you over-brand (yes, it happens) you could unintentionally turn a sincere gift into an advert, which can be off-putting to your recipient. Often, a personal note that shows the recipient who has sent the gift is all you need.
However, if you feel that you need to reinforce your brand a little more then consider the intention and the nature of your gift to determine how much branding is appropriate.
Are You Welcoming a New Client on Board?
You want them to feel proud to be affiliated with your company. Include branding on your packaging so that others may see VIP treatment that clients of your company receive when the gift is delivered.
You can include a branded novelty item or two, but more than that could be seen as though you have “bought” their loyalty. Sort of how celebrities are dressed head-to-toe in name brand clothing once they sign an endorsement deal.
Are You Saying Thank You?
Adding branding to a gift that is meant to show gratitude might not be appropriate. Be mindful of what your recipient might think when they receive your gift.
A stand-alone logo could make your gift look insincere, but branding includes the “Thank you” or “With thanks, [Company name]” and your logo makes your intentions clear.
Are You Celebrating an Anniversary?
This is a fantastic branding opportunity! When you’re celebrating another year of your relationship with a client, feel free to brand the gift or include a luxury branded item.
After all, you know that they are brand advocates and in this particular instance, it is about your company too. Champagne (or MCC) is a well-known symbol of celebration, go on and raise a toast to many fruitful years ahead.
Are You Apologising or Sending Condolences?
On these occasions, your gift has a distinct, single purpose. Branding can be seen as distasteful. There are subtle ways to reinforce branding, such as using your corporate colours in the packaging, if you feel it is necessary to do so.
Make sure that you include a personal card with a clear, personal message from your company.
Are You Trying to Land a New Account?
If you’re sending a gift to a potential client, the most important thing to do first is to determine if it is appropriate to send a gift at all.
Some companies have strict gifting policies that don’t allow them to accept gifts. There is also the chance that your gift may be misconstrued as a bribe. Take a look at our Dos and Don’ts for Corporate Gifting for more info.
When you’ve got the all-clear, you’ll still want to strike the delicate balance between reinforcing your brand without over-promoting. Branded packaging is an excellent way to show who the gift is from clearly.
This is one more occasion where some company branding is effective. Keep in mind that year-end gifts are most often a way to say thank you to clients for their patronage throughout the year.
So, the rules for thank you gifts by and large apply. Read our blog Exchanging Business Gifts to find out more about the etiquette of sending year-end thank you gifts.
Ultimate Corporate Gifting Guide
Everything you need to know about corporate gifting in South Africa is right here in our The Ultimate Corporate Gifting Guide. Each time we uncover new insights and handy-tips, we update the guide so that you have fast, convenient access to solve your corporate gifting conundrums.
Be sure to let us know if there is a particular topic that you’d like us to cover. We’re happy to set our writers on the case.