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Gine
Updated 16 September, 2020

The Power Of Branding

The Power Of Branding


The power of branding is integral to marketing. Whether it's corporate or personal branding, effective branding will get you going in the right direction.
 
We’re going to look at:

- The history of branding
       > The etymology of the words “brand” and “branding”
       > Tracing branding through time
- The importance of branding
       > How does branding work?
       > What is the value of branding?
       > The function of a logo
       > Brand consistency
       > Brand loyalty
- Different types of branding
       > Promotional products for corporate gifts
       > Branding in sports marketing
       > What is personal branding?
       > Branding in tourism
       > Marketing a movement
 

The History Of Branding 

The modern notion of branding in the world of advertising and marketing is, undoubtedly, somewhat different from the word's earliest origins. However, the etymology of the term is fascinating and provides great explanations with regards to the way in which “brand” and “branding” have changed and evolved over time. 

The Etymology Of The Words "Brand' And "Branding" 

The term “brand”, both in its noun and verb form, has its origins in Middle English, spoken during the Middle Ages until about the end of the 16th century. Existing in several different forms during this era – including, most commonly, “brand”, “brond” and “brandr” – early uses of the word were linked to notions of fire and burning.

That is, more specifically, the act of branding a person, animal or object by means of searing and sizzling heat (ow!).

Of course, this etymology is not entirely foreign to that with which we may associate the word today. Whether it’s the idea of branding cattle or in reference to TV series set in medieval times (or fantasy – hello, Game Of Thrones), it’s not too difficult to imagine.

In the historical and etymological sense, branding is commonly accepted to have two distinct connotations – one positive, the other distinctly negative. 

In the case of the former, the idea of branding has been associated with signifying identity and reputation. Naturally, the desire to display one’s identity implies a sort of pride in that which is being represented. Or, at the very least, neutrality, but not certainly not shame. You wouldn’t advertise or advocate for something you specifically didn’t care for or believe in, now would you?  

Examples of this may have included the writing of one’s name on an item, the way in which a painter may sign a piece of art. Although it may not exactly be the promotional gifts or corporate clothing we're accustomed to today, this isn't too far off from the way in which modern branding includes a business's name to signify ownership, right? 

In the second sense, however, branding was distinctly associated with negativity and shame. Specifically, the idea of marking something or someone by means of a seemingly unfavourable attribute for all the world to see. 

In the modern sense, the first example that comes to mind, albeit morbid, is the way in which prisoners of war held in concentration camps such as Auschwitz by Nazis during the Second World War were tattooed to bear a number. The Tattooist Of Auschwitz tells an unsettling and devastating tale of the way in which this was done, centring an entire novel on the historical use of branding.

The significance of this focus simply cannot be lost on the reader.
 
These numbers represented not only the numbered identities of captive enemies, but the process was intentionally degrading and dehumanising.
 
Of course, branding has changed and developed since its early incarnation in the 1500s, travelling a long journey to become what we know in the present. 

Clearly, the story and evolution of this important marketing tool is not all sunshine and roses. That’s why we’re going to take care to emphasise the significance of the path taken to get to the present.

With that, let’s have a look back in time and trace the history of branding. 

Tracing Branding Through Time 

Branding In The Ancient World

While the branding of cattle and other livestock purportedly dates as far back as 2 000BC, one of the next most significant uses of branding was in the context of artistic goods between 4 000 and 6 000 years ago. 

One of the first known popularly branded products was Ancient Greek, Roman, Chinese and Indian pottery. These objects would bear the name of the potter or sometimes references to dates, places and materials used. Although it depended on exactly what was recorded on the product, branding in this manner was generally used to ensure payment or provide proof of ownership. 

This became more and more common as time went on and an increasing number of different types of products were being manufactured worldwide. 

The Middle Ages

Of course, as we’ve already noted, the branding of humans plays a significant role in this history. Sadly, this has applied in a mostly negative context, signifying the ownership of persecuted people such as slaves and other mistreated folks that were held captive by tyrannical oppressors. 

While so much of the world saw no issue with the ill-treatment of specific groups of people, this continued for years on end. 

Marketing In The Modern World 

In fact, negative branding was broadly utilised all the way through to the 1800s and beyond. An iconic example with reference to women, albeit fiction, is Nathaniel Hawthorne’s infamous novel, The Scarlet Letter. 

The story is centred on the notion of “debaucherous” women being outed and shamed to their communities for violating societal expectations of what it meant to be a woman. Consequently, women that were considered adulterers were forced to bear the mark of a large, scarlet “A” on their blouse as punishment. 

For the youthful amongst us, remember Emma Stone’s highly successful 2010 film, Easy A? Well, Easy A was based on the main premise of The Scarlet Letter, conveying a similar message amongst the jokes and film’s comedic moments.

And although it didn’t depict reality per se, the book serves as a bold example of the way in which branding was used in centuries past. Published in 1850, The Scarlet Letter most certainly is a dismal sign of the times in which the story was created. 

The Industrial Revolution And The Importance Of Advertising 

The Industrial Revolution, spanning roughly 100 years from the mid-1700s until the mid-1800s, changed the game entirely. As goods and products began to be produced in larger quantities than ever before, manufacturers were faced with the need to compete with each other.

With so many companies producing similar goods, being the best in the business became an integral part of sales. In time, however, it became clear the being the best wasn’t necessarily what sold – it was being different and being memorable. 

Thus, modern branding took the world by storm, becoming an essential component in the production of most goods and services too. 

Historical Needs Of Branding 

Throughout the dense history of branding, of which we have barely skimmed the surface, the reasons for the needs of this kind of advertising have remained fairly consistent. To name a few:

- Indication of ownership
- Display of information regarding important attributes or materials
- Ensuring responsibility
- Differentiation between different products, animals or people 

Of course, these have varied in importance and significance over the years, but they are all still relevant in the modern world, in one way or another. 

Pretty crazy, right? 
 

The Importance Of Branding

In this day and age, branding is inescapable. Nothing you purchase comes without some kind of label. Even the fruit you buy at a supermarket is presented with cute little stickers that somehow tend to find their way onto our foreheads or other household items (or is it just me?). 

Most importantly, it's not just overt and blatant advertising that we’re bombarded with on TV, the radio and pretty much everywhere we look. Marketing, in general, is far more subtle than that and has the potential to be incredibly powerful and influential in our day-to-day lives. 

It may be: 

Promotional products in Cape Town to give away en masse at popular events
- Corporate uniform in Johannesburg to keep your staff cosy and dry
Branded promotional items in East London to give to clients as a gesture of goodwill

These methods of marketing may seem like a clear means of advertising, and, of course, they are. But the beauty of promotional products, corporate gifts and branded clothing is that they continue to prove their utility long after you've ordered and delivered the products. 

This marketing strategy will allow you to benefit from:

- Recipients' initial reactions to receiving your promotional products
Those wearing and using your branded items who will become walking billboards for your company

In both cases, you will have achieved both overt marketing and subconscious marketing to both recipients as well as everybody else who sees the items. 

That is, while people may be aware of your brand name popping up on corporate clothing and promotional products, they will also, unknowingly, be influenced by the presence of your advertising on a day-to-day basis. 

This is a massively successful marketing tool.

Visit our blog on Why Branding Actually Works for more insight into subconscious marketing.

Quite clearly, marketing is a massive part of today's world, and branding serves as a major component within the advertising sphere. 

How Does Branding Work? 

So, what is it and how does it work?

Well, branding, to put it simply, conveys a message to whoever sees it. If it's intending to sell a product, like a car, the message might be something along the lines of, “this car offers the best value for money. If you don’t buy it now, you’re going to miss out”. 

In another sense, this kind of marketing may be attempting to develop something broader, such as positive associations to a company by emphasising its:

- Reputability
- Reliability
- The quality of that which it produces or the service it provides 

With regards to a bank, for instance, consumers value integrity, good business practice and their ability to trust the institution most. If the bank’s branding and general marketing strategy is successful, its reputation will be boosted and these kinds of positive associations will come to mind whenever one sees the company name.

What Is The Value Of Corporate Branding? 

Good, effective corporate branding has the potential to make or break the image of that which it represents. Whether it’s a logo for a hot-shot car dealership or the way in which one chooses to display and represent themselves, branding creates lasting impressions that are sure to influence people’s opinions.

The importance of corporate branding is that it encourages the development and strengthening of:

- Trust
- Familiarity 
- Loyalty

...and so much more. 

Of course, this advertising tool should market your brand in such a way that it:

- Sets you apart from your competitors
- Attracts new customers and holds on to old ones
- Generates pride 

Among all these important things, something that is so often forgotten is how widespread branding and its influence truly is. When people think it, they automatically imagine:

- Product manufacturers
- Restaurants
- Construction companies

...and other mainstream businesses that produce and provide commonly used goods and services. But these days, branding goes way further than that. 

To be perfectly frank, it's everywhere. It’s not only businesses that use branding to market themselves to rake in dosh, but people and places too.

People? Places? Yep, we brand ourselves, and, in a similar sense, countries do the same.

In a nutshell, just like marketing a business, personal branding is all about creating an image that represents you and the things that you want other people to associate you with. This will be influenced by:

- Look, dress and the overall effort you put into your appearance
- The way in which you speak, your accent, your confidence
- How you greet people, how you shake hands
- Most importantly, your honesty and integrity and values and attitude 

We often align ourselves with companies and brands that resonate with our own values. In South Africa, we might refer to this as “soort soek soort”, which is Afrikaans for “ like attracts like.”

As for marketing a place, most commonly a country or a city, this importantly influences not only tourism which generates national income but also social and cultural perceptions that affect the way in which we live in the world. 

Effective marketing can be achieved by means of promotional products, corporate gifts and corporate clothing. No matter where you are in the country, Brand Innovation can meet your needs for branding in South Africa. 

The Function Of A Logo

Logos, as we know, are a great way to make people think of a specific brand in a matter of seconds. They make that critical first impression on consumers, and later on, they attract instant brand recognition. For these reasons, every single component of your logo counts:

- Size
- Colour
- Text content
- Size and font of text
- Imagery 

Successful logos stick with us and convey a lot of information with a single glance:

- Name of the business, association, group or whoever it belongs to
- Values and principles associated with the brand
- Brand’s reputation 
- One’s own evaluation of the brand

This is why marketing by means of branded goods – including clothing and other types of corporate and promotional gifts – has such a huge impact on sales and success.

For instance, how many of the logos below can you name or at least recognise?
 

We’re going to guess that you can confidently name all of these brands. What do they all have in common?

- Simple
- Bold
- Invoke feeling
- Instant association to the businesses
- Eye-catching 

Clearly, loads of work has gone into ensuring that these brands are known the world over. What makes them all the more powerful is that they, undoubtedly, influence us on both a conscious and subconscious level.

Essentially, by putting your logo or brand name out into the world for everybody to see, you increase the chance of consumers choosing you over your competitors’. And that really is the name of the game!

Whether it's to give away as a mass promotional giveaway or as a more targetted corporate gift, ensuring that your branding is on the promotional product is a really good idea. 

Brand Consistency

Catching the eyes of passers-by (a tongue twister of note!) isn’t all there is to it, though. While drawing people in and having them remember your name is an important way to stay relevant known, branding is useless if your products, services or whatever it is you offer doesn’t provide satisfaction and make people happy.

What Is Brand Consistency? 

Consumers don’t keep going back just because you’ve got a pretty logo and fun adverts. They continue to support your business because they trust that you will continue to provide that which they know and love at the same high standard that they’ve become accustomed to.

It’s like visiting the food hall in a mall ordering the same meal from the same vendor over and over again. While your brother may tease you and your mom might call you boring, you know what you’re getting. So when they try the funky looking special at the new shop on the block and it turns out to be disappointingly bland, you’ll be having the last laugh. 

This is all because you knew what to expect and you valued the familiar restaurant’s guaranteed consistency more than an unknown business’s grand promises. There’s nothing worse than getting the worst meal on a night out, am I right? 

What's really important here is brand awareness. 

Of course, we’re not saying people shouldn’t try new things or that if they do, they’re foolish. Of course not! By all means, get out there, explore the world and have a taste of the unknown (both literally and figuratively). 

What’s important here is that while testing out new waters can be exciting and different, there’s something comforting in knowing a brand won’t disappoint you that human beings are simply automatically attracted to. And that is the importance of brand consistency.

We just can’t help it, and branding plays a huge role in making sure we don’t forget it.        

Brand Loyalty 

Hand-in-hand with brand consistency goes customer and brand loyalty that we’ve been alluding to. 

Sometimes we don’t even know why we’re so attached to specific brands, it just is what it is. The best example would most likely be cell-phone brands. 

Your good mate Johnny may have absolutely no interest in current affairs or the weather forecast for next week, but I’ll be damned if he doesn’t have a strong opinion on the age-old debate – Apple vs. Android. 
 

These days almost everybody owns a phone (other than, perhaps, your 95-year-old granny who doesn’t trust technology). For some reason, whichever way they sway, consumers seem to be fiercely loyal to either Android or Apple. In fact, saying the name of the competition feels like blasphemy! This is one of the many advantages of brand loyalty. 

I can guarantee that right now, you’re thinking of your own phone and brand of choice. This debate has just become so deeply ingrained in modern technology that it’s really quite hard to get away from. See how significant brand loyalty can be?

Another relevant example is runners and their running shoes. This is a market in which effective advertising has almost entirely taken over. Whether you’re a Nike, New Balance, Adidas or Asics fan, you’re most likely pretty committed to your shoe of choice. I know I am! 

That’s not to say that the others aren’t great, but why stray away from the brand that’s served you so well for so long? That's why brand loyalty consumer behaviour so so interesting and so important to be aware of.

Well hey, that just seems to be the way things go. So if you’re marketing a brand or any other kind of organisation, brand loyalty clearly is what you want to foster in order to ensure that customers keep coming back for more.  

In today’s world of everything online and less and less human interaction, it is incredibly important for brands to carry some type of feeling.

While your business may not be trying to sell fancy running shoes or smartphones, the utility of promotional products and branded clothing is quite clear.

As part of one's advertising campaign, branded corporate uniform could be incredibly beneficial in terms of both marketing and strengthening your relationship to employees. 
 

Different Ways Of Using Branding 

As we mentioned earlier, the list of different things in the world that benefit from branding is longer than you may think. In addition to large businesses that sell goods and services, people, groups, places and ideas are also marketed by means of advertising and branding every single day.

We’re going to have a look at some of the more mainstream examples:

- Corporate branding, corporate uniform and corporate gifts
- Promotional items
- Branding for sports teams and clubs

As well as a few lesser considered options:

- Personal branding
- Branding in tourism 
- Marketing a movement

Before we get there, it's essential to understand exactly how branding works. Brand Innovation offers a range of different branding options depending on the products and items you choose to order: 

- Screen printing
- Embroidery
- Doming
- Digital printing
- Sublimation printing

...and so much more!

Visit our website for additional information on Brand Innovation's branding options and how they work.

But for now, let's get back to the different ways and situations in which marketing campaigns can benefit from effective branding.

Promotional Products For Corporate Gifts

What is corporate branding? 

Conny Braams, Chief Digital and Marketing Officer of Unilever, has been quoted as saying: “Unilever is guided by three beliefs: brands with purpose grow, companies with a purpose last and people with purpose thrive.”

Corporate branding strategy is not only about advertising a product, it's very much about your purpose.

At Brand Innovation, our purpose is to:

- Give back where we can
- Be part of a South Africa that helps
- Know that we have made a difference, be it in donations to schools, to the Guide Dog Association for the Blind or to the NSRI
- Contribute to education. Brand Innovation has given experiential learning internships to CPUT students for over 14 year

During the time of COVID, we are doing all we can to stay in business and are preparing to rebuild when the time comes. Most of all, we are looking forward to, once again, being able to afford to give internship opportunities.

A brand should know its: 

- Mission
- Values
- Objectives 

...this will create a business's corporate branding identity.

Of course, the business’s brand is portrayed not only visually, by means of things like:

- Logo
- Slogan
- Branded uniform
- Promotional items
- Signage

...but also via:

- Social Media
- Customer service 
- The business’s conduct in the corporate world
- Its stance on topical issues such as environmental conservation

All of these things and more impact a company’s brand identity and brand image, influencing whether or not consumers will be able to develop trust in and loyalty to your business. 

A positive and authentic brand is achieved by great customer service and ethical conduct. A great brand never stops marketing and promoting itself through corporate clothing, branded signage, promotional items and more.

Corporate gifts and other branded promotional items are a great thing to give away as gifts as well as to sell to loyal customers. 

Commonly used branded promotional products:

- Promotional pens
- Printed T-shirts
- Diaries and notebooks
- Backpacks and other bags
- Branded Jackets
- Hoodies

- Hats and beanies

...the list could go on and on! This really is just the tip of the iceberg, so visit our blog for other unique corporate gift ideas.

Why are branded promotional gifts good for your business? When you’re giving away products that bear your company’s name, you are:

- Increasing brand exposure
- Aligning your business with an already reputable brand
- Providing a gesture of a goodwill
- Conveying trust and pride in your brand 
- Advertising your business’s values

Of course, branded promotional items are not only for giving away. Many well-known and respected businesses have developed such a high degree of reputability and associated esteem that people are willing to buy their products for nothing more than the brand itself.

Whether consumers are attracted by the quality or style promised by the brand in question, or whether it’s about just looking cool in front of friends, the purchasing of branded items has become increasingly popular.  

Naturally, the more people there are wearing and using your business’s promotional clothing and corporate gifts, the more marketing you’ll get. 

Branding In Sport 

Sport is a huge part of the world we live in, and fans are often what keep the games alive. 

For instance: 

- International sports teams like South Africa’s Bafana Bafana
- Well-known club sports teams like Manchester United 
- Little league social teams and clubs 

Sport is important to many people, and as South Africans, we know just how powerful it can be. With the ability to unite the most unexpected souls and bring together the most diverse group of people, sport has the ability to unite against all odds.

That is why branding is so important and effective in the sporting world. Joining a community of fans, be it real or virtual, allows people to feel part of something bigger. Football fanatics who support any of the big-time clubs in the Premier League are likely to be pretty vocal about backing their boys. 

Owning the jersey that represents one’s club has become a matter of dignity and pride, supporters representing their teams through good times and bad. A branded Liverpool or Manchester United Jersey is a powerful promotional item.

For instance, Liverpool, current Premier League champions of the 2020 season, has one of the most well-known brands in the sporting world. It’s comprised of:

- An unforgettable red kit
- Jurgen Klopp’s pearly white smile
- The unforgettable sound of You’ll Never Walk Alone echoing throughout the stadium

...and most recently, their first league title in thirty years during an unforgettable season that took place during the unprecedented coronavirus pandemic. All of these things contribute to the club’s marketing and their ability to build a huge international following of both sports enthusiasts and people who simply feel as if they probably ought to support someone. 

In other cases, such as world cups in different sports, branding also plays a huge role in garnering support. For instance, the branding of South Africa’s Springboks during the 2019 Rugby World Cup attracted people from all over the nation to come together and “back the boytjies”. 

Why? It’s simple – after the 1995 Rugby World Cup that was won by South Africa and led to the iconic lifting of the Webb Ellis Cup by Francois Pienaar and Nelson Mandela, the Springboks’ brand has been defined by the notion of uniting a nation. 

More than 20 years later, the team still represents hope, new beginnings and unlikely patriotism in a country that continues to struggle with the demons of its past.

This is the power of branding, and this is why branding works. 

What Is Personal Branding?

Personal branding is something that everybody takes part in every day, whether they’re aware of it or not. As we briefly discussed, your personal brand may be made up of:

- Your values
- The things you choose to present as opposed to those you aim to hide

...and everything else that people take away from interacting with you. 

Your personal brand is how you present yourself to the world and how you want to be seen. And just like in corporate branding, authenticity is what it is all about.

An interesting way in which personal branding has transformed and developed in recent years is by means of the internet and social media. These days, people can create images and personas that may or may not be true to who they are. 

They can post things they believe in – such as articles promoting veganism, specific political views or opinions on religion – or things they think people want them to believe in. 

These days, however, authenticity can be hard to find. In a world dominated by social media influencers, personal branding online and personal branding in real life can be two totally different ball games. 

Funnily enough, regardless of the value of authenticity, both can be just as effective in developing your personal brand. 

Branding In Tourism 

The marketing of a place can allow a country, city or specific location or landmark to develop its own character and reputation. 

Think about London, for instance, one of the most well-marketed cities in the world. What are the first things you think of? 

- Black cabs
- Red telephone booths
- The Queen
- The underground signs
- Big Ben
- London Eye
- Red, double-decker buses
- Buckingham Palace
- Trafalgar Square
- Westminster Abbey

What role do promotional items play in effectively marketing cities and countries?

Souveniers, souveniers, souveniers. 

When you visit the city, most of the things on the list above will be available to purchase in the form of a souvenier such as key rings, fridge magnets, jewellery and on the beautiful postcards. All of this contributes to the city’s brand image, so to speak, and promotes its most positive attributes to visitors and the rest of the world.

A place’s branding is all about not only what it makes you think of, but also how it makes you feel.

So what about other things that form part of London and England’s international image? 

- Brexit
- Colonialism
- Famous politicians like James Cameron, Theresa May and Boris Johnson 
- Harry and Meghan’s departure from the Royal family 
- Football hooligans

Of course, all these things, both the good and the bad, make up a city or a country’s image and influence the outsider's perspectives of them.

When you think of other major cities in the world, what promotional items do you associate with these cities?

New York promotional gifts:

- “I love NY” t-shirts, caps and other paraphernalia 
- Yellow taxi cab keyrings and other goodies 
Statue of Liberty themed promotional gifts

...and loads of other things!

Cape Town promotional gifts:

Promotional clothing such as t-shirts, caps, beanies and hoodies saying "I Love Cape Town" 
Table Mountain or Robben Island promotional items
- Stormers or Western Province rugby promotional items 
Beach and surf-related souveniers 

...and so much more!

What about promotional items that are South African-themed?

South Africa promotional gifts: 

Africa-shaped promotional items including key rings, jewellery, USBs and much more (see our andy Cartwright collection)
Nelson Mandela promotional items 
Beaded artworks and distinctly African-style drawings and paintings
- "Madiba" silk shirts 

The options are endless! 

Marketing A Movement

While people and groups have always banded together to represent and promote specific causes and movements, the interconnectedness of the modern world has enabled this greatly. 

In order to get people to believe in what you stand for and follow your lead, it is essential that your brand represents that which you aim to achieve. Even more than that, it needs to be powerful and convincing

For instance, if we’re thinking of a global movement that has taken the world by storm, what better example to present than that of environmental conservation? 

These days, eco-friendly everything is the new in-thing. The plight to protect the natural environment and move towards a sustainable future has rapidly become a widespread cause to which a huge number of individuals, associations and countries have pledged their allegiance. 

Aligning your business with a positive cause, like saving the environment, is a great way to market your company. What's more, Brand Innovation has loads of awesome eco-friendly promotional products and brands for you to choose from!

Some of our favourites:

Newhaven Eco-Logical Ball Pen
- Bamboo travel mug
-
Fabulous, eco-friendly Kooshty products
- Okiyo everything

There are so many other promotional items you could use to better your branding. See our website for eco-friendly gifts and our full ECO collection.

Printed t-shirts have long been used in promoting important causes. In fact, printed t-shirts are a promotional item that has long stood the test of time. 

Bold, statement t-shirts promoting political or social movements have always been incredibly effective in conveying an important message. They're especially effective in a large crowd of many people donning the same custom t-shirts. 

View our blog for the ultimate guide to printed t-shirts in South Africa. 

Order Your Branded Promotional Products Now 

The power of branding simply cannot be underestimated.

In the world of marketing and advertising, corporate gifts and promotional products are clearly an incredibly powerful tool. Don't sit idly by while you have the opportunity to make a splash and show the world just how amazing your brand is.

So what are you waiting for? Brand Innovation is waiting for you to make the first move.

Browse our website and order your promotional products now. 

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