04-08-2019
How to Convey Your Brand Message with Client Gifts
FILED IN: Client & Corporate Gifts, Education
Posted By: Jamie Kutchman, Founder
Client gifting is an investment in your business. Before making the decision to invest in client gifting, there should always be a goal in mind that’s established up front prior to beginning any project. To view some of our top projects of 2018 to see what's possible, visit here.
In the case we're going to share with you today, our Merrill Lynch client wanted to welcome their clients to the ML family with gifts that felt more personal and less corporate to reinforce their stable, trustworthy, family-oriented brand message. As a start, we intentionally limited the use of their logo to just the cookie to decrease the corporate swag feel.
We then came up with the concept of ML sharing one of their favorite family traditions with their clients...a pancake breakfast! We curated contents around this theme and imagined the whole family gathering around the table to share in this tradition. We selected small batch pancake mix, handmade wood whisks, artisan maple syrup, small batch pecans and a logo cookie by Sugar Studio.
We purposely kept the logo off of the welcome letter inside each box (and the gift tag on the outside of each box) so it felt more like a note coming from a cherished friend. The note inside communicated the meaning behind the gift concept to connect the contents to our client's branding message. We didn't want to leave it to chance that recipients would automatically "get it". We wanted to make sure they interpreted in the way in which it was intended in order to achieve maximum impact. Paper by Just Write Studios.
To recap:
1. Consider your brand and identify the overall message your wish to convey with your gifts.
2. Come up with a concept to represent this message and identify gift contents to pull together the theme
3. Communicate the message, not merely in the gift contents and style, but also in the words used throughout the gift to reinforce your brand.
In thinking about your own brand, what elements of your brand message do you wish to convey in your client gifting? We'd love to hear your ideas! To inquire about our Custom Gift Design Service, visit here!
All images by: Lissa Ryan Photography
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