July '18

For the Business of Apparel Decorating

Issue link:

Contents of this Issue


Page 44 of 86

40 || P R I N T W E A R J U LY 2 0 1 8 rate logo wear contributes to the general public's perception of the corporate brand. The value of a brand can be tough to calculate. You can attach a monetary value (what the business would sell for) and the reputation value (how the business is per- ceived in the community and by its cus- tomers), but most people don't understand that the largest value of a brand is simply that it sticks in people's minds. The more it is seen, the more people remember it, and the more a brand is remembered, the more valuable it becomes. Many customers also don't understand that it takes more than one viewing of a piece of branding for it to make an impression. Popular wisdom regarding branding says that it takes seven viewings of a brand before it is cemented in the viewer's mind. One of the best ways to make sure a brand is seen, over and over, day after day, is to put it on shirts, jackets, and hats that are constantly worn by employees. Decorated apparel turns employees into walking bill- boards that can move and talk and interact with customers. Businesses are constantly working to get their brands into the mar- ketplace and stuck in people's heads, and an employee wearing branded corporate attire is exposing people to the brand every day. The problem is that many business owners only see the expense of providing branded attire for their employees and not the benefits. This problem is compounded by the fact that some of the larger indus- trial uniform companies, with which your business may be competing, tend to give the decoration away to sell the uniform. So, part of the task of any decorator who is sell- ing branded corporate apparel is educating the customer about how the apparel helps perpetuate and advertise the brand. While educating the customer about the value of the brand, don't forget to also edu- cate them about the value of the decoration that is being added to the garment. Talk about things like the fact that color and tex- ture add visual interest and are more likely to stick in a prospective customer's memory. Explain what goes into creating a decorated garment; how fabric and decoration tech- nique are married to create a harmonious final product. Let the customer know your skill level, what you've learned over the years, and how all that expertise will be used to help advertise your potential client's business. Decorators, in general, tend to underplay their skill level and the amount of time and effort they've put into becom- ing experts in their craft. Don't be afraid to let customers know how you obtained your level of expertise and how that expertise can be used to their benefit. CORPORATE BRANDING Above: Educate customers so they have a realistic expectation of what their logo will cost and offer suggestions on how to make it look its best within those restraints. (Image courtesy Upstairs Embroi- dery) Above center: It's reported that it takes sev- en impressions for a potential customer to remem- ber the name and/or logo. (Image courtesy Ensign Emblem) Right: A brand's value can be calculated by its monetary value or its reputation value, but its ability to be recognized may be the most im- portant. (Image courtesy Upstairs Embroidery) Far right: Embroidery is a popular decoration choice for logo apparel as it presents a clean, professional appearance. (Image courtesy Sparkle Gear Inc.) Rhinestones are great branding options for businesses looking for a fun, standout look. (Image courtesy Sparkle Gear Inc.)

Articles in this issue

view archives of Printwear - July '18