Branded apparel is one of the best tools in our branding arsenal. But there are typically hazards to avoid when deciding how to build out an apparel program and which products best serve the brand and the wearer. Yes, the benefits of branded apparel are tested, and trusted, but your brand-building and experience opportunities can be leveraged even further. It’s easy with apparel to “wash, rinse, repeat”, but just replicating past apparel programs probably won’t provide the return on investment that it could.
The Jakes Group supports a number of clients with apparel programs and products, and there are a few tips we’ve gained along the way that we like to share with those interested in working with us on branded apparel.
1. Take a “brand first” approach
Although it becomes the wearer’s apparel, it is your brand, so be certain your choices align with your overall positioning and help advance your brand standing in the eyes of your internal and external audiences. As an example, if one of your brand values is related to ‘sustainability’ take a closer look at eco-friendly apparel. This can mean environmentally friendly production practices as well as fabrics made from recycled or sustainable materials. Or you could consider partnering with an apparel company that offers to donate proceeds toward an environmental cause. We apply brand filters to the vast majority of our marketing decisions; we should apply that same thoughtful process to apparel choices.
2. Consider the end user
ROI is difficult to measure with apparel programs, but we do know the best way to increase ROI is to increase usage. The worst apparel investment is in products that are relegated to the back of the closet, bottom of the drawer or are only worn as a last option. We believe a brand’s goal should be to become an end user favorite … the first shirt, jacket, hoodie or hat they reach for when it’s time to hit the office, the tradeshow floor, or head to a customer install. How can a product become a favorite? Read on.
3. Invest in quality
One of the most critical, yet debated decisions related to branded apparel is whether an organization should invest in higher-quality merchandise. Many brands rely on ‘trade’ brands or lesser-known consumer brands when determining which apparel to order. But there’s more to it than that. Custom branded apparel isn’t just about adding your logo or design to a polo shirt; it’s an effective and purposeful investment in your brand. Using a top brand jacket versus an unknown makes a statement about your brand, your organization, and the importance you place on supporting your clients, employees, and partners.
4. Use design to give branded apparel more appeal
High logo visibility doesn’t always equate to increased brand exposure. Trying to make your logo the star of the garment presents a lot of challenges. First, you typically invest in a respected brand of apparel to leverage that brand and its inherent quality…not compete against it. Second, if you think you are going to upstage the Nike logo, you might want to reconsider your profession. Nike and other highly recognized and respected brands literally spend millions of dollars every year to ensure brand dominance. We recommend letting their investment work for you. In terms of design, here are a few thoughts on how to employ design to help you get the most return on your apparel investments.
- Consider placing your logo in a secondary position.
As technology has advanced, there are a lot more viable options for logo placement on attire. A logo on the shoulder, upper back, or even across the sleeve’s cuff area ensures that your brand is well-represented, but not competing for attention.
- Experiment with tone-on-tone approaches.
A tone-on-tone logo utilizes a color much like the background color, creating a less intrusive, more design-friendly effect. As a result, branded apparel that uses a tone-on-tone approach becomes less like a blatant walking advertisement and more of a shirt that people just want to wear around.
- Think outside the box.
Look beyond the basics for unique branding opportunities. Branded zipper pulls, buttons and even metal ‘tags’ sewn onto or otherwise secured to the clothing can enhance the overall look and feel of the apparel without overtaking it. Both woven and rubber zipper pulls, as well as branded metal and fabric buttons and badges are now widely used by marketers for promotional branding purposes.
The Jakes Group enjoys and is experienced in designing and delivering branded apparel solutions for our clients. Hopefully we’ve sparked some ideas here. Whether it’s part of an internal onboarding initiative, a corporate gifting campaign, or a consistent brand program for your contractors and installers, we’re here to help. If you want to talk a bit more about branded apparel or any branding or marketing challenge, let us know. We always welcome good conversation.