What do Wrigley Field, Trump Steaks, and NASCAR vehicles and drivers have in common?
They are all examples of opportunity branding.
The ballpark where the Chicago Cubs play got the name Wrigley Field way back in 1926 to honor the team’s owner, William Wrigley Jr. The fact that Wrigley also made the popular chewing gum elevated the ballpark to a powerful piece of outdoor opportunity branding.
(I’m using the word “opportunity” in its most simple meaning here: Wrigley had the opportunity to name the ballpark and he took it.)
Donald Trump had the opportunity to feature his steaks during a post-primary election press conference and he took it. And, NASCAR drivers and vehicles present many opportunities to sew on logos, glue on decals, and paint the names of brands.
The lesson is that you should be as opportunistic as these people: Use every opportunity you have to feature your logo, your name, your social media, your phone number, or your website. Here are some common places you can put your brand today:
- Graphics. If you use graphics in your social media or content marketing – and you should – be sure that everything you publish is branded. Look at the art that accompanies this article, you’ll see a version of my brand. When this gets posted on Facebook and Twitter, that branding goes along for the ride.
- Packaging. Bags and shipping boxes should feature your brand and perhaps even contact information. Every package you receive from Amazon is an example of this strategy. If you can’t afford right now to print up new packaging or bags, get some nice rubber stamps made, grab a colorful inkpad and go to work.
- Email. Your logo and social media links should be included in every piece of email you send. A friend of mine was out with a real estate agent the other day and they were talking about social media. The realtor pulled up one of his emails, clicked on his Twitter handle, and told him, “You have one more Twitter follower.”
- Presentation materials. Whether you’re creating a PowerPoint presentation or pulling together a folder to promote your business, get your branding on everything. Further, for items such as PowerPoint presentations, make a template so everyone on your team can create good-looking slides with your brand. I would also include business cards, stationary, and any printed materials in this group. Drake Baer and Skye Gould have a great article over on Business Insider that breaks down business card design according to the main thing you want to accomplish with your card.
- Vehicles. If you have company vehicles, consider a “wrap” or sign painted on your door. The Outdoor Advertising Association of America says that a wrapped vehicle can create as many as 30,000 to 70,000 impressions a day.
- Clothing. If I say “khakis and a blue shirt,” what am I talking about? The ubiquitous “uniform” at Best Buy. Establishing a consistent look in your team is often a good idea and it can become an element in your brand identity.
- Giveaways. Other small items should feature your branding and contact information. If you’re B2B and you serve coffee to your clients, make sure it’s in a regular or travel mug with your logo on it. Promotional items can be used wisely and benefit your business quite a lot.
While it will cost you something to get your logo and business information in these places, these opportunities are free and you can’t say that about very many advertising and branding strategies.