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Company Apparel: Looking Official vs. Looking Promotional

By: Alice Jenkins


Every employee should be proud to sport the company logo and colors. However, there is such thing as going overboard with advertising in thread. Company custom clothing should be a lot like the webpage: attractive, but subtle and welcoming to potential customers. Unless you’re at a convention of similar professionals or at public event sponsored by the company there is no reason to be so bold with the logo and mission in text on a T-shirt. 

Every small business with a halfway decent marketing budget can afford cheap shirts with their logo on it. Here are some tips to sporting company apparel that tells the viewer a lot more about your company than its name and purpose.
1. A Collar Says More Than You Know
Take a step up in class and make custom designed polo shirts available to the employees. Many companies require the use of similar collared shirts while in the workplace because it gives off a “professional but approachable” image. There are plenty of places online where you can design these shirts for a decent price and get a company discount if you order a certain amount.
2. Make the Logo Visible but Modest
Put the logo just above the heart and have it contrast well with the color of the shirt. Again, unless you’re promoting a specific event, be relaxed in advertising the company. A patch or logo design seems more relaxed, confident, and professional when sported in moderation. This is especially important if someone wearing a shirt is also sporting a company hat. Too much company logo on the shirt and hat can make it seem like you’re at work (delivery) rather than just representing.
3. Promote The Company, Not the Logo
If you really want to promote the company, a slogan or catchphrase is always better (and usually cheaper) than a logo in the middle of a shirt. Make your clothing memorable to viewers by mixing a little humor into the mission as professionals. For example, apparel for a pizza business that says “fastest delivery in (city)” might send a good message, but people will remember apparel that says something like “Order at Halftime, we’ll see you by 3rd Quarter kickoff” a lot better. Advertise the company’s performance, not the name.
4. Useful Promotion is Effective Promotion
Items like wrist bands, pens, Frisbees, and koozies are the best items for simply spreading your company’s name and contact info because they will be used long after people see you in company clothing. 
5. Keep The Company Logo off Your Pants
Wear a nice pair of slacks, khakis, or jeans if appropriate but never try to promote something from the waist down. Think of it this way, the lower your brand sits, the less serious it comes across. Unless you’re advertising a fashion brand stick to branding upper body clothing and useful items.
Published: October 2, 2013

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