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The Nonprofit Toolkit series of CyberEssays.

Selecting from a near infinite range of options, every one of us develops affinity for certain products, activities, causes, organizations, philosophies, colors, beliefs, athletic teams, foods, etc. These affinities become personal descriptors. They are a form of identity currency that helps define us to the world. It works the other way, too. We interpret other people by noting evidence of their affinities.

Personal affinity creates a powerful language of social communication by generating two kinds of personal descriptors:

Verbal shorthand – we all use and understand small phrases that say volumes about a person to whom it applies: Soccer Mom. Lakers Fan. MIT Student. Deadhead. Fly Fisherman. Conservative. Sailing Enthusiast. Christian. Serial killer. Shortstop. Hangman. Groupie. Goth. Veteran. Feminist. Pro-This. Anti-That. Each of those phrases tells you a great deal about a person.

Nonverbal shorthand – each of us understands logos and graphical branding elements, and we all use them in the same way. They visually identify affinities, and tell you a great deal more about a person, when seen on T-shirts, caps, tote bags, pens and a bazillion other products: Harley Davidson, Red Sox, U.S. Marines, MTV, University of Michigan, NRA, Coca Cola, MADD, the local high school mascot, this religion, that cause, another political party and an endless variety of other preferences and affiliations.

We all use these personal descriptors to define ourselves. We rely on them to help us interpret others. That means merchandise with your logo generates three benefits to your organization – brand visibility, constituent satisfaction and public endorsement:

      •  Your logo-product generates visibility that strengthens your brand equity;

      •  Your logo-product gives your constituent satisfaction because it communicates his or her personal connection with your organization – and demonstration of that connection actually loops back and reinforces his or her affinity;

      •  Organizational visibility and constituent satisfaction are major considerations. But there’s more. Your logo-product also sends the public an implicit endorsement of your organization and its mission.

(Many marketers who understand the first two benefits that accrue to their organization miss this third point. It is at least as important as the other two.)

Everyone who sees your logo flashed in public knows that your supporter could have chosen to use an item with no logo – or one with the logo of another organization – or even an item with the logo of your competitor. Instead, the logo of your organization was selected – a choice that makes a public statement of personal support.

 

BOTTOM LINE: The lowly ceramic mug is not merely a device to hold coffee. It is a device to hold your logo in places where it will be noticed and appreciated – on desks, workbenches, tables and counters in homes and workplaces and boats and wherever else people drink from mugs. Imprinted apparel is not a fashion statement, it is a mobile mission statement in graphic form – your walking billboard. And so it goes with tote bags, key tags, desk accessories and thousands of other imprinted promotional products that are seen everywhere. Seen every hour. Seen every day. Seen by everybody – colleagues, friends, enemies, relatives, neighbors, customers, constituents, and strangers. By your current supporters. And by your future ones.

Universal dynamics are at work here. Your organization’s brand receives enhanced visibility. Its constituents gets satisfaction and reinforced affinity. The general public notes implicit statements of support. Of all marketing media, imprinted logos display personal affinities with the lowest cost and greatest impact per impression. Energized by pride of association...effectively communicating a connection with your organization and your mission...the trinket with your logo is of little cost and of inestimable value.

© 2008 by VisABILITY - PO Box 1659 - Lyons, Co 80540