From large corporate conglomerates and global organisations, to small High-Street stores and independent retailers, the one thing they all value besides their customers is their unique brand identity.

Having a familiar, recognisable brand is priceless in consumer culture and really can’t be underestimated. Given a choice between a known brand and a new brand, a consumer will invariably go with the one they are familiar with.

Of course, the bigger organisations have whole departments dedicated not so much to promoting individual items, but to promoting the entire brand and ensuring its reputation and integrity is protected. But these are organisations that have millions of pounds at their disposal, and can afford television, radio and magazine advertising campaigns.

So, where does that leave the rest? How can the smaller organisations get their message out there and create a brand identity?

Well, there are many promotion and marketing strategies that can be employed that won’t need a blank cheque to fund it. The key is to simply get their name in the public domain, whether it’s on flyers, websites or newspapers. The more exposure a brand has, the more familiar the public will be with it and subsequently the more likely they will be to use their wares at some point.

Branding promotional products such as pens, bags, keyrings and other commonly used items is a good way of getting a company’s name widely circulated. And producing promotional mugs, in particular, is an effective way of getting a company’s name onto the desk of existing or potential business partners.

The great thing about such promotional methods is that they are relatively inexpensive to produce and it can all be organised and ordered entirely online with minimal hassle. With promotional mugs, for example, the type of mug (ceramic, china, glass etc), size of mug, colour of mug and quantity required, can all be requested online. The company logo and brand can be sent electronically to the supplier and they can provide a free digital proof, ensuring there is a clear understanding of what the final product will look like.

Of course, it isn’t only the smaller organisations that use such promotional items. All the big names in the business world produce such items in addition to their media campaigns to help maximise their presence and ensure their brand identity is preserved.

With so much competition in the consumer world, even the smallest of advantages that can be gained over a rival is worth every penny. Brand recognition is central to any successful business, so whether it’s keyrings, bags, pens or mugs, getting the brand name circulated widely is crucial.

Paul McIndoe is an online, freelance journalist and keen hillwalker. He lives in Scotland with his two dogs.