Branding the Easy Way

by Barbara Ellin Fox

“Slug Bug, Red! No Slug Backs!” and I receive a “thump” on my shoulder.  My 4 1/2 year old granddaughter demonstrates the effects of  “branding”.

Branding is the process of turning something into an easily recognized, cohesive identity.  We recognize the branding a single item like the shape of a Volkswagen Beetle or Budweiser Beer with the Budweiser Clydesdales. The sight of a polo pony and rider with mallet in the air tells us we’re looking at the Ralph Lauren line of products.  A green four leaf clover with an H on each leaf identifies the “4H” member. Branding makes it possible to identify an object, a group, and association, or a member in an instant.

Branding is a powerful tool for your riding club, training barn, camp or lesson program not just because it creates instant recognition, but because people like to be identified with the things they think are great. Adults and children like to be part of the group and identified as an insider.

The most common way to use branding in the horse world is through color and logo.  Logos and colors can be used on countless items, such as;  tack trunks, vehicles, blankets, saddle pads and business cards.  I think one of the best ways to advertise your group is with shirts that have your farm or club logo because these items can go from the grocery store to school.  They are walking identities.

In the past it has been costly and difficult to develop a logo, pay to have it put into a form suitable for application and then to find some one who would put it on shirts for you.  It was even more difficult if you only needed a small number of shirts. The internet has changed all of that.  Now there are countless numbers of online businesses who will help you design your logo and get it on a small number of shirts, sweat shirts, jackets or caps.  And you can choose from screen prints or embroidered logos. And there are prices to suit any budget.

Companies such as Zazzle http://www.zazzle.com/ and Cafe Press http://www.cafepress.com/ will help you open an online store where you can sell sweatshirts, tee shirts, mugs, stickers, bumpers stickers and countless other products with your logo on them.

An online search will produce companies that will digitize your logo and send you a file that you can take to your local shop.  And if you’re not sure what you want for a logo an online search will also produce  help in design.

I know these things only because I recently gritted my teeth and finally decided to have shirts embroidered with my farm’s logo.  I expected the process to be hard and the logo to cost a pretty penny to produce.  Boy was I wrong.

My online research turned up Queensboro Shirts at www.Queensboro.com .  You’ve probably notice their banner at the bopttom of the Riding Instructor blog page.  The first thing I noticed about Queensboro is that they explained every step of the logo process on their website.  Their requirements were simple.  You have to order items in sets of 4.  They can be different sizes, different colors and, except for hats, different items.  That was not hard for me because Queensboro has a huge selection of clothing from coats to shirts.  And your first 4 items are deeply discounted, so it’s not so risky to experiment with colors.  As far as the logo itself goes, Queensboro gives you a free evaluation.  The first time my evaluation showed that my logo needed some help but after I followed Queensboro’s directions, my logos were accepted AND digitized for free.

I have to tell you that the people at this company deserve an award for patience.  They went the extra mile to get my logo right and were really patient about all of my mistakes in the order. The part that was the most fun (and the most nerve wracking!) was choosing the colors of the threads in my embroidered logos. Queensboro lets you change the colors according the the color shirt you’re buying.  I played around with several variations.    I was thrilled with my farm polos, denim shirts and ball caps when they arrived.

If you’re teaching or training, running a barn or have a club and have been thinking about starting your branding, I’d encourage you to go for it.  Do a little research and find the company that fits your needs.  I did it, and if I can do it, so can you!

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