Pins seem to have been around for ages. And for good reason. In today’s blog post I’ll first explain what branded pins are and the different types you can choose from.
After this, I’ll cover how to use them effectively, for different occasions, and what to consider when designing them.
Branded pins are custom pins visually communicating a particular brand. Via a logo, name, slogan or any other element that represents the brand.
Pins serve as a cost-effective promotional product that can impact all of the following aspects:
- brand awareness / visibility
- employee recognition
- customer loyalty
- community building
- sales (as an onpack gift or merchandising item)
There are three main categories of pins. Each has its own unique advantages and disadvantages.
Enamel pins are small metal pins coated with colored enamel, a glass like coating. These are very durable products. One distinguishes between soft and hard enamel.
Soft enamel is added to the recessed areas of the pin but not all the way up to the metal edges. This means soft enamel leaves a slight texture. One can use different colors on the same pin because metal edges are separating them from each other.
Hard enamel is baked at high tempreatues and results in a polished finish. The enamel is added in layers and then polished down to the height of the metal border.
This production technique is more expensive but offers a premium quality. Both in terms of material and visual appeal. Hard enamel is primarily used for luxury products that are meant to last an extremely long time.
Lapel pins are small pins, as the name already suggests, attached to the lapel of a jacket, suit, coat, or other clothing like ties or hats. They represent a fashion accessory with which to show one’s affiliation or simply a means of self expression.
Lapel pins can be manually painted, enameled or domed. Domed pins are metal pins with a doming sticker inside. The sticker, often called 3D label, too, is coated with either epoxy or polyurethane, a transparent, dome shaped element which assures the pin is durable and protects the visual beneath.
Button pins are small, usually circular types of pins made from light metal. Most of the time its edges are slightly rounded.
On the front there is a printed piece of paper, covered with a transparent plastic foil. On the back there is a safety pin or clasp via which one attaches the product to e.g. a shirt or a backpack.
Button pins are commonly used as promotional products, representing a company, cause, or event. They are widely used during political campaigns and as memorabilia.
In comparison to enamel and lapel pins, button pins are, regarding its price, more on the economic side. They are more casual than these other two pin types, too.
Button pins almost always use a safety pin style mechanism on the back, while the other pins use a butterfly clasp, stick pin or magnet.
There are several purposes for which branded pins can be used as an effective marketing tool.
Corporate and networking events
Many corporate and networking events you’ll attend will feature pins. Why not join the party? I remember a business event here in Zagreb which was organised by the British Embassy. I was wearing a lapel pin which was showing both the UK and the Croatian flag. It served as a great conversation starter since people asked me where I got it from.
Employee recognition
People being the greatest organisational asset, pins can serve as a small element via which to celebrate achievements and foster team spirit. It could be for a milestone like X years of being part of the company, a special achievement, e.g. a sales goal or completing a project, or you could award pins to someone who is embodying your company values. In any case, pins will serve as a lasting symbol of recognition.
Customer loyalty
Pins can be used as a tool to communicate with your customers, create a sense of connection and encourage repeat business. Particularly when you’re offering exclusive pin designs that make them feel special. Some organisations use tiered designs. These are different pin designs, each representing a different level of loyalty. As a cost-effective and small item, pins can easily be used as a direct mailing gift. One of the keys of using pins successfully is its design. You need to make sure they are both practical and visually appealing enough that customers choose to use them. When investing money into pins, the last thing you want is that they end up in the trash.
Design plays a crucial role in creating branded pins. If you don’t have an in-house designer, it is a good idea to work with a supplier who does. The process starts with a brief after which you’ll receive a full color render visualization.
This will help you align with the designer in regards to what you like and dislike. Before starting any bulk production process, it is wise to first receive a prototype or a pre-production sample.
The first decision you’ll need to make is what type of pin works best for your brand, your budget, the people who will receive the pin and the occasion. If your brand is a premium one and you’re organising a VIP customer event, an enamel pin will be the right choice.
If your target group are children for whom you are organising a large promotional event, you will want to rely on a cost-effective solution like a button pin.
The type of pin you choose will, to a great extent, already determine the material.
Lapel or enamel pins are made from metal, either cast, e.g. from a zinc alloy named ZAMAC, or laser cut from sheet material, e.g. steel. Combinations of different materials are possible, like we did here. For the Tullamore D.E.W. whiskey brand.
Like with any marketing material, you will want to make it your own. Differentiation is a key in brand visibility. If your brand has a long tradition, you’ll probably want to choose an antique metal finish. If your brand is a modern one, you’ll want to choose a more contemporary look.
Pick an element from your visual guidelines which will work well with a pin. If your logo has too many details for such a small object, use a simplified version or choose a slogan.
Most pins are somewhere between 15 and 25mm in size. The most common shape is a circle. Many pins are rectangular, oval or even custom shaped. Choose the size and shape that works best for your particular visual.
If you choose to communicate your brand logo, it will often automatically determine the shape of your pin.
There exist several mechanisms for attaching a pin you can choose from. The most common ones are a butterfly clutch and a magnet. A butterfly clutch is safer but some people don’t like to create a hole in their clothes, albeit it being a very small one.
Magnets assure you avoid this but, unless you use a single unit packaging like a box, logistics will be messy. Because pins with magnets will attract each other and, within the export carton, create a “ball” of pins. Besides, a pin with a magnet on its back, tends to fall off easier. My personal favorite is therefore the butterfly clutch.
There are occasions when having your pins packaged into polybags, of 50 or 100 units each, will work fine. In other occasions you will want to use a single unit packaging option.
Instead of single unit polybags we recommend either paper bags or cardboard boxes. The good thing is these can carry a printed label or direct print which can even be personalized.
As a promotional product, pins have a long tradition and offer you many options to be creative. Since a pin is a small object, you can easily distribute them. It is a product category where you can, with a relatively low investment, create a custom version.
Ivica Baraba - Sales & marketing management
"In PES I get to work on many custom branded merchandise projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”
