If you are planning large format items like an exhibition stand, or poster campaign then does it communicate your core message? Does it engage, intrigue or delight your audience? Is the intent to raise your profile and increase awareness or is there another outcome you are looking for?

If you don’t know what the intended result of any item is then you can not create a considered piece of design.

Consider something as basic as a branded pen. If your brand stands for quality, then a cheap plastic pen might not be the best fit for you – even as a free give-away. It might well remind people of your company name each time they use it, but the underlying associations might be a poor fit for your brand’s persona. ‘Cheap and disposable’ could be the message you convey – when you actually want to communicate quality, gravitas and professionalism. So, your free gift could ultimately damage any previous, positive brand positioning that has been achieved.

Brands exist in the minds of your customers. It’s our job as brand designers to sculpt that perception so their image and feelings they have about you and your offering match your true nature.