Corporate Gifting and Your Brand Archetype

The holiday season was a high point of gift giving. But when it comes to corporate gifting, this is a year round affair.

As any good gift giver can tell you, finding the right present for someone is not easy.

It’s not about how much money you spend on a person (though that certainly helps). 

Rather, the right gift takes what you know about a person and distills it into an object they will appreciate. 

The best gifts are items that the recipient will enjoy but was unlikely to purchase for themselves.

Such gifts should also be reflective of the person who gave them and their relationship with the recipient.

The Power of Corporate Gifting

Most individuals are aware of these gift giving conventions on some level. What they may not know is that corporations engage in gift giving as well.

Corporations like to reward customers for doing business with them through material means.

This allows businesses to retain customers and spread good word of mouth to others.

After all, 66% of people will remember your company’s name as late as one year after receiving a gift.

This is why 4 in 5 CEOs believe that corporate gifting has a positive and measurable ROI.

How do corporations maximize the value of their gifts? Unless they are the type of operation able to meet with clients personally, it can be hard to know what customers would like as a gift.

Corporations are impersonal by nature, but the best gifts are personal ones. How do you reconcile the two?

How to Personalize Gifts

One way to personalize gifts is to send them when customers reach specific milestones. Some companies send gifts to customers on their birthdays.

Even if the gift itself isn’t personalized, the occasion is. Other companies send gifts to customers after a certain amount of time or money is spent with the business.

Not only does this reward long term relationships between business and customer, but it also limits the number of gifts the business sends out to their top customers. 

Another way gifts can reward beneficial consumer behavior is by gifting those who refer the company to others.

Generating new leads is how a business grows. It’s worth celebrating the individuals who make it happen. 

All the strategies listed above have 1 thing in common. They all focus on the occasion in which a gift is sent, not the gift itself.

For the gift itself, businesses have to think about what their customers have in common. 

Consumer data may be able to give businesses insight into purchase history and demographic information, but that information isn’t enough.

Instead, businesses should figure out what about the company’s branding attracted customers to them in the first place. 

Yes, Gifts Can Match Your Brand

Branding is a powerful tool. At its best, branding is the company personified. Brands have personalities and values that customers can relate to.

Branding colors every interaction a company has with external stakeholders.

One way to develop a company’s brand into something relatable and comprehensible is by using archetypes.

According to renowned psychologist Carl Jung, there are 12 major archetypal personalities seen throughout history. 

A brand could latch onto any single one depending on their product offerings and target market.

Brands that follow well defined archetypes rose in value by 97% compared to brands without a strong identity. 

Brands improve the customization of customer interactions. 63% of customers report disliking the generic ads and brand messaging they receive on a daily basis.

In a world inundated with ads, it’s important to stick out. 9 in 10 customers want the brands they interact with to feel real and authentic.

They want them to act on the values they claim to uphold. This ties into corporate gifting by informing the type of gifts customers receive.

Looking at Your Brand Archetype

Connecting a brand archetype to a gift may seem abstract at first. Here is an example.

A brand that embodies (and attracts customers of) the Innocent archetype is expected to value purity.

Gifts associated with the Innocent archetype are expected to be natural products that support a gentle caregiver. 

One such gift that fits this bill is an aromatherapy diffuser. Diffusers spread wholesome love with a purified offering.

For those who enjoy essential oils or pleasant perfumes, the gift is especially welcome.

Remember, you want the customer to associate the gift with your company. Branding drives gifting.

Choosing the right gifts for your brand archetype

Impressive Digital Workspaces Improve Remote Work Efficiency

It is no secret that the digital workspaces are becoming more and more integrated into the traditional day.

In-person employees switch through multiple online apps and whole businesses meeting via online platforms.

And remote team workers rely on the internet to complete their day.

It is more important than ever that businesses understand how to use digital workspaces to remain efficient.

Did you know that the average employee uses 9 applications a day in order to complete their daily work tasks?

Between communication, reporting, and business applications managers can use up to 10 a day!

App Switching’s Negative Effect on Productivity

All of this switching between apps has actually been proven to have a negative effect on a businesses overall productivity. 

It has been reported that:

    • 21% of employees become less efficient at their job.
    • 19% report reduced attention to tasks.
    • And 17% admit they work longer hours in order to make up for the lost time.

This lost time comes from the fact that each interruption that comes from switching tasks takes about 23 minutes to regain focus.

Overall, this means that constant task switching can lead to an overall 40% in lost productivity.

What’s more is that most businesses aren’t just using applications as their only digital workspaces.

Shift to Remote Work

After the pandemic, there was a large shift to remote work.

While many employees have returned to traditional office spaces there are still many people who remain working from home and plan to stay that way for the remainder of their career.

This means that in addition to the traditional applications businesses use in their day to day tasks, many are also using remote meetings in order to continue communication between their remote and in-person employees.

Since scheduling remote meetings is much easier than trying to book an in-person meeting, 55% of employees are finding that they are attending more meetings than they were in the past, and this is also contributing to a lack of productivity. 

83% of employees spend up to a third of their work week in video meetings. And 71% of these employees report that many of these meetings are unnecessary and lead to more time being wasted.

This loss of time means less time to complete important tasks during the work day, and businesses are suffering from the overall loss of productivity.

Aside from just the loss of time, employees are reporting that they are suffering from remote work fatigue.

Employees Exhausted by Being on Camera

49% of employees report that being on camera makes them more exhausted, and there is actual scientific evidence that may be able to explain why.

The constant use of cameras make employees feel as though they have a lack of personal space, and feel as though they are the center of everyone’s attention.

This can be emotionally draining for many people and can increase self awareness in a negative way and increase feelings of anxiety.

When employees are feeling less satisfied and overall exhausted from the amount of digital meetings they are having to attend, it can significantly lower their productivity and consequently that of their place of employment. 

Steps to Increase Productivity

The good news is that since there is evidence that proves what is leading to lower productivity, there are clear steps that can be taken in order to increase productivity both in-person and remote workers.

First, executives should be sure to lower the amount of digital meetings they are conducting each week.

If a communication can be made via email or can be postponed until an already scheduled meeting, it can be helpful to wait rather than schedule an unnecessary meeting.

Improving Digital Workspaces

Consolidating work to a few different apps can also lower the amount of task switching and increase productivity in employees across offices and the digital space alike.

Just these two small changes will allow more time in an employee’s day to complete their tasks rather than wasting time in meeting waiting rooms or mindlessly switching through applications.

It is also important to listen to employee desires and needs. A business that fosters happy and healthy relationships with their employees can expect to see productivity increase overtime compared to those who have dissatisfied employees. 

Navigating the transition from in-person work to digital workspaces can be challenging.

Learn more about how to make digital work the most efficient in your own business in the infographic below:

The power of nimble live video
Source: eyeson.com

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