Recognition Express, a long-standing promotional product business, has a new identity as it prepares for growth
Recognition Express has a new look for 2023 as part of managing director Chris Masters’ plans to keep the franchise at the forefront of the promotional products and branded clothing corporate market.
Established in 1979, the company introduced the concept of name badges to Europe and is now one of the longest-established franchise brands in the UK. The iconic Recognition Express logo served the business well for over 40 years, but it no longer reflected the brand as a dynamic business. The company now has a distinctive new corporate identity which was well received, underlining the franchise’s intention to go places in 2023 and beyond.
Updated identity
Chris took over the company two years ago. He identified the need to refresh the franchise’s identity and is looking to implement new initiatives to strengthen the business.
He explains: “When we set up the UK franchise for Recognition Express we inherited the name from the American master licence holder. What it meant in the 1970s was ‘quick badges’ but whilst we’re still market leaders for identity products, we’ve come a long way since then. During our rich history, we have continued to innovate, moving away from being a single-product supplier to becoming the trusted branding consultants we are today.
“We quickly agreed the name Recognition Express should be retained. It is well known in the marketplace, and we believed both elements of the name were still very relevant. Recognition is about recognising prospects, customers and staff by giving them branded merchandise, name badges and uniform, awards and gifts. We pride ourselves on offering the highest levels of customer service. We can be express in all aspects of our service from express response to enquiries, express delivery of samples and express delivery of product where possible.”
A well-established model
There’s never been a more exciting time to become involved in the world of promotional merchandise, as the UK market is estimated to be worth almost one and a half billion pounds. The latest Bellwether report by the Institute of Practitioners in Advertising predicts that business spending on marketing is expected to continue to rise in 2023 as firms look for cost-effective ways to keep their brand in front of customers and competitors out.
The market is changing, as customers look for eco-friendly products and ways to support British manufacturers. Recognition Express franchisees have access to a wide network of suppliers, enabling them to deliver a ‘one stop shop’ service to their customers. As specialists in sourcing promotional products and branded clothing, they can provide innovative and cost-effective solutions to marketing challenges, maximising budgets and results. Chris says: “Our longevity in the marketplace speaks for itself. The future of Recognition Express is looking as bright as our new identity!”
At a glance
Year Established:
1979
Number of franchised outlets:
40
Location of units:
Nationwide
Investment range:
£25,000 - £35,000 + VAT
Minimum required capital:
£8,000
Contact:
franchise@thebardongroup.co.uk
