Category: Branding

In the age of the digital revolution, physical real-world marketing remains as important to business success as it ever was.

We still want to do business face-to-face, so we network. We still want to attract new customers locally, so we promote and we still want to create a strong brand that takes a big share of the industry marketplace…

For that, business stationary marketing materials are a solid foundation on which to build your brand.

Often this kind of marketing collateral is the first formal encounter a person will have with your business, so making a strong first impression matters.

It also pays dividends to present a quality, professional image of your business from the get-go, even if it’s just you working alone, and yes, even before you have official office space!

There are also a host of practical reasons why this is good practice; from the fact that a branded business card is more likely to be kept and found than a scrap of paper with a handwritten phone number on it, to the fact that an invoice on branded stationary is easier to spot in an in-tray pile than a blank piece of paper.

Creating Branded Artwork

The obvious initial challenge in designing your business stationary is the creation of a company logo. You should look to hire a professionally-designed piece that uses colour, style and messaging to communicate what you do and who you are to new audiences. A low quality design or an amateur effort will do more harm than good so it’s worth investing in.

Likewise, if you’re opting to include text, while it can be tempting to try to be unique, make sure it’s easily legible or the message will be lost on people. The use of white space is another useful tool in maximising your marketing collateral because a busy page will simply be skimmed over and, again, the message will be lost.

With the digital arena in mind, regardless of your industry, you may likely need alternate versions of your logo, such as a square cut to allow for social media profile photo uploads, or longer logos with accompanying strap lines plus contact details on letter heads for example, so it’s recommended that you create a suite of these variations that can be used across your materials.

With so many online marketing options now and the ability for staff to create their own leaflets and social profile designs, it’s best to create your business style guide while you are developing your branded materials. This is basically a guidelines document for how people should use your logo, especially those outside your organisation, explaining how to position it, whether the colours can be changed or telling people not to change the size or distort the dimensions.

The idea is to create consistency, maintain brand reputation and keep things simple, because it is this constant repetition that will help your brand to resonate with everyone who sees it.

Consider Your Audience

Make sure to focus your business stationary designs on the end audience – who are you making them for? What will they appreciate? What message do you want to convey to them? Are there any important elements to consider, such as offering materials in larger print for seniors or people with sensory disabilities?

If you need to keep printing costs down but need to grab the audience’s attention, think of other ways to stand out, such as using coloured paper or branded envelopes for your written communications.

Next, you need to think about what information is vital to include on the stationary materials. You clearly want to direct people to the right source should they have a response, a question or feedback in general. Contact details are therefore important, but so too might a tax registration number be on invoices for example, as well as a business postal address.

While the messaging and overall tone of your branding is important on your business stationary, so too are the materials you use, because they will also communicate meaning. Will your audience appreciate a higher quality material such as gloss laminate, or do you work mostly with the not-for-profit sector who would view that as wastage, or intimidating, and would prefer to see recycled materials, as an example?

If you have a more generic audience, the advice would be to opt for the highest quality materials your budget will allow.

Top Tips:

Business Cards

While many modern business owners are on LinkedIn for their own networking, and may well have a social presence for their business online, such as a Facebook Page, business cards bring the personal touch. They’re a cost-effective marketing tool that means you always have a professional contact card easily to hand whenever an opportunity arises.

It’s a really good idea to incorporate more of your digital marketing into this particular product to maximise your connection opportunities and grow your online audiences simultaneously. That means signposting people to your website and profiles online, as well as your email and phone contact details.

Notepads

Branded notepads present a professional image when you use them yourself in meetings or at events, but are also an excellent gift-type marketing product. When left with existing or potential clients they are almost always kept, because of their utility, meaning your brand remains quite literally “under their nose” much longer than any email or conversation would.

Notepads are often used for brainstorming, at meetings where procurement is being discussed or at planning sessions. This makes them a prime area to really sell your business and, with the added space available, you can include more than just your logo. Think about including a short testimonial quote from a client in the bottom corner for example, providing that extra social proof.

Pens

As with notepads, desk pads and wall calendars, pens are a really practical marketing tool that keeps your brand front of mind for as long as they last (which is usually pretty long). Branded pens are a cost-effective gift that can be put into deal-closing information packs, left on front desks and given to event delegates.

The small space requires you to be succinct in the marketing message, though, so think of the prime channel you want to direct people to – such as a website or phone number – and focus the design on that. Also steer towards black ink, which is more often required on official business documents than blue ink!

Letter heads

Branding who you are and what your business represents isn’t just about the obvious sales marketing tactics, it should ideally filter down through every interaction you have with external stakeholders, including the mundane printed communications like invoices or letters.

For legal reasons it’s advisable to use branded letter heads on things like employment contracts but it also creates a formal tone on all your documentation. If you want to try a design that’s a bit different to the usual right-top-corner-logo, think of using a large watermark design that fills the page, or geometric coloured shapes around the page within which you can set the text.

About the Author

Quinnstheprinters.com are an online trade printing company based in Northern Ireland, operating a 24-hour factory with 5-colour printing that produces high quality, quick turnaround products for small entrepreneurs to big corporations across the UK and Ireland.

According to Henry Ford’s famous nugget of wisdom, “Failure doesn’t mean it’s already the end of the world. It’s simply the opportunity to begin again, more intelligently.” This adage is a perfect enlightenment for marketers and business owners who face a significant backlash in their branding strategy.

Let’s say you hit a painful realization that your brand, in all honesty, is all over the place and is not generating the engagements that you expect. Or worse, you have a well-defined brand, but you notice that it just doesn’t fit the ethics of your business.

When the Plague Strikes

According to the study conducted by netimperative, about half of consumers will end up liking a brand more after an unpleasant experience, provided that it’s well-handled and in the right way. Apologizing and admission to mistakes can be a difficult thing to do. Notwithstanding, brands who refuse to take accountability will face serious consequences.

Brands sometimes get it wrong and fall flat in marketing department despite having the best intentions. But it shouldn’t compromise the loyalty of the customer. The best thing to do when your mess up is to get on your feet and take charge, the sooner, the better.

Look for Customer Engagements in Different Perspectives

For the sake of your brand, be creative about how you engage with consumers and stop doing what everyone else is doing. There are unique mediums that you can use such as guest posting services, content marketing, influencer marketing, etc.

You should learn by now that there’s no such thing as one-size-fits-all when it comes to marketing. Don’t grow complacent, but learn to mix up and experiment. Don’t be too predictable, instead, think out of the box. Every brand is vulnerable so don’t take your audience for granted.

You need to remember that consumers re-evaluate their needs more often than not. Be on the front end and guide the consumers as they reinvent themselves instead of just being reactive to their needs. You need to manage your customer engagement strategy on a higher level if you don’t want others to do it better than you.

Establish a Relatable Identity 

It’s puzzling to see how brands muddle their unique value proposition (UVP) to get the attention of people. In their efforts to renew and reinvent, they complicate things which only frustrates the consumers. Thus, the branding campaign fails.

The identity of a brand is most powerful when its value proposition strengthens and evolves in alignment with the ever-changing lifestyle demands of the audience. Make it simple since people don’t have the time to decipher what your brand is trying to solve. Consumers want brands to be straightforward while at the same time forward-thinking. In short, deliberate with their identity. 

Develop a Lifestyle Platform for Your Brand

Business owners and marketers need to remember that the influence of brand can reach one’s state of mind and lifestyle. If your brand isn’t a way-of-life platform that communicates hope and inspires people, the influence and impact of its message will quickly evaporate into thin air.

Consumers want the value proposition of your brand to come to life and affect their lifestyle through messaging that’s not only educational but also applicable to them. A comprehensive branding approach gives people hope, which increases your chance to earn the trust and loyalty of the consumers. It also creates a more precise feedback and dialogue to keep your brand operating in continuous innovation mode.

Continue to Innovate With a Flawless Execution and Timing

Innovation may be an obvious strategy, yet many companies are too late or fall short in their branding efforts. Just like Blockbuster and Blackberry, all of which failed to innovate in go with the digital flow in branding arena.

Nowadays, markets demand flawless execution and perfect timing for every new strategy that you implement. It’s more than just cultivating your brand in blogger outreach platforms, print ads, and web. You should be all set when the consumers are ready, which means that your timing must sync with the demands of your audience.

And please, don’t launch a new packaging, product, service, strategy or logo if your audience is not yet ready or you are not prepared to bring the requirements for sustainable success till the end. There are no shortcuts to success. It’s a form of slow death in a marketplace where consumers anticipate brands to over-deliver before they buy. 

Promote the Spirit of Giving  

The majority of marketers fail to realize that generosity is an integral part of every brand’s DNA. Being a great brand is about genuinely sharing the success with others whether they have purchased your product or not. It’s not just about profitability and market share gains.

Make it a point to show your gratitude and respect to the people and communities who support your brand. Grant sponsorships, support charitable organizations and events and be consistent with your community outreach efforts.

If you just want to keep it simple or have insufficient resources, be sure to at least show your gratitude and say thank you to those who supported your brand through thick and thin.

Leave a Legacy 

What is the product association or experience that you want to leave behind for your brand? What will your audience remember most about how it affects their lifestyle or business?

The most successful brands don’t experience an identity crisis. These brands understand the responsibilities that they have to their audience. Their innovations are genuine, sincere and consistently delivered. And they focus on the interests of their consumers.

These brands fall flat on the excitement scale sometimes, but their customers remain satisfied. You know that you are creating a robust brand legacy when the loyalty of your client is strong and remains unfazed by strong competitions.

Takeaway 

Failure is just a natural part of mastering and learning your craft. It’s just a condiment that makes success more flavorful in the future. The good thing about failing whether at branding, marketing and even in relationships is that you can incorporate the lessons that you learn from your past failures and apply them to your future branding endeavors.

Patrick Panuncillon

Patrick Panuncillon is an adventurous entrepreneur and the clever mind behind Creative Working Playground, the brainchild of his passion for digital marketing and content management services. He is also a big writing aficionado. He loves to write just about anything related to business and technology as a form of his creative outlet. Patrick is also a jet-setter and goes out on travel escapade whenever his time permits.

Article Contributed by Sarah Elizabeth Saker

Consumers are bombarded with messages each day that direct them toward purchasing a particular product or service. A company that fails to provide a consistent message to its consumers is likely to be forgotten in the minds of its customers amidst the noise. The following tips will ensure your organization issues content that does not deviate from the image you would like to project. 

Establish Your Style

Compile a guidebook that will specify what your brand is about and how it should be represented. Detail how your brand logo should be used in online and promotional marketing content. Choose fonts, logos and icons that are appropriate to be used across multiple platforms. By pointing out what the company deems its identity, there will be no confusion among employees about how they can showcase what the company offers. 

Update Existing Branding Materials

Take time to review marketing content you have already disseminated. Make sure it is in line with the style and guidelines you have established for your brand. Even ensuring you have chosen a domain name that reflects your brands message is important. It is the first thing an online consumer will look at when reviewing what you have to offer. Look at all your social media sites, websites, business cards and brochures to see if they stay within the brand’s boundaries. 

Make Sure Online Posts Reflect the Company’s Message

Social media and blogging are key tools in disseminating a marketing message, but the company’s posts should reflect its overall goals. Choose content that makes sense for your brand. If you represent a specific industry, have online posts that center on developments in that field. Focusing your content on topics based in what you offer will ensure you do not stray from your message. 

Stay True to Your Brand’s Tone and Personality

Once you have established how you would like to be perceived by your consumer, make sure you use the same tone and personality across all platforms. If you take on a more serious tone aimed at professionals in the field, do not deviate to a more casual tone on social media platforms. Your credibility may be called into question if you create an inconsistent image that does not resonate with your target audience. 

Create a Common Experience for Consumers

Consistent branding should not just be limited to visual recognition. Consumers should also come away with a feeling associated with your company’s identity when they encounter marketing materials. Make sure your team knows what values your company has established as important. The experience your employees take into account when featuring your brand helps establish the personality your brand represents.

Periodically Reevaluate Your Branding

As time passes, the tastes of your audience may change or you may notice your branding has become less effective. This means it’s time to reevaluate your branding strategy. Does the personality and tone of voice you have established still resonate with your target audience? Has your audience changed? If you find your audience is no longer connecting with your message, it may be time to implement change. Altering parts of your brand does not mean you are inconsistent. Instead, it shows you are in tune to the customers’ needs and shift accordingly.

Your brand is anything you want it to be, and it might be anything you want to brand. Whether you are a business owner, an entrepreneur, a blogger, or anything in between, your brand is your business. Understanding what your brand is, what it has to offer, and what it provides is imperative. You must understand you are part of your brand, and that means branding yourself. You must be the kind of leader your brand needs to thrive, and that means understanding what makes a successful leader.

Be Open

The best leaders are the ones who are open and honest. Your brand requires your transparency. When you’re dishonest, people see right through you. It’s a good idea to just tell it like it is, admit when you’re wrong, and learn to take responsibility for things both good and bad. Your reputation and brand suffer far less when you make a mistake you’re willing to admit to and apologize for than it does when you try to place the blame elsewhere. Transparency is what your brand requires to grow and thrive.

Be a Team Player

Any executive assessment test will tell you being a team player is the best thing you can do. You are a leader, and you are the boss. The best boss is the one who doesn’t treat others as though he or she is in control and everyone else simply answers to them. The best boss is a leader who works with his or her employees as a team. Team players help brands grow. Would you rather your company be one with employees who don’t necessarily like working for you, or would you rather it be one where people love working with you? The happier they are, the better your reputation. It’s that simple.

Listen

If you want to become the kind of leader your brand needs, you must learn to listen. It’s very simple, and it means really hearing people. Start by being intentional when others are speaking to you. When it’s your turn to respond to them, repeat what they said in a short summary, answer their question or respond to their statement, and make a mental note of the conversation. It’s also imperative you remember listening isn’t always done with your ears. A good leader listens to body language, to moods, and to what’s going on around him or her. It’s up to you to take this, listen to what you see and hear, and apply what you learn to your brand.

Communicate

If you cannot communicate well, you’ll never be a good leader. A good leader speaks up when he or she is unhappy. You will speak up when you are happy. You will state what’s on your mind rather than allowing your upset to become worse. You’ll keep your employees and customers in the know, and you’ll keep the lines of communication open. A good leader is one people feel they can speak to without fear or worry.

Offer Flexibility

Leadership is a role you cannot take lightly. One way to do that is to offer flexibility. Never forget to put yourself in the shoes of those around you, and be sure to offer flexibility when situations call for it. If you can do this, you learn to create a balance that everyone in your brand deserves. Life is rarely smooth sailing, but learning to be flexible with things that go wrong, things that go better than expected, and circumstances you didn’t see coming makes being a leader that much simpler.

Being a good leader doesn’t mean being everyone’s best friend. It means being someone who listens to them, stands up for them, and it’s a person who helps others grow. If you want to be the kind of leader your brand needs, take a look at the people who were leaders in your own life and pick their best attributes. Apply those to your brand, and watch as it becomes your personal dream come true.

If you’re involved in a one man business, such as a consultant for instance, personal branding is capital. You are your own brand, and you must be your own brand manager. In this article, we’re going to give you four essential tips on how to set yourself up as an authority in your niche and none of these solutions requires hiring a brand manager, paying for expensive certifications or publishing fake press releases.

Write About Your Area of Expertise

One of the surest ways to demonstrate that you are an expert is to write about your area of expertise. Create a blog where you talk about your expertise and apply it to new issues or niche topics in your field. Publish industry white papers regarding what your company does, mentioning your contributions to the solutions mentioned in the paper. If you have already written professional articles, share the links to them on social media. You can turn this into new, unique and personalized content by discussing how you’ve applied lessons learned from that white paper over the past five years.

Promote Yourself as an Expert in Your Niche

Be interviewed at industry conferences as an expert in your field. Answer highly tracked questions on Quora to generate attention as an expert. This will help with social media sharing and improve your personal search engine optimization, since answering as an expert and getting voted up for these answers links your name to your desired associated area of expertise.

Join your industry association so that you can immediately list this membership in your biography. Apply for officer positions; you can apply for secretary or membership coordinator as these are low stress positions that require small amounts of work. If you are already a member of industry associations, offer to review papers submitted for publication and then put “reviewer for X journal” in your professional biography.

Another option is writing reviews of the top books in the field, showing that you’ve read them and understood them while giving your own unique spin on the topic. For example, a doctor reading about the application of Six Sigma to medicine could describe how the ideas in the book could be applied to the hospital where he or she works or what they’ve done already that wasn’t called “Six Sigma” at the time.

Guest Post

One of the benefits of guest posts for you is introducing yourself to the blog owner’s audience, while simultaneously leveraging someone else’s social media expertise to promote the fact that you’re going to guest post. The backlinks in the guest post improve your personal search engine optimization through mentions of your name and content, while it doesn’t require you specifically promoting or backlinking to your site. As an example, Gurbaksh Chahal founded two leading ad companies, Click Agents and Blue Lithium, before he was 26. He released a book in 2008 and set up a non-profit in 2014. Gurbaksh Chahal uses guests posts to raise awareness of causes he supports and his own writing.

Teach

One of the best ways to demonstrate your expertise is to teach the topic to others. You don’t have to book 500 seat conference rooms and hope to attract people. Start small with free presentations to the public on the subject. You will immediately be able to state that you’ve been teaching seminars on the subject since that date. Offer your expertise to small businesses and professional associations, especially for free at the beginning. Look for ways to volunteer applying your expertise and receive mention by reporters and company newsletters for doing so. Promote the events to the general public, even if after the fact, so that you receive social media mentions for the presentation and increase your standing as an expert.

By doing all of the above, you can really start to establish yourself as an authority in your niche.