In each service listed under the Print category, you will find brand and identity repeatedly. A brand is like the personality and signature of a business, shining through everything it says online and in print. So, why do so many companies neglect their brand by not developing a brand strategy?
Service price: Varies
Category:Print
Service name:Branding strategy
Many times, a business will ask us to develop a new web site for them. Sometimes, this is a demolition and reconstruction of an existing site or a completely new presence for a new business. But often, we are told to use the current logo on the new web site, with the reasoning, “because that’s our brand.”
Your logo is not your brand. It is a fundamental part of your brand, but it is not your brand. Your logo should reflect the personality and the dynamics of your business. And it should be updated as an ongoing metaphor for the evolution of your business over time.
That is true for the entirety of your brand. Like your web site and your logo, your brand needs to evolve, change and adapt to developing expectations. As your business grows, your customers change, and so should your identity. If your brand hasn’t changed since 1980, I’m reasonably sure that your turnover and profits have probably plummeted. Most firms change their brand identity regularly—every five to 10 years—to adapt to the environment around them. Those businesses that don’t adapt end up folding.
A brand strategy is about clarifying your current brand identity, how to form it and what goes into making it work. It is about a lot more than just your logo: it covers your customer service, tone of voice, and ability to change. It takes your business personality and presents it in a way that you can put into practice in every part of your business so that it is consistent and clear across online and offline channels.
The point of a brand strategy is to demonstrate how your customers can interact with your brand so that you never miss an opportunity to reinforce the strong visual and emotional attachments your customers make to your brand.
In each service listed under the Print category, you will find brand and identity repeatedly. A brand is like the personality and signature of a business, shining through everything it says online and in print. So, why do so many companies neglect their brand by not developing a brand strategy?
Business stationery is a subtle and highly effective method of marketing your business. It is easy to overlook the impact of professionally designed business cards, compliment slips, letterheads, invoices, dispatch notes and receipts when aligned to a brand strategy.
Marketing materials cover a massive range of printed matter used to advertise and market your business to customers and clients. Marketing materials cover anything from leaflets and flyers to promotional products (yes, including fridge magnets and keyrings), signs and posters to cards, clothing, bags and van livery.
Permanent print refers to printed material intended to last long-term, such as books, pamphlets, manuals and catalogues. These tend to need more consideration of typography and layout than branding but need just as much thought to make the right impact.