Ask 10 marketers what a brand or branding means and you’ll likely get 10 different answers, although they’ll all be similar in scope. BusinessDictionary.com defines a brand as:
Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. Thus, brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name.
Important stuff. A brand is essentially how your company is perceived and branding is all of the efforts that contribute to that overall perception. It takes years to build a solid brand in the eyes of consumers, which is why it’s so important to protect that brand as it grows and becomes established.
A key to branding is to consider it carefully across all consumer touchpoints. Perhaps one of the most visible branding touchpoints is a company’s print materials. Print remains an essential marketing tool today since nothing highlights a company/product/service better than a beautiful, commercial grade piece of print. Print materials serve many purposes throughout an organization and are seen by a variety of stakeholders. Branded print materials are used for marketing, events, customer service/support, training, general office use, and more. Any current or potential customer, client, employee, partner, and distributor is going to interact with these materials, which is why they must always accurately convey branded elements.
For a company working on a global scale, it can be easy to lose control of the brand when working with numerous print vendors across the world. Every printer has a different process and varying quality presses, which means that at the last minute, right before your print materials (and branding efforts) are passed on to stakeholders, the brand can be compromised.
As marketers, you know how important branding and consistency is, and how frustrating it can be when a brand isn’t delivered as it should be. On a global scale, a resolution to this common problem is to work with only one global printing solutions vendor. At AA Global Print, our clients can rest assured that their brand is being protected and conveyed appropriately with every material that is printed across our global network.