Establishing a strong brand is one of the most important things a company can do. A strong brand helps to create awareness and trust, which results in sales over time. A brand, of course, is more than a product, service, trademark, or company logo. It’s the overall perception both current and potential customers or clients have about a company.
A potential customer or client can first be introduced to a brand at many possible touchpoints, whether it be an advertisement, direct mailer, product packaging, website, social media profile, industry event, and more. The key to good branding is consistency. The perception, look, and feel of the brand should be the same no matter what the touchpoint is.
From a print perspective, branded print materials serve a variety of purposes. Print marketing materials include business cards, brochures, flyers, sell-sheets, booklets, and postcards. Companies that present at tradeshows and other industry events require professionally printed posters, banners, pop-ups, counter top signs, and floor graphics. New hires need manuals, user guides, notepads, and course workbooks during training. Service manuals and catalogues are needed by distributors and partners. Even simple office supplies needed in-house such as stationery, letterheads, envelopes, and greeting cards should be branded.
So much time, effort, and investment goes into building a strong brand and designing the printed materials that are used to strengthen that brand. Unfortunately, far too many companies are losing control of their brand right before it’s delivered to customers. That’s because they’re relying on multiple print providers for their printing needs. These printers have different quality presses and materials, which results in inconsistency that can adulterate a brand.
To avoid such a scenario, companies have two options. First, they can choose to handle all printing in house to maintain control of the brand. However, logistically, that doesn’t make sense. Handling printing in-house requires time that the marketing department just doesn’t have and increases costs associated with managing inventory and shipping materials where they are needed.
The better option is to work with a global printing company that has a worldwide network of trusted printers. Working with one vendor ensures print quality and brand consistency no matter where printed materials are needed. Printing materials closer to where they are needed drastically reduces shipping time and costs and is eco-friendly.
A company’s brand is how it is perceived in the eyes of current and potential customers or clients. Working with trusted, experienced global printers ensures that the brand remains in-tact on printed materials, no matter where or how they are used.