Not So Stationary Stationery
The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today's business. Business Cards The biggest change by far in business cards is the amount of information they contain. Current cards often juggle multiple phone numbers, email, and web addresses as well as one or more street addresses. Companies are adopting logos with taglines and sometimes sub-taglines. We have even seen mission statements and bullet lists of services and product lines printed on cards. To corral the potential chaos, think carefully about the purpose of the card and how the end viewer will use it. Secondary information such as alternate addresses can be positioned away from the key content on the back of the card. Web and email addresses are now easily identified and no longer need "http://," "web" and "email." Alternatively, try a mini CD - a business card sized disk that can contain an interactive presentation. Letterhead It is not what letterhead says, but how it is used ? and not used that is changing. Many businesses now use email for their primary correspondence. Sending invoices, thank you notes and proposals electronically drastically reduces the reliance on printed stationery. While situations remain where professional communication requires a printed letter, the quantity of letterhead ordered can be reduced for many businesses. Corporate address, main phone and fax numbers and website should be still be included. Reserve personal information, such as email and cell phone numbers for individual business cards, even if there is only one person in the business. Envelopes The standard #10 business envelope is still around. Known as the "bill" or "invoice" size, we like to create distinctive designs that stand out and beg to be opened. Invest in having your logo printed in your corporate colors on paper that matches your cards and stationery. Mismatched mailings look unprofessional and derail your brand-building efforts. Whether professionally done or output on your desktop printer, affixing a label that coordinates with your other stationery instantly turns plain 9x12 and other envelopes into pieces of your branded system without having to invest in printing envelopes in sizes you only use occasionally. Some things never go out of style When developing a stationery system, don't just think about what you "should" have, think about how you work and plan a system that helps you get the job done from both a practical and a marketing perspective. About The Author Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.
Related News
Nation building and branding Malaysia - Malaysia Star
TEAC appoints new marketing head, announces re-branding campaign - Current.com.au
Mercury needs re-branding - Nature.com (subscription)
Nature.com (subscription) |
Mercury needs re-brandingNature.com (subscription), UK -16 hours agoResults are in from Messenger, the spacecraft that swooshed past Mercury in January. To my great disappointment there’s no mercury mentioned in the results. ... |
Beware of Branding Success - Branding Strategy Insider
Beware of Branding SuccessBranding Strategy Insider, FL -Jul 3, 2008Becoming the number-one brand in any market brings with it new, potentially fatal dilemmas. The first is prominence: getting to the top puts you directly in ... |
SMEs to get aid with branding, packaging - Malaysia Star
SMEs to get aid with branding, packagingMalaysia Star, Malaysia -Jul 2, 2008“Tesco will provide the market access with Limkokwing University contributing the expertise on design and branding,” SMIDEC chief executive officer Datuk ... |
The value of branding becomes patent - Financial Times
The value of branding becomes patentFinancial Times, UK -Jul 3, 2008By Patti Waldmeir in Shanghai More companies are filing for patents in China - and suing to enforce patent rights there - than anywhere else in the world, ... |
LG pumps £28 million into re-branding the former NEC Arena in ... - TechRadar.com
Pro Life BC introduces its new branding - B.C. Catholic Newspaper
Pro Life BC introduces its new brandingB.C. Catholic Newspaper, Canada -13 hours agoDirector James Borkowski elaborated on some of the meaning behind the brand, saying, "A signal is a consistent message usually providing direction or ... |
Downtown Lakeland teams with St. Louis firm to build branding - Bizjournals.com
Board meetings, combine clinics keep Murray on the road - The Prairie Star
|
|
 |
|
|
RELATED ARTICLES
Brand Identity Company ? Brand Identity Guru
Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Over time, no matter what your ad at the moment says, your brand identity will be the thing people remember and what that gets them to call you when a need arises. Unsure about your brand identity? Then you should consider hiring a brand identity company.
Is Your Logo Helping or Hurting Your Business?
The quality of your logo can mean the difference between success or failure. It can be that simple!
The Face of Your Business, Part I
When we initially started our businesses, we had to decide how we were going to market ourselves. Kind of an obvious statement - every business has to do that. But, we had an added challenge. We were new to the area. So, our goal was to get to know as many people as possible.
Value Proposition Writing - Brand Identity Guru
Your Value Proposition, or as I usually call it, your Core Marketing Message, is still misunderstood by most professionals. It's not just a tagline, sound bite or even an "Audio Logo." It goes way beyond that.
Does Your Message Pass the Test?
Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you're looking for.
Brand Strategy - Brand Identity Guru
If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no facilities-which would you choose? It's not a trick question. But it demonstrates the power of the brand. Walk into any bank and say "hi I'm Coca Cola, how about a loan"!
What is an Artists Statement & How Often Should It Be Updated?
An artist's statement is a statement of ideas and thoughts that describe your philosophy, vision, and passion towards your artistic creations.
How to Work with Your Graphic Designer
As a graphic designer, I can tell you something right here, right now, right off the bat without blinking?.the graphic design process is a pain in the butt. From the graphic designer point of view, here's what it looks like.
Multi-Brand Franchises in the QSR Sector
Well not everyone is aware that McDonalds also owns several other bands such as Boston Markets; 650 stores in 23 states, Chipotle Mexican Grill; 230 stores in 10 states, Donato's Pizza 200 stores in 10 states, Pret a Manager 140 stores in 4 countries, Fazoli's 400 units in 32 states and two countries. Of this the company derives 2 Billion in annual sales, this is not even counting McDonalds. Many people are unaware of this because McDonald's has not connected the dots. However other franchise companies which franchise and have multiple brands have.
My First Year In Cyber Space
My first year as a Cyberpreneur was a steeplearning-curve. I was an academic beforestarting an online business, so I had a lot to learn.But even if you were in offline-business before goingonline, you may still have to learn some new skills-online business is a whole new ball-game. Here aresome of the things I learnt in my first year in CyberSpace:
Im Just Starting, Why Do I Need a Logo Design?
Businesses eager to open often give little thought to their identity.
With so much to get done, designing an appropriate logo hardly seems
like a top priority. However, this oversight can prove to be a
costly error in the long run.
Logo-ize For Instant Identification & Increased Awareness
The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean "the divine reason implicit in the cosmos, ordering it and giving it form and meaning." The function of a logo in today's business world is much the same ? to make the visual identification of your company implicit by giving it form and meaning.
Acquire, Then Rebrand
Acquiring another corporation usually means that the acquiring company's name will be the name of the newly merged entity. There is one factor that can change that -- one that is stronger than anything else. What is it? It is you, the consumer.
Choosing The Right Business Name
Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to their BUSINESS NAME. "I'll just do business under my own name for a while, until I find something I like." While it seems easy at the time, you might want to re-think the plan to change business names down the road. You will find that, as your professional recognition and customer base grow, people have started to IDENTIFY you with the name of your company. A name change in mid-stream can be costly and confusing.
Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)
Make A Bold Promise Then Back It Up With An Awesome Guarantee
Living Your Brand on the Web - Part 1
OK, so you took the plunge and purchased your internet domain. Good for you! Now what? According to Google.com there are about 8,058,044,651 current web pages. That's billion with a "B"! So how do you stand out?
10 Secrets for Free Media Placement
Why pay a high priced PR agent when you can get free media placement to promote your product, service, or book?
Brand Identity - Corporate Identity and Brand Value
Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.
Your Brand is Your Promise! (So What Are You Promising?)
When people mention the word "brand" they usually mean a well known, well
defined company. That's why consumers frequently mention names such as Target, Rolex, Apple, BMW and others who have done an excellent job in crafting an image and sticking with it. Buyers know what to expect from these companies, and as long as these companies meet that expectation, they will continue to imprint their brand in the minds of our their audience. It's pretty simple really, if you just keep in mind these two principals.
Measuring Return On Investment
...or Is My Brand Working?
|
