Branding is king. When you remove the jargon and fluff, branding is simply determining how a business
will distinguish itself in the marketplace with a plan to do so consistently. While much of this process is
digital, such as websites and social media presence, there are many print and mail elements to a
cohesive brand. Understanding the demand for branding and how you can assist companies to achieve it
offers many marketing and sales opportunities.
Branding has changed over time. A few decades ago it was about a name, slogan, or design that was
used to distinguish one product from another. As we’ve grown into a global marketplace, branding
serves a deeper purpose, whether you are selling overseas or in a small community. Today, branding is
more complex and is used to:
You must understand this broader scope of branding to connect with, and sell to, today’s business
owners and entrepreneurs.
A company that is focused on branding will probably have developed a brand style guide, which
identifies their logo, font(s), color palate and marketing message to be used with every communication,
from letterhead to promotional materials. This can be a complex or basic guide, but it helps the client
and you assure consistency of their print materials.
When a branding customer comes through your door, ask for this information. They may or may not call
it a style guide, but they should have already decided on these key elements. By requesting this
material, you demonstrate that you understand the nuances of branding and will deliver orders that are
consistent with the customer’s brand. Be sure to review each print request with the client to confirm
that it meets these established elements and, if not, make suggestions for correction. This interaction
demonstrates that you understand their brand and are committed to its success. Always deliver their
items with impeccable customer service – because this is your brand. Once you become a true branding
partner, businesses will prioritize your company as their vendor.
Nearly every service you deliver supports branding activities, the trick is to repackage these items from
simple “print materials” to a “branding package.” Group your products into branding packages that
directly speak to the needs of your customers’, such as:
Adding brand partnership to your services may require employee education and a few additional steps,
but with a little effort, you will become known as the go-to print and mail shop for all things branding.
Which is a pretty great brand of your own.