Branding: being significant

Proforma branding brings all visuals togetherBranding is a complete system for communicating a company’s unique message. Originally it was a mark – or a logo. Ranchers branded their cattle with the ranch logo so it would be easy to identify them. That is the key “easy to identify”. A brand is the promise the big idea the Reputation all brought together with emotional connections about the product services.
Depending on the size of the business typically is how their brand is looked at by both clients and owners. Smaller business trade on referrals or strong relationships and visual branding is not as focused on. This is where developing a brand can help push your business to the top of mind when clients have a need. Branding is the visual reference that connects all of the value your business brings to you customers and clients. This along with your unique value that can bring clients based on an overall feel of how your business helps them.
All the touch points: Logo, identity System, Print, web media & signs are where your image needs to consistent and show the same values that you bring to your clients. With the right visuals and design elements along with photographs perception can become reality.
When looking to have your logo designed a good designer will want to understand your business. What does your customer service, product and product quality look like? How do the employees meet customer’s expectations? What is unique and compelling about your business? This and much more goes into the logo and identity design.
Once the designer has a clear understanding of the business environment and how they bring products and services to the market then designs can be produced. Typically the designer will produce 6 to 12 versions with color options. The deign must take into consideration the different media the logo will be used on. Many designers make this pretty full color picture that can only be printed on a full sheet of paper. That type of logo is not very effective in communicating your brand. Logo needs to be able to print in one color and even black and white. Also it need to be able to fit on promotional products and be able to produce at the lowest cost. Be careful of a landscape and portrait version. That will dilute the brand.

Proforma Helps Printed Products Carry Strong Brand Messaging

Reduce overhead costs with print managemnt
Proforma print management can streamline your purchasing and reduce overhead costs.

Whether it’s a catalog introducing a new product line, a magazine to reach a specific audience or a marketing or direct mail piece, print is still a strong component of any marketing mix. There are many advantages to creating marketing campaigns that carry brand identity and positioning on all supporting materials. From branded promotional products to printed collateral, the choices are endless to creating the ultimate strategy to stay top-of-mind with customers.

Two key elements to every marketing campaign are message and design, but the quality of the accompanying product, giveaway or promotional piece can make a long lasting impression with your audience. According to Sageworks, “Sales growth has been fairly constant over the past five years at somewhere between 3 and 5 percent, for printed materials thus showing that the industry is still growing its revenue.” The power of print marketing is reflected in nearly everything we touch and see, whether it’s a business card, billboard, flyer or a wall calendar. Print increases the visibility of businesses and organizations and provides instantaneous engagement and recognition.

Eco-Friendly Marketing Opportunities

Promotional products and Branding Proforma GIS
Proforma GIS Branding

No matter what your stance is on the sensitive subject that is global warming, we can all agree on one thing… We LOVE our Planet. This one-of-a-kind, beautiful Earth is ours, and therefore our responsibility to keep clean, sustainable and healthy.  The inhabitants of this amazing planet are also mass consumers. So how do we blend these ways of modern life, while taking care of our planet? We must also ask the question, is it even important to said consumers? Marketing research says absolutely.

An ASI Study showed that being Eco-Friendly Marketing does play a part in the decision making process to purchase goods and services. Environmentally friendly products leave a better impression with consumers, almost half actually*. Over 55% of the millennial generation is willing to pay more for products and services that are committed to positive environmental impact**. This type of forward thinking can lead to brand loyalty in young consumers, practically ensuring a customer for life.

Today’s consumers are being eco-friendly without even trying. When it comes to throwing away or passing on promotional products, over 63% of Canadian and American citizens are giving these marketing items to someone else or recycling their goods instead of choosing the trash*. These smart decisions not only are pro-Earth but provide continued brand exposure.

In today’s market, eco-friendly materials are very accessible and more affordable than ever. In apparel, look for materials like hemp, organic cotton and wool. Houseware products that are made from bamboo, a highly renewable material, are best for mother Earth. When researching any marketing collateral, whether promotional, packaging or print, be sure to look for key descriptive words such as biodegradable, 100% recyclable, “raw” materials and Kraft paper.

These featured products are the perfect example of beautiful, eco-friendly items readily available.

If you are interested in any of these ideas and products, visit my website or contact me for more information.