In Branding, It's Not Always About The Name
- Date: 2008-07-04 - Word Count: 439
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Obviously, customers are not going to come find you if they do not know your name. Spreading your company's name - and combining that with a positive reputation - is a very important part of your marketing efforts. However, many small businesses make the mistake of displaying their company name too prominently on their advertising materials, and that can be a big mistake.
It seems quite logical to make the name of your business easily visible on your posters and flyers and brochures. But it can actually be counterproductive. Unless your name is incredibly intriguing on its own, customers will not be attracted by it. What will attract customers are the benefits that your company can offer them. Keep these things in mind the next time you plan a poster printing project.
So, instead of taking up valuable advertising space with your company name, fill up that space with things that really matter to customers. What need does your company fill? What can you offer your customers that your competitors cannot? How do you go out of your way to satisfy your customers? What makes your company special? These are the things that you want to display prominently on your ads.
That is not to say that you should leave out your name completely. You need to include that on your materials, along with contact information so customers can easily get in touch with you. Just focus on accentuating your business benefits, rather than your name.
Here are some common advertising materials and some additional branding tips for each:
Brochures
The most vital portion of any brochure is the front page, and especially the top of the front page. Most customers will decide just from that portion whether or not they want to read the rest of the brochure. So put something of real value on the top of the front page; something more valuable than your company name.
Posters
Posters are commonly misused by small businesses. It is very tempting to put your name in big letters on a poster, with all the space available. However, when you design your next poster printing project, try to resist that urge. Instead, take one of the questions we asked earlier in this article, answer it, and display your answer on the top of your poster.
Business Cards
Traditional business cards only include the company name and contact information. That is a waste of valuable advertising space. Think of your business cards as mini posters. So, just like when you print your next color poster, use some new advertising techniques on your business cards. Include your slogan or special offer coupons, or something that will attract your customers more than just your name.
It seems quite logical to make the name of your business easily visible on your posters and flyers and brochures. But it can actually be counterproductive. Unless your name is incredibly intriguing on its own, customers will not be attracted by it. What will attract customers are the benefits that your company can offer them. Keep these things in mind the next time you plan a poster printing project.
So, instead of taking up valuable advertising space with your company name, fill up that space with things that really matter to customers. What need does your company fill? What can you offer your customers that your competitors cannot? How do you go out of your way to satisfy your customers? What makes your company special? These are the things that you want to display prominently on your ads.
That is not to say that you should leave out your name completely. You need to include that on your materials, along with contact information so customers can easily get in touch with you. Just focus on accentuating your business benefits, rather than your name.
Here are some common advertising materials and some additional branding tips for each:
Brochures
The most vital portion of any brochure is the front page, and especially the top of the front page. Most customers will decide just from that portion whether or not they want to read the rest of the brochure. So put something of real value on the top of the front page; something more valuable than your company name.
Posters
Posters are commonly misused by small businesses. It is very tempting to put your name in big letters on a poster, with all the space available. However, when you design your next poster printing project, try to resist that urge. Instead, take one of the questions we asked earlier in this article, answer it, and display your answer on the top of your poster.
Business Cards
Traditional business cards only include the company name and contact information. That is a waste of valuable advertising space. Think of your business cards as mini posters. So, just like when you print your next color poster, use some new advertising techniques on your business cards. Include your slogan or special offer coupons, or something that will attract your customers more than just your name.
Related Tags: poster printing, online printing company, color poster printing, custom poster printing
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