Identity systems provide important branding opportunities. Just think—people hold on to business cards far longer than most other printed materials. And a suite of well-done materials provides a relatively low-cost, high-value impact.
But we’re seeing many organizations using their identity system ineffectively or insufficiently. These are five tips that Adsoka recommends to ensure your identity system is paying off for you.
OPPORTUNITIES YOU CAN USE TODAY
Opportunity 1: Get Implementation Guidance
Are you using the standard preset font, margins and spacing in your word processing program to print on letterhead? Work with your design team to determine the perfect font and margins that will complement your brand and letterhead. Apply this standard company-wide and reap the benefits of higher impact materials!
Opportunity 2: Make Life Easier with Templates
Also known as stationery or collateral, identity systems are the basic set of tools companies use in everyday communications. But many organizations need more than the standard. Don’t just “make do”—request a PowerPoint and Word template as part of your package. Now your look and message are more cohesive!
Opportunity 3: Buy Extra (Blank) Paper
When you get your identity materials printed on that specialty paper—buy extra! Since not every communication makes sense on letterhead, you will be able to create invoices or handouts on (unprinted) paper that matches your other materials. Buy as many reams of 8 ½ x 11 paper and number 10 envelopes as makes sense for your organization.
Opportunity 4: Be Consistent Over Time
Do you have reprinting woes? When a new employee joins your team and new business cards are made, do the colors match? Is the paper the same? Is avenue spelled out but abbreviated in the others? Keep a watchful, detail-oriented eye on how you reproduce your materials to ensure your branding tells the same message every time.
Opportunity 5: Differentiate and Benefit
Business cards are one of the few marketing materials that people keep for years. Take the time to make it special. Incorporate some non-traditional information. For example, Adsoka included an invitation to sign up for The Arts Insider newsletter on the Twin Cities Fine Arts Organization note card. We’ve listed services on letterhead and provided mini worksheets on pocket folders. Unique die-cuts, premium papers, interesting printing techniques may be the right fit for you. Try a pop of color by using an envelope with a colorful paper.
The most important thing to remember is that your identity system is an opportunity to differentiate your brand. Be sure the tools you already have in place are working for you!
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