Successful marketing campaigns can use of a variety of strategies, and as a matter of fact traditional print media is still playing a huge role – especially when it comes to building brand awareness.
It’s important to keep in mind that building a brand is not merely the same as just marketing certain products or services. It’s perfectly possible (and it happens) to succeed in business by selling other people’s products – indeed platforms like Amazon and eBay have made this a reality, and it’s actually easier than ever.
Brands are different though. What they are actually trying to promote is the image that the corporation wished to project upon the public, a sense of how you would like your business to be perceived by the wider audience, not just customers.
There are family focused brands, environmentally friendly brands, luxury brands and many others; however, all of these can turn into significant assets with a value which might in time transcend the worth of the products and services themselves.
Print Media Is Still An Excellent Way To Build Your Brand
Some studies suggest that print marketing media might leave a deeper neural footprint on viewers than those seen through a screen. That is to say that the physical handling of printed material might be helping to promote a deeper emotional engagement with the messaging and in the context of marketing might therefore actually help customers to remember and bond with a specific brand.
Magazine Publishers of America has also reported through their study that traditional print advertising can deliver the highest ROI of any medium, where $3.94 are being returned for every $1 invested.
How Can You Build Brand Awareness Using Print Media
There are multiple types of print media, but all could be used to help with the branding, enhancing the image of a brand and measuring its progress.
Depending on the type of company and vertical, it might be appropriate to use any one or all of the following methods:
– Traditional advertising campaigns in magazines or newspapers
– Surface mail with direct response packages
– Brochures or catalogues
– Coupon or deal campaigns
– Print newsletters
– Traditional business cards
Key Guidelines When Working On Your Branding
Whatever method you chose to follow, there are some vital principles which must be applied when building a long lasting brand. First of all, there is consistency. Every piece of print marketing media material must be consistent in the usage of your logo, colours, written fonts, typography, images and photos, and, perhaps most importantly, its messaging.
A visually memorable logo is especially important and worth investing considerable time on getting this right. Utilising the expertise of design professionals might be of great help and a very good investment not just with logos, but with every element of a successful brand awareness campaign.
Tips To Follow When Building Your Brand
– People differ hugely in the types of media they like to read and consume, so in order to reach them you need to use as great a variety of print mediums as possible.
– For detail-oriented brands no detail is too small. Consistency of design, message and logo must also extend to packing slips, letterheads, packaging and invoices.
– Make sure that your production standards reflect upon your brand. If you are trying to develop a luxury brand you need to make sure that your paper, packaging and image quality reflect this.
– Pay close attention to the quality of the photos and images used in any print media campaign. These must be print friendly and for the highest quality resolution have a DPI (dots per inch) of at least 300 or more. Using the highest quality is particularly important when using print materials for your campaigns, so make sure you work with a top provider when producing your online reprographics materials.
While the messaging to be presented by the brand is largely a matter for its proprietor or owner, professional advice may help greatly with the many technical and production obstacles involved in its successful development.