Brand management for estate agent Dale and Collins in Stoke on Trent

Why Brand Management in Print is Crucial for Reputation

Brand Management in Print – Guard Your Livelihood

How to preserve your brand identity when investing in printed collateral

Paying close attention to the design, production and protection of your brand image is critical. When building and delivering brand value this must include brand management in print.


What is brand management?

In simple terms, brand management is a process that positions your company, products, or services. Effective brand management differentiates you against the competition and builds a loyal customer base. Brand identity, values, tone of voice, and style are all included. Once consistent brand messaging has been achieved across multiple touchpoints, a uniformed customer experience and brand identity is presented. Trust and positive brand perception are the result.

Brand management provides a structure to document, characterise and reinforce a brand strategy. This ensures internal and external communications are always aligned.


What is brand management in print?

There are two routes to marketing products or services: printed collateral and digital solutions. Large-scale advertising tactics include publicising products or services, however, brand management in print also includes branded receipts, invoices, stationery, vehicle livery, large-format printing, packaging, and internal comms materials. Anything that could bear your logo or details. Having a system in place will maintain consistency of print and digital assets.


Why is brand management in print critical?

Your reputation is how customers, staff, and stakeholders view your company, products, or services. A negative impression screams out as poor sales and low customer retention.

Low-quality materials and visuals will compromise brand value, so consider every print element. For example, thicker paper stocks imply more worth. Clear photography and on-brand graphics attract more attention. And sharp, concise copy delivers a persuasive message. It’s always worth paying attention to the finer details.

Outsourcing print requirements to an external supplier or partner poses a risk. Risks are minimised if a print brand management process is in place. One point to remember is that short-run digital and large-format use different colour calibrations and processes to litho or screenprinting. This makes it crucial to consistently match brand assets across mediums and substrates.

The solution is to build a set of guidelines for printed collateral, using rules to specify colours, fonts and typefaces, graphics and photo requirements, paper stock and sizing, and layout specifications. To save time, digital assets can also form part of the guidelines. Proofreading and hard copy proofs should also be included. Once created and distributed, the guidelines ensure buy-in and adherence from all users – a significant aspect if different departments and multi-sites order print.

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The benefits of brand management in print

Printed materials form a critical part of your customers’ journey. Introducing a brand print management system helps preserve brand consistency across multiple touchpoints. A robust system supports agile print production and upholds deadlines, while reducing troubleshooting. Such checkpoints help to guarantee quality when working with external suppliers, agencies, publicists, and influencers.

There are many ways to incorporate print into your business. Printed materials are versatile and have uses beyond brand awareness. Branded gifts, for example, are practical, functional, and attention-grabbing. A constant cue for your business. Merchandise is used by staff, gifted as a customer thank you, or handed out as event freebies. Even gimmicky items add value and build a positive brand perception.

Variable data printing is another brilliant method of print marketing. Targeted, personalised campaigns that communicate special offers, value, and information build loyalty.

Managing a brand well will ensure recognition and positive perception. Such strategies add value and build equity, often resulting in higher prices and long-term customer advocacy.


Why choose print to market your brand?

Print may have lost a few points to digital, but tangible materials still gain traction and help maximise brand exposure. Palpable printed materials are engaging, and the connection more profound. Textured paper, bold visuals, influential copy, and unusual finishing demand attention. Arguably, print ignites more senses.

Digital saturation has numbed the attention span of customers. It’s easy to lose focus when new rabbit holes appear in adverts, reels, or clickbait articles. In contrast, print has longevity. Leaflets, magazines, posters, merchandise and business cards hang around longer than a paid advert or news link. When fake news and social media scams raise scepticism among a target audience, print is the trustworthy opponent. Companies willing to invest care and attention in producing printed marketing materials will surely invest time and effort in their customers. Right?


Did you know…

  • Newspaper ads are viewed 2.5 times longer than the average digital ad.
  • The long-term memory encoding of mail is 49% stronger than email, and 35% stronger than social media advertising, making it more likely to impact future behaviour.

Data source: Print Power, from BPIF UK Printing Facts & Figures.

Print is versatile, sustainable, trustworthy and innovative.

Want to find out more?

Contact the Panda team today to learn more about brand management in print.