A Well Managed Suite of Business Materials
A Well Managed Suite of Business Materials
Be Consistent
Your materials should all send the same clear and positive message about your business. For your corporate and marketing materials, this means that every item in the “wardrobe” should match… not in terms of looking identical, but rather each item should complement the other and when placed together, it should be obvious that they are two pieces in a cohesive suite of well thought out and professionally implemented design. This includes your logo, stationery, packaging materials and labels, signage, web site, email signature, window displays and office decoration, PowerPoint presentations, giveaways and specialty items such as mugs, t-shirts or pens.
Your trademark or logo needs to be professionally developed, and used in a consistent way. Don’t be tempted to change the font or colour randomly or without obvious cause. Of course you can have several versions of your logo, but keep the number of variants low, and be sure that you have one primary version that is recognizable as the “official” logo.
Your stationery should all be the same colour, finish, and quality of material. Ideally, your basic corporate identity package (business card, letterhead and envelopes) would be developed as a set by a brand designer with experience in creating cohesive stationery systems for business. And when printing documents on your shiny new letterhead and envelopes, use the same font consistently.
Project Taste and Success
You care about your business and take a lot of pride in the quality what you offer… so make sure you show it. Use high quality stock and finishing when creating your materials… go for the thicker stock, the satin or high gloss finish, and the best design company you can afford. In designing your materials, simple is always better. Yes you can have airbrushed murals printed on your letterhead - but please, resist the temptation to go too exhuberant in this area. Look at Apple… people love clean and simple. It’s just nicer, and people will take you more seriously as a business.
And as for your business cards, again you want to avoid the temptation to purchase an Avery kit and spit them out of your deskjet printer at home. The paper is lightweight, and the printing process is far from professional… so it ends up looking cheap, the ink will smudge, and it’s not durable. Have your cards designed professionally, and opt for offset lithographic printing on at least 12pt card stock (I prefer 14 with satin, or one of the more artistic options such as plastic or metal). The end point is that your card, and all your materials, should create a positive, interesting, and lasting impression.
And remember, these items don’t just apply to your corporate materials; apply them to the way you do business in general and you’ll reach the same result: an impression of competence, and success.
A Well Managed Suite of Business Materials - To learn more about this author, visit Chanie Pritchard's Website.
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When you’re not around to make a personal impression, your materials are doing it for you. So naturally, you want to be sure that your materials are making the right impression. In this article I’ll go over a few specific bits of advice to ensure that your corporate identity materials are projecting an image of competence and success.
Be Consistent
Your materials should all send the same clear and positive message about your business. For your corporate and marketing materials, this means that every item in the “wardrobe” should match… not in terms of looking identical, but rather each item should complement the other and when placed together, it should be obvious that they are two pieces in a cohesive suite of well thought out and professionally implemented design. This includes your logo, stationery, packaging materials and labels, signage, web site, email signature, window displays and office decoration, PowerPoint presentations, giveaways and specialty items such as mugs, t-shirts or pens.
Your trademark or logo needs to be professionally developed, and used in a consistent way. Don’t be tempted to change the font or colour randomly or without obvious cause. Of course you can have several versions of your logo, but keep the number of variants low, and be sure that you have one primary version that is recognizable as the “official” logo.
Your stationery should all be the same colour, finish, and quality of material. Ideally, your basic corporate identity package (business card, letterhead and envelopes) would be developed as a set by a brand designer with experience in creating cohesive stationery systems for business. And when printing documents on your shiny new letterhead and envelopes, use the same font consistently.
Project Taste and Success
You care about your business and take a lot of pride in the quality what you offer… so make sure you show it. Use high quality stock and finishing when creating your materials… go for the thicker stock, the satin or high gloss finish, and the best design company you can afford. In designing your materials, simple is always better. Yes you can have airbrushed murals printed on your letterhead - but please, resist the temptation to go too exhuberant in this area. Look at Apple… people love clean and simple. It’s just nicer, and people will take you more seriously as a business.
And as for your business cards, again you want to avoid the temptation to purchase an Avery kit and spit them out of your deskjet printer at home. The paper is lightweight, and the printing process is far from professional… so it ends up looking cheap, the ink will smudge, and it’s not durable. Have your cards designed professionally, and opt for offset lithographic printing on at least 12pt card stock (I prefer 14 with satin, or one of the more artistic options such as plastic or metal). The end point is that your card, and all your materials, should create a positive, interesting, and lasting impression.
And remember, these items don’t just apply to your corporate materials; apply them to the way you do business in general and you’ll reach the same result: an impression of competence, and success.
A Well Managed Suite of Business Materials - To learn more about this author, visit Chanie Pritchard's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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