Thursday June 2, 2016

The Importance of Print in Rebranding

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Note: This blog was originally published on the Aloha Print Group Blog

Rebranding is a time consuming job. You have to breathe new life into your messaging, update your logo, settle on a new color pallet/typography and, critically, do a whole lot of printing.

Once you’ve settled on new designs for your business, you’re going to have to update all printed items that carry your old branding. This can include the obvious stuff like business cards and corporate stationery, to name badges, marketing collateral used by your sales team, packaging and signage.

When you think about everything you need printed, it can feel like too much to manage at once. But by following some of our key planning tips below, you can confidently approach this print phase of your rebranding, and potentially make some key improvements along the way.

Take Inventory

Get started by making a list of all current branded items you have in stock, and decide what you can scrap and what you can't live without. 

Those postcards from that direct mail campaign that didn't result in much new business? Probably not going to need to replace them, for example. On the other hand, anything with your older logo on it that you intend on using again should definitely be replaced.

Ask members of staff what printed collateral they use, what they don't, and what’s most often requested by customers or prospect. This is a great opportunity to arm them with collateral that maybe your target market was always looking for but you never had, or to make tweaks to existing collateral before having it reprinted.   

While you’re at it, consider the added benefits you can get out of a direct mail marketing campaign showing off the new brand. Obviously you have a big unveiling with the new brand planned digitally, but why not send out a printed mailer announcing the rebrand? Whether it be a piece of stationary or a new brochure, this is a great opportunity to make an impact and generate excitement for the launch of your new direction.

Who Uses What? 

This is a great time to think about who uses your print collateral often. Take a look at everyone on staff, from your outward facing folks (sales or business development people), all the way down to your in-office intern.

While everyone may be put on the spot at some point to talk about what they do and give an elevator pitch, some folks are going to be doing that more frequently than others. To make print costs easier to swallow, approach your print roll out in waves and budget accordingly. Cater to those who use your collateral the most, then gradually replace the print materials of the internal working/facing members of staff.

The Collateral You Need

Below is a list of common collateral we see businesses order regularly: 

Along with these items, there are a variety of other important print pieces’ businesses often forget. Make sure you plan for these items as well. They include: 

  • Name tags
  • Notebooks
  • Handbooks
  • Glue pads
  • Mailers
  • Thank you cards and corresponding envelopes

Working with a Printer

Now that you know what items you need to get printed, your printer will likely need some further details from you. You can expect the following questions to be asked of you regarding the specifics of what you need printed. Come prepared with answers to speed up the printing process and ensure your rebranding gets off on the right foot.

  • What size would you like the material?
  • What paper finish and text weight would you like?
    • For an in-depth look at this, click here. Paper finish, whether it be uncoated, matte or gloss should be consistent across your organization. Text weight will largely depend on what you are having printed, as different projects are more suited for different weights.
    • What is your event or need for these materials?
      • Carefully explaining what exactly you need these materials for will help your printer plan and structure what gets printed when and how, while also making suggestions if necessary.
      • Will this image bleed (color to the edge)?
      • What is your deadline and quantity?
      • Are you in need of design?
        • Though you have your new designs, you’ll likely need some help taking these designs and converting them to work with on the various print jobs specified above. A quality printer can take care of your designing needs, but you’ll need to provide them with a brand manual, and any images and color suggestions you have in mind. For more on working with a graphic designer, click here.

Prioritize and Print

To ensure your rebranding process goes off as cost effectively as possible, you’ll need to take everything we’ve listed into account and plan accordingly. The rebrand is not complete until the print collateral you hand to customers matches up with your new branding. See the process through to the end, and always remember: Print for what you need and print it for who uses it most.

Written by Scott Rogers |

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