Using Letterhead & Envelopes to Improve Your Brand
The branding of a business or company is very important to its ability to survive in the ever-growing business world. From marketing and advertising campaigns, to letterhead and business cards, to the people that represent your company, it is important that all of these elements work together to create a universal image, or brand, for the products or services you offer.
When you create a new marketing campaign, one of the first things you do is come up with a central theme or idea. From that theme or idea, you then plan how to get your message out into the community. Through billboards, TV commercials, e-mails, and many other media outlets, you are able to convey your theme to a target audience. It is important to also use this idea of cohesiveness when creating the materials that represent your company. From letterhead to your Web site to the sign in front of your building, you want to make sure all of these “images” of your company correlate and have a similar theme. Creating a “look” that represents your company is the quickest and easiest way to build your brand.
While you may not consider the impact your letterhead and envelopes have on your company image, it is important to take these things into consideration when communicating with colleagues, customers and other business associates. Your letterhead and envelopes are a main source of communication with people outside your organization, and you want to make sure they are conveying the right message to your recipients while also building a brand inside their head.
You’ve heard it a thousand times before, “It is important to have matching business cards, letterhead and envelopes.” And we can’t stress that enough. There are two main reasons for this general guideline. The first reason is because it is professional. A cohesive look typically leads people to believe that you have a business plan and that you have taken the time to create a professionally-run business. Think about it. If you received a letter from your cable company that had one image on the envelope and a completely different image or look to the letterhead, you would be confused and wonder if the wrong letter was put in there. That could then lead you to wonder whether the company is paying attention to what it does and how organized they really are.
The second reason for the guideline is because it builds a brand. When your business cards, letterhead, envelopes, brochures, presentation folders, etc. all have a general theme or look, it is easier to identify your company. When you send an invoice or receipt to a customer, they will easily be able to tell which company the mail is from because they will recognize your brand. When you send a letter to a colleague, they will know right away who sent the letter. Branding is also important because it helps with memory recall, which is a great way to ensure customers come back to your company when they need the products or services you offer. Branding is something that should be nurtured and well taken care of to insure that your company or business is always at the top of your customer’s minds.
So when you go to reorder your letterhead and envelopes, take a look at the image they convey. Make sure they are cohesive with your other branding materials and have the look that best represents your company. Reputation is everything.