Branding and rebranding sometimes complement one another in the world of business, especially when an acquisition occurs. When a business is bought out by someone else not long after a marketing campaign to proliferate the company brand, rebranding will be essential if changes are made. And almost all acquisitions will mean some kind of change, whether to the logo design or the products being sold. In other cases, it might not be an acquisition at all and just a new CEO wanting to revamp the company image.
In today’s time, branding and rebranding through marketing might be considered to be only an online endeavor. But many businesses are starting to find out that complementing print materials with digital marketing enhances a marketing campaign exponentially.
So how can you do a branding and rebranding campaign within close proximity using print materials? You’ll be surprised at how effective it can be.
Putting Together a Corporate Identity Package
You’ve likely heard of this term before, and it usually consists of things like business cards, brochures and letterheads that you can use through networking channels or direct mail. The idea of proliferating something that’s tangible when promoting a brand is still underestimated. It’s the feeling most of us still have when reading a real newspaper or a high-quality magazine. When the printing materials look appealing to the eye, people are going to respond.
In today’s time, the element of surprise in obtaining a business card or brochure with brightly-colored graphics truly works on a psychological level. During your branding and rebranding campaigns, make sure your logo and redesigned logo stand out enough on each of these to truly wow the people who receive them. Especially during a rebranding campaign, you want people to assimilate your logo so it’s never forgotten.
Mailing Directly to Prospective Customers
People seeing these printed materials in their mailbox will also bring an element of surprise after seeing so much marketing in their email boxes. A well-printed brochure that’s branding or rebranding a company can usually stand above all the junk mail most people will throw out by default. And that’s your objective: To have a direct mail campaign stand out above the minimal and mediocre mail most people receive today.
Other Printing Options
Everything from stationary, banners, stickers or calendars can be proliferated locally or nationally when trying to get your branding or rebranding campaign in full swing. While most of those items will contain your logo, you’ll also want to convey your product in some way and how it might be changed. Within your campaign, you should come up with a phrase or other method to assure those who remember the product from before won’t be disappointed with the change (if there is one).
Combined with online marketing, you’ll be happy you spent a portion of your marketing budget on printed materials. While some might think it’s a mystery why printed materials still do well, they don’t stop and realize how impressive it is to see something thoughtful that’s printed on paper.
No matter how digital we become in society, being impressed with superior printed materials will likely never wane.