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What does your promotional material say about your business?

5th May 2011

Business Cards, Brochures, Websites - make a great first impression

Business Cards and Promotional Material from Glow Creative

The role of promotional material such as business cards, brochures, banners and websites is to inform your clients about your company and your products or services. The impression you customer will get, however, goes beyond the message communicated through the copy & imagery in the promotional material.

Details like the quality of the paper, the shape, size, colours, style, choice of words and the way in which information is displayed also tell your customer a story about you. It is crucial to ensure that your promotional material sends out the right message, and that customers are left with the desired positive & lasting impression.

The first piece of print promotional material your customer is likely to come across is your business card. Business cards are “serious business”, but that doesn’t mean there isn’t room for creativity. Even though they are small, they can communicate a lot about your company through creative layout, the right use of colour, unusual material or a unique shape. Cutting corners and compromising on quality is never a good idea – you want to make sure to give an outstanding, long lasting first impression, and make your clients interested and curious about what your company has to offer. Your business card is more likely to be kept than many other items you will produce so make sure you give the design & production the attention it deserves.

Your brochures, posters, leaflets and website need to be looked at with the same attention to detail – they need to reflect the spirit and “personality” of your business. If your company is funky, innovative or traditional does your visual communications material reflect that? This is something that can be said by the style of text you use – remember that you can say the same thing in many different ways!  Volvo will talk to their customers in a different tone of voice than Innocent Smoothies and Virgin Atlantic will send out a different message to Qantas Airlines.

Have you considered your tone of voice and personality?

Consistency is another crucial point when creating your communications literature - your promotional material should reinforce your brand and ensure that your customer can easily recognise you. It is not a good idea to have different styles, tones or personalities in each of the communications, or to use different variations of your corporate logo.

It is often said that actions speak louder than words. When presenting your copy remember that colours, fonts and imagery can do a lot to bring your communications to life. Just make sure they are all saying the same thing: good things about your business!

Glow Creative Marketing can help you establish a strong brand personality that is right for your business & your target market. For help with this or any of the promotional items mentioned in our article please feel free to give us a call.

Glow Creative can design & produce mini cards with a different message on every card as shown in the picture above.

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