In the world of sales and marketing, it\u2019s hard to overstate the importance of brand consistency. The brand is the company\u2019s face and voice, and an enormous amount of effort and money goes into building a brand and maintaining its consistency.
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A consistent, well-managed brand may be worth up to 20% more than a competitor\u2019s brand, according to one report.
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Print buyers play a critical role\u2014that of the backstop\u2014in brand consistency efforts. They\u2019re the last line of defense for the brand.
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They don\u2019t make the multitude of decisions that go into establishing the brand standards and guidelines (including logos, colors, font size and style, letter-spacing, paper type, and finishing). But they must develop specs that result in printed products that are correct in every way.
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When checking specs and proofs, print buyers must be able to understand the terms and know what they\u2019re looking at. They also have to know their company\u2019s approval process\u2014for instance, who needs to see proofs, and what approvals are needed before purchase. No print buyer wants to purchase printing with even the smallest of errors.
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Because of this, print buyers may want to use some of the \u201cdowntime\u201d available during the current economic slowdown to review their company\u2019s branding guidelines and ensure they have the right digital assets, correct templates, and specs for frequently purchased items like stationery, business cards, POS materials, and sales brochures.
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In addition, it\u2019s worth reviewing key details with marketing staff, such as:<\/p>\n\n\n\n
Once you\u2019re sure of your brand details, you might want to consider how, or if, your system for managing print purchases\u2014whether it\u2019s spreadsheets or print management software\u2014supports brand consistency.
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For instance, eLynxx print management software allows you to build an online storefront with rate card pricing for all your frequently used items, such as stationery and business cards, and sales collateral\u2014so that anyone in your company can access and order the correct materials. All the items in your store are print-ready and pre-approved with the right logo, layout, and colors. The software allows you to make certain aspects customizable\u2014for instance, a sales rep could add her contact information to a brochure\u2014while the majority of the piece can\u2019t be changed. You can replace items in the storefront when anything is updated or changed, so everyone continues to use the right versions.
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When it comes to brand consistency, print buyers need to make sure every detail is right.
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eLynxx offers a Swiss Army knife approach incorporating the best parts of digital asset management (DAM), on-demand customization and acquisition, and tracking of the finished piece. For a demonstration or information, contact info@elynxx.com<\/a> or 717-709-0990. In the world of sales and marketing, it\u2019s hard to overstate the importance of brand consistency. The brand is the […]<\/p>\n","protected":false},"author":2,"featured_media":19271,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[316,317,34,257,318,222,65,66,67,69,73,109],"class_list":["post-19270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-b2b","tag-brand","tag-branding","tag-consistency","tag-logos","tag-print","tag-print-buyer","tag-print-buyers","tag-print-buying","tag-print-management","tag-print-procurement-software","tag-procurement"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t
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