Companies generate a lot of “literature,” including things like letterheads, catalogs, brochures, annual reports, manuals, and posters. They’re an important part of the company’s image and essential for marketing purposes.
The problem, however, is that many companies don’t take them seriously enough. In fact, they often try to do them in-house with disastrous consequences. As Entrepreneur points out, appearance is everything in marketing, and so getting your public image right really counters.
Here are some tips for successfully utilizing your company’s literature.
Get A Professionally Designed Logo
Your business logo will appear all over the place: on your website, on your letters to clients and on your invoices. As a result, it needs to look half decent. Right now there are a bunch of off-the-shelf logo design packages you can use to generate your own logo. But the problem with these is that they rarely offer you the sort of customization and flexibility you need to make your logo unique. Instead, you end up with something that looks very similar to what’s already out there.
Designing your own logo on a computer using publishing software is also a bad idea unless you’re an expert. Again, it all comes down to how logos are put together. Professionals understand that when designing a logo, it’s essential to use a format that can be scaled across multiple platforms and documents, otherwise it can look stretched and warped.
Give Your Literature A Family Feel
When printing the literature for your firm, it’s a good idea to make sure that it has a “family feel.” Essentially what that means is that each individual piece doesn’t have to be identical, but people need to be able to tell that they are related. Lay out all of your designs on a table and ask yourself and your colleagues whether it looks like all the pieces have come from the same company. Is everything compatible and recognizable?
Invest In Quality Photography
If the rise of sites like Instagram and Pinterest are anything to go by, photography is becoming more and more important in marketing. Often, though, small companies scrimp on photography expenses, doing a second-rate job as a result.
It turns out that photography is a better investment than many small businesses think. It’s now something that really helps to set businesses apart from one another. Great snaps draw in big audiences and make your business seem professional. Poor shots make you look amateurish and small-scale. Photography, therefore, is an investment in the future of your firm.
Appoint One Person Your Lit Boss
The literature that your business produces isn’t static. It changes with the season, with your product cycle and with your special offers and promotion. At least one person should be responsible for coordinating all of this and making sure that the new material fits the design language of the old. Giving one person the final say helps to avoid your marketing materials taking a design detour into the unknown. Every piece of literature your company produces needs to be purposeful and designed for it’s intended audience.
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