Just Who Are You Anyway? Ensuring Your Customers Recognize Your Brand


In a marketplace that exposes us to thousands of commercial messages daily, in a world of countless start-ups, daily announcements of mergers and acquisitions, and the constant introduction of new products, companies have an increasingly difficult time getting noticed.

That’s why branding – a combination of names, terms, designs and symbols that identify a product or company and distinguish it from competing products or companies – is so hot.

Here’s a short list of must-haves for getting recognized in today’s crowded world:

Professional identity materials: At a minimum, you need:

  • Business cards for all customer-facing personnel
  • Letterhead, envelopes, note cards, invoices, purchase order forms, etc.

Be sure you have these materials professionally designed and produced using the same look and feel as your website and sales collateral.

A website: It’s safe to say that today, if you don’t have a website, you won’t exist as a business very long. And while your site doesn’t have to have all the latest top-notch functionality, it does need to state clearly who you are and explain why someone would want to do business with you. A few website essentials are:

  • Clear, simply stated copy without typos
  • A professional-looking design, consistent with the look and feel of your other marketing communications
  • Clear and intuitive navigation, so content is easy to find using conventional methods. These include a menu bar on the top, bottom and left side of the homepage

Sales literature: Your website is key for sales, but even in the digital age, you also need printed sales material. It’s helpful to have a physical takeaway, whether it’s a “take-one” on your counter or a leave-behind for a sales call. Essential sales literature includes:

  • An 8 ½ x 11-inch folder with pockets. Include cuts on the pockets where a business card can be inserted.
  • Materials to put inside the folder. This depends on what you are trying to accomplish, but can include:
  1. A cover letter introducing your company
  2. A brochure
  3. Sales sheets on particular products
  4. Case studies or research reports supporting your sales story
  • Other sales literature you might consider:
  1. A sales video on your company or products
  2. Reprints of print ads from trade publications
  3. Print-outs of PowerPoint sales presentations

Need assistance getting started? Your nearby experts, we can help.

Fast. Local. Personal. For over 35 years KKP has been supplying a comprehensive range of high-quality print, design and sign services as well as marketing assistance to Canadian businesses. For expert assistance, attentive service and affordable prices, contact us today.

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