Branding Basics for Print Campaigns

branding-imageHaving strong and consistent branding is incredibly important to establish your brand identity and credibility with your customers. When your audience interacts with your brand, they’re looking at your branding to determine who you are and how they should view you. This is true for all aspects of your marketing: social media, traditional, content and print.

Here are some branding basics for print campaigns to ensure that you’re delivering a clear and consistent brand message to your audience – whilst some might seem obvious, you will be amazed how regularly many companies stray from these rules:

 

Lock In Your Logo

Your first branding basic for print campaigns (or for any campaign) is to lock in your logo. Your logo is the visual representation of who you are as a brand, and you want to make sure that it delivers your message in a way that’s impactful and true to who you are.

If you have an in house design team, spent some time working with them to develop a logo that feels true to your brand. If you’re hiring a graphic design partner, make sure that you send them all of your branding materials and walk them through who you are, what you’re looking for and what you want your logo to say.

Once you have your logo locked in, you’ll want to include it in all of your print campaigns, whether it’s displayed prominently (like on a poster) or as more of a background or accent image (like on a whitepaper).

 

Use Consistent Fonts

Another branding basic for print campaigns is that you’ll want to establish your font profile. A font profile refers to either one uniform font that’s used across all of your print collateral or a series of fonts that are used across print collateral for different purposes (so, for example, you use X font for titles, Y font for body text and Z font for quotes).

It’s important that you establish a font profile so that your branding is consistent across all of your print campaigns. Using Times New Roman on your marketing cards, Comic Sans on your business cards and Arial bold in your sales brochures will be confusing to customers and clients.

 

Choose A Color Scheme

Similar to choosing a font profile, you’ll want to choose a color scheme that you use across all printed materials. Typically, you’ll want to choose colors that are incorporated in or complimentary to your logo.  {Further, we also recommend that ALL colours that you choose be a CMYK colour.  This will save you significant amounts of money and heartache for all your future print requirements, as printing Pantone {or PMS} colours is typically significantly more expensive}.

Most color schemes include 4 – 5 colors that can be used for a variety of purposes (so, for example, you might use one color for the background of a poster, one for text and one for a border).

Keep in mind that there might be occasions that you stray from your color scheme. Holidays, for example, are an opportunity to incorporate seasonal colors into your print marketing campaigns. But as a general rule of thumb, you’ll want to keep a consistent color scheme across all of your print marketing campaigns to keep your branding consistent.

 

Follow Your Copy Rules

When it comes to print campaigns, you’ll want to follow the branding rules you’ve established for developing copy. The same rules that apply for creating copy for your social media or internal communications apply when creating copy for your print campaigns.

So, for example, if your brand voice is corporate, don’t create a poster that feels overly casual. And on the flip side, if your brand is approachable and conversational, creating a brochure that feels too corporate or stuffy isn’t going to make sense for your branding efforts.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

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