Professionally designed marketing collateral can make a world of difference between signing a new client and watching your competitors steal your business. Too often we make excuses for why we don't get a particular job. The truth in reality is often far from the truth of a failed conversion. Often it is something as simple as poor design and gawdy collateral that has failed to make an impression.
How can your company or organisation provide professional service when you cannot even show that professionalism through the collateral you use?
Through our experience we have come up with a few basic questions which will help you to assess your collateral and analyse if you are making the right impression for your organisation.
- Is your brand carried through all your collateral? This includes colours, logo's, typeface and image consistency.
- Does your company have a style guide so all staff know what to do and what not to do when it comes to your brand
- What are the core values of your company? It is appaling but we have seen a company who had a core value of 'personable service' and at no stage did they use a single image of a person and rarely did their staff talk with clients ..... how is that personable?
- Who is your target audience and what do you know about them. Are they executives who react well to blues and cool colours, are they teenagers who want something upbeat and modern, are they professionals who like clean clear lines?
- Was your collateral designed by a professional with years of service in the industry with various clients, or was it created by your friend or cousin that bought a computer a year ago.
- Does your collateral serve a purpose. Often companies create brochure upon brochure, pamphlets and cards which do not evoke emotions or educate their target audience. When you pick up your collateral do you say "That looks nice" (or "That looks terrible") or does it compel you to look deeper into the service, offering or company.
- What are your competitors doing. Put your collateral next to theirs and find a friend or associate who may use both services and ask them "Which looks more compelling"
Your brand collateral is as important to generating leads and sales for your business as any other component of your company. When your staff are not there, it is the brand collateral and designs which compels people to come and speak with you or to buy your products or services.
Don't start on the back foot with your sales and marketing designed collateral. Empower your company from the first moment your clients come in contact with you.