There are so many brands in today’s world that have ingrained themselves in people’s minds through advertising. Whether through print or digital media, people have been inundated with a number of brand names that have taken over the vocabulary. Nobody asks for a tissue or requires directions—they ask for Kleenex and they need to Waze their way to their destination. Every brand hopes to reach this goal and become so ingrained in the world that its name is synonymous with the product they sell.
Many companies have tried to infuse the same power into their brand, but the most successful use print advertising to create an influential name. Read on to learn how to build your brand through print advertising.
The Benefits of Print
One advantage that print advertising offers is the ability to move your company quickly along the path of brand recognition. Printed ads like flyers, newsletters, brochures, business cards, and stationery expose potential customers to your company name and subconsciously link it to the services and products you offer.
The success of these subtle links your consumers see every day are dependent on two the things: the business name and your visual identity.
What’s in a Name?
While there’s no correct way to name your company, there are certain elements that ensure you have a strong name for your business.
When you’re choosing a name, consider a name that appeals to you, but more importantly, attracts customers. You need to inform your customers of your main service, while simultaneously keeping the name broad enough to encompass everything you offer.
Your name is the first contact customers have with your brand. If it’s too long or confusing, that’s the initial impression consumers receive, effectively dissuading people from using your services because they assume your services are as complicated as your name.
When you’ve decided on a name that’s expressive and simple, it’s time to consider a logo, or the visual representation of your company’s name. Some businesses prefer to stick with a similarly simple font and logo color, while others prefer to use color psychology to evoke stronger emotions. Some of the most popular colors for various industries include:
- Food: Red and Yellow
- Retail: Red
- Medical Services: Green and Blue
- Security and Protection: Blue and White
- Luxury Brands: Black
- Family Industries: Orange
- Communication Technologies: Pink
Each of these colors represent different emotions and cause the consumer to assume certain things about your company. Blue, for example, is the color associated with trustworthiness and dependability, while orange is synonymous with friendliness and affordability.
Conduct research on colors that properly represent your business and explore which ink and toner brands print that color best.
Elements of an Ad
Once you’ve decided on a name and a logo, you’ll need to construct a general layout and framework for your advertisements. Ideally, you want to keep your ads simple, relatable, funny, and age appropriate.
Utilizing simplicity in advertising ensures that consumers will remember and understand the story you’re telling in an ad. A relatable situation makes everyone feel that your business understands and cares about them as an individual, engaging them through emotion.
When you consider humor, it should be directed at your target audience. If your niche group is 18-year old males, your ads will look very different than those directed at 70-year old females. Their sense of humor is rooted in their experiences, so you must understand their history to market to them appropriately.
Take all of these elements and combine them to create something memorable, emotional, and succinct.
Choosing a business name and logo are the most essential part of a printed advertisement. If a consumer doesn’t have anything visual and tangible to relate your business to, your company will quickly fade from their scope of interest. Use your print ads to emphasize a central message about your business and your consumers will start to identify your brand with the service they require.
Amy Trotter is a freelance technology writer and advertising consultant from Los Angeles, California. She has over 10 years experience in the advertising and printing industries, and loves to educate others about successful advertising methods. When she’s not working, Amy loves running along the beach.