Not So Stationary Stationery

The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today's business.

Business Cards

The biggest change by far in business cards is the amount of information they contain. Current cards often juggle multiple phone numbers, email, and web addresses as well as one or more street addresses. Companies are adopting logos with taglines and sometimes sub-taglines. We have even seen mission statements and bullet lists of services and product lines printed on cards. To corral the potential chaos, think carefully about the purpose of the card and how the end viewer will use it.

Secondary information such as alternate addresses can be positioned away from the key content on the back of the card. Web and email addresses are now easily identified and no longer need "http://," "web" and "email." Alternatively, try a mini CD - a business card sized disk that can contain an interactive presentation.

Letterhead

It is not what letterhead says, but how it is used ? and not used that is changing. Many businesses now use email for their primary correspondence. Sending invoices, thank you notes and proposals electronically drastically reduces the reliance on printed stationery.

While situations remain where professional communication requires a printed letter, the quantity of letterhead ordered can be reduced for many businesses. Corporate address, main phone and fax numbers and website should be still be included. Reserve personal information, such as email and cell phone numbers for individual business cards, even if there is only one person in the business.

Envelopes

The standard #10 business envelope is still around. Known as the "bill" or "invoice" size, we like to create distinctive designs that stand out and beg to be opened. Invest in having your logo printed in your corporate colors on paper that matches your cards and stationery. Mismatched mailings look unprofessional and derail your brand-building efforts.

Whether professionally done or output on your desktop printer, affixing a label that coordinates with your other stationery instantly turns plain 9x12 and other envelopes into pieces of your branded system without having to invest in printing envelopes in sizes you only use occasionally.

Some things never go out of style

When developing a stationery system, don't just think about what you "should" have, think about how you work and plan a system that helps you get the job done from both a practical and a marketing perspective.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

---

What is an Artists Statement & How Often Should It Be Updated?

An artist's statement is a statement of ideas and thoughts... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Image is EVERYTHING

The absolute foundation of your small business is your image.... Read More

Mascots ? The Killer Promotional Concept

Mascots are the unique dolls or puppets that help identify... Read More

Branding: What Not to Do

Here's a little story about what not to do as... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Business Image

One of the most important things in a business is... Read More

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not... Read More

Adventures in Advertising and the Affect on the Brand Name

Studying various target-marketing techniques and here is a thought. We... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive... Read More

Id Buy That: Getting A Brand Mindset

Feel that? The crisp tingle in the air? It's fall.... Read More

Not So Stationary Stationery

The elements and functionality of the basic stationery system is... Read More

Choosing the Right Color Palette

Color is a highly personal experience ? everyone has favorite... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver... Read More

Donald Trump On Branding - Brand Identity Guru

Love him or hate him, one thing is certain: Donald... Read More

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs... Read More

A Successful Failure

A successfully positioned business sometimes doesn't win a new client.... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

The Very Basics of Design

Design is a very subjective thing, therefore, if you ask... Read More

Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes... Read More

7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them)... Read More

The Aim of the Name

Large corporations spend lavish amounts seeking names for their products... Read More

Extreme Makeover ? Small Business Edition

Have you ever watched one of those home makeover shows?... Read More

Business Case Study Automotive Detailing Franchise Company

How do automotive detailing companies start? What makes them work... Read More

The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

Pressure Washing Companies and Co-Branding

Pressure washing companies often miss what we call 'super niche'... Read More

Play it Again Sam

The marketing director for one of my longtime clients used... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More