In today’s fast paced world, highly competitive world it is becoming extremely important to use technologies such as variable data print services in order to control and create a brand reputation. The software and services that are available now provide the ability to do everything from creating corporate documents to mail merges with the click of a button. Without some sort of control, this document creation can quickly become unmanageable.
People recognize brands, not products. In the past, many brand names were equated with the products. As an example, most people use a brand name when they request tissue paper. This type of brand association is invaluable and nearly impossible to achieve without consistent marketing. The brand has been a household name for years and easily outshines competition because of the quality associated with the brand.
In the past, individual campaigns were customized for each product. While this was very effective, consumers are now more likely to associate a brand name to quality regardless of the actual product. This makes introducing a new product line much easier if the consumer recognizes the corporate brand. Print logos and web based images have replaced the musical jingles of the past.
Advances in technology have simplified the process of controlling and creating brand consistency. Using services that incorporate variable data print technology, a company can now create a brand template that is used for all corporate document development. Templates are created that incorporate logos, background images, and standard text. Areas are created that allow various departments freedom to incorporate customized product and service information.
Professional looking materials are demanded by consumers. The global availability of products has bombarded consumers with thousands of potential purchases. Consumers no long have the time or patience to sift through entire marketing documents to find what they want. Instead, the customer will take seconds to decide if they want to investigate a product further.
Marketing staff use these services to overcome frustrations between control and freedom. Affiliates, outside sales staff, and even internal departments usually want some freedom to use their creative juices to create customized materials for their products. Marketing and corporate managers can give this freedom without ceding the control of the overall look and feel.
Costs have plummeted over the years. Online services allow affiliates or external sales staff to use the templates to create the materials they need. In many cases, they are able to print the finished documents locally. For internal situations, software companies have developed the same technology. Placing templates on a common server gives the internal departments access to marketing materials. This reduces the cost of overwhelming the marketing department with individual requests.
The days of struggling to keep up with managing corporate branded documents have been replaced by variable data print services. Creating and updating templates provides control without stifling customization and creativity. As logos, backgrounds, and other brand related standards are changed, they can be updated in the templates. This ensures that everyone is using the same format when representing the brand.