Postcard and Brand Considerations

Many businesses take advantage of postcard printing due to the fact that it is an extremely cost-effective yet still an efficient form of print advertising.  One area that can cause some confusion is to what extent the postcard printing campaign should focus on a particular promotion and how hard you should push your brand.  These are important issues that should be thought through carefully, so read through this article to get a sense of the best way to balance brand promotion with the message of your postcard printing campaign.

What should you include?
At a minimum, you should include your logo in any kind of postcard printing campaign.  Your logo is the icon of your entire brand, so if at all possible that should be included.  Color schemes, taglines, and other brand tools can be included as long as they do not distract from the message you are attempting to communicate.

Can you overdo it?
Absolutely!  You can over-brand your postcards to the extent that the message gets lost.  Consider holiday promotional postcard campaigns.  The holiday is the central theme, you are connecting your promotional events with this holiday, and your brand should be integrated into the postcard in a way that complements the holiday and your promotions.

What happens if you don’t include your brand?
If you omit your brand information altogether, you risk your customers not being able to figure out who the postcards came from.  Obviously, this is a problem.  You might think that including your contact information and company name is enough, but your logo and other brand information powerfully connects and communicates who you are to your customer. 

Remember, postcards may only get a quick glance from your customer.  Make sure your brand is sufficiently represented so your customers quickly identifies both the message and your brand on the postcard printing piece.
 

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