Why branding is important for your business?

Why branding is important for your business?

Why branding is important for your business?

Branding

You may have heard this buzzword floating around social media as of late, but its importance far exceeds what many realize.

“What is branding?” you may ask. Well, you’ve come to the right place!

Branding is every aspect of a company.

 

These aspects can be both tangible and intangible. For example, the logo, business cards, letterhead, and flyers are all tangible facets of branding, but it goes much deeper than these things. Although the tangible is extremely important, the weight is truly found in the intangibles. How a customer views your business, the personality of your business, and even how a customer feels when they walk into your business are all intangibles of your brand. However, the intangible cannot exist without the tangible. Creating the right aesthetic through tangible branding will directly affect the feelings that people have about your brand.

I still remember the first time that I experienced excellent, tangible branding. I was standing in Whole Foods, and I picked up a bottle of Hubert’s Lemonade. I had never seen it before, but it caught my eye. The logo featured a lemon that was textured like an actual lemon, and the bottle had many clever sayings written on it. I clearly remember wanting to purchase that lemonade simply because I thought their brand was so cool. Their tangible branding worked. It did its job. Through the use of something tangible, their brand gained something intangible. It made me feel positively toward their brand. And of course, their lemonade was incredibly delicious, true to the brand.

 

mall details like textured lemon or funny puns may seem insignificant, but they actually go a long way. They set your brand apart from your competitors, and they give your customer something to remember. As a brand, you want to give your consumer things to tell their family and friends about.

Brands outlive products.

They stand the test of time. People buy from brands that they have seen or heard of. A marketing researcher for students and professionals said, “Brand visibility is the single, most powerful message that a consumer can receive. And the message says that this product is good and you can trust this product.” Even if the quality of a less popular brand is actually better than the top-liner brand, people tend to stick with a brand that is popular because they trust it. These popular companies have used tangible branding correctly, allowing their consumers to trust and rely on their brand. The logo and package design encourage people to notice the product on the shelf, which brings them to your website and social media. If these tangible things make an impact, customers will trust your brand, bringing you something intangible. Trust and brand credibility. These are the things that bring you lasting customers.

You might say, “Well, that sounds great, but what can I do right now to improve my brand credibility?” Good question!

Start with the visuals!

These things go such a long way in improving your brand credibility. Here are a few ideas to get you started:

 

 

1) capture beautiful photos!

Professional photos can add so much to your brand, and they don’t have to be as expensive as you may think! Local Nomads has a photo walk every two weeks in Baton Rouge and New Orleans where you can take photos with professional photographers for free. Also, up-and-coming photographers are often willing to be flexible with pricing to build their portfolios. It is so important to have these photos for your website and social media so that your business is truly captured for how amazing it is!

 

2) create a social media plan!

It is so important to strategize for social media rather than posting at random. A great platform to do this through is Planoly. It is free for one user, and it allows you to map out your social media before you post. Set measurable and achievable goals for social media each month and make a plan on how you are going to get your business there. At the end of the month, look at what worked and what didn’t, and don’t give up! Things always have to be adjusted, and it will take time to see the results you are looking for. Consistency is key! Check out our blog post, 5 Tips to JUMP-START Your Visual Brand Strategy, for some more ideas to improve your social media!

3) invest in a functional and stunning website!

Well-developed websites make it extremely easy for customers to find what they are looking for, causing them to feel positively towards your brand. At The Visual Branding Group, we love working with local businesses on their websites to set them up for success! Click here to see some websites we’ve worked on in the past.

 

We would love to work with you here at The OnePrint Group.

Make your branding rock. Just do it. We promise you won’t regret it.

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Offset and Digital Printing – The Difference

Offset and Digital Printing – The Difference

Offset vs Digital Printing 

The Difference

For prospective print customers, the difference between offset printing and digital printing is that digital printing is better suited for short run printing (i.e. starting at 1 single copy) and offset printing is better suited for higher volume printing (i.e. starts being economical 2,000+ identical copies).

Both types of printing produce print products that are extremely high in quality and fit for professional quality printing for businesses. The key factors that make customers choose one over the other is typically the volume of the print project and niche project requirements.

There are other differences—such as color capabilities and sheet sizes that differ between offset printing versus digital printing. Find out what those differences are and as it pertains to buying print!

The Differing Technologies Used in Offset Printing Versus Digital Printing

The technological difference between offset printing versus digital printing is in the way the images get transferred onto the paper. It is this difference that affects the cost economics of running these machinery, and this difference in cost gets passed onto the printing customer.

Offset printing uses etched metal plates that apply ink onto a sheet of paper. The setup for offset printing is generally significantly more time consuming and expensive than digital printing.  The metal plates—one plate per each color being used—need to be etched, and applied to the rollers that transfer the ink onto the paper. Then, the press needs to be run for a few minutes on “scrap” sheets of paper until the plates are properly inked; think of it like “warmup” sheets that are eventually thrown away.

Four-section offset printed machine

 

 

 

 

 

On the other hand, digital printing uses electrostatic rollers—called “drums”—to apply toner onto the paper. The drums—again, one per each color being printed—use an electrostatic charge that attracts toner in the form of toner density. The toner is then applied onto the sheet and then fused—passed through a high-heat unit—onto the paper.

Ricoh 9200 Digital Color Press

 

 

 

 

 

Digital printing can easily print out one sheet of paper or a copy of a booklet with minimal setup. However, offset printing requires a considerable amount more setup time and material. The ink and each sheet of paper that comes off of an offset press is actually cheaper than that of a digital press, but the savings only make sense if the print job is at a high enough volume.

Also—it’s the number of copies that counts; not the total number of sheets. Offset only makes sense if making a few thousand copies of the same sheets. So for example, if you’re printing 500 copies of a catalog that is 100 pages long, you’re printing 50,000 pages but only 500 copies. This would qualify as “short run printing”. (Offset doesn’t make sense because each sheet would require its own plate to be made.)

Most businesses today doing frequent, quick, and constantly changing print content opt for digital printing. On the other hand—businesses that print in volume and don’t change their content frequently opt for offset printing.

So again—the volume of printing is a key difference between offset printing versus digital printing.

Other differences between offset printing versus digital printing

There are a few other differences that show up when print customers are shopping around for printing services.

The first of those differences is the sheet size. 

Digital printing typically runs smaller sheet sizes—typically 19” sheets with some machines going up to 29”.  Offset printing on the other hand typically runs presses that are 29” and 40” sheets. This increase in size occasionally allows for some kinds printing that isn’t possible on smaller sheets. Some examples include posters, books requiring large covers, and certain kinds of brochures.

When dimensional print size is important, but the print volumes don’t merit use of an offset press, customers frequently turn to digital wide-format presses for short-run printing. There are some cases of wide-format printing that cannot be done on digital wide-format presses—as in certain kinds of printing surfaces like packaging material, plastics, etc.

The second of those differences is the color representation. 

Every piece of printing equipment offers slightly different interpretations and controls over how colors get applied onto a page. Offset presses can provide certain color controls that are superior to digital printing. For example, printing Pantone colors (a color management system) is more precise on offset presses because they actually use Pantone ink. This is important most typically for large corporate brands for which color consistency is worth a considerable amount of money.

The third of those differences is that digital presses are significantly cheaper for fast-turnaround projects. 

Digital printing offers incredible turnaround times because the significantly smaller setup time. Shops doing digital printing well can offer same-day and next-day printing much more efficiently and cheaper than those with offset printing. For example, it would make sense to throw a project onto several digital presses that require minimal setup. On the other hand, throwing it onto multiple offset presses would require multiple plates and time to properly ink the plates.

To explore your printing options for offset printing or digital printing, please contact us today!

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