Get Picked Marketing Booklet

corshamprint

GET PICKED

incorporating

of Corsham


BE A GREAT

BIG BRAND

STRAWBERRY

Why are strawberries red? And what the pip has that got to

do with marketing? Bear with…

Birds know that red berries are the ripest and tastiest.

Strawberries have evolved to advertise their tastiness by

changing colour to an intense red. What’s in it for them?

Birds eat the fruit, can’t digest the seeds and scatter them

around the area.

This made us think. We’re all in business to attract attention

and get picked. Right? The trick is making sure it’s us that

customers want to pick.

And that’s where branding comes in.

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THIS IS NOT

THE TIME

TO BE SHY

Your logo is a visual shortcut which reminds people who you are.

There’s a famous study which shows the more someone sees a

picture or name, the more likely they are to pick it. Familiarity

leads to trust. And subconsciously, when faced with a choice, we

choose the more familiar name. It’s automatic.

That’s how branding works.

It’s not that the Mona Lisa is the best picture in the world.

It’s just that we’ve seen it the most times. It’s familiar.

And this logic applies to your brand.

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REBRAND IT

AND THEY

WILL FREAK

Every so often the press reports some company

rebranding costing eleventy bazillion quids. And the

crowd goes crazy. ‘What a waste of money’ they squeal.

We design corporate identities for businesses like yours

every week. For a lot less than eleventy bazillion quids.

But let’s think about your logo for a moment.

How many times will it be seen?

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THE MAGIC

£0.0001

PER VIEW

You should be proud of your logo. And liberally plaster it

everywhere.

You’ll definitely use it on your website, your business cards and your

stationery. You’ll use it on your brochures, folders and price lists.

You might even use it on billboards, signage, vehicles or uniforms.

Over its life, how many times will it be seen? How many people drive

past your premises each hour? How many visit your website each

day? How many punters do you serve each week? How many mailers

do you post each month?

Your logo could be seen MILLIONS of times each year.

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IT’S SOOO

MUCH MORE

THAN A LOGO

Some people think a “brand” is just a logo.

Got a logo? That’s my branding done. Tick. That was easy!

But it’s much more than that. Your brand is how customers

describe you to their friends. It’s the way you answer your

phone. The way your website reads. The language in that

handwritten sign in your reception. How your team react when

a customer walks into your place.

It’s how you make them feel.

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CUSTOMERS

ARE JUST

THE START

You might be hiring staff right now, or have plans to in the future.

Your brand matters here too.

The marketplace for talent is competitive.

Applicants will be deciding whether they fit into your tribe.

Whether your brand matches their beliefs. To attract and retain the

best talent, your brand story is important.

Before you get to pick them, they’re choosing whether to pick you.

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MYSTERY

SHOPPING

YOURSELF

Sometimes it takes a fresh pair of eyes to look at your business in a

new way. To look at it like a customer does.

But that’s hard for us to do ourselves. Our automatic, or ‘system 1’

mind, blanks out details we see every day. We become blind to the

way our business looks. That’s our brain’s way of protecting us from

information overload. But it’s dangerous.

You could ask a friend to review their experience, as if they were a

client. But an alternative technique is to take photographs of the

journey a customer would take and print them out. You’ll be surprised

at the results and the insights you get from looking at your business

through a lens. The same applies to your website.

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REBOOT

REFRESH

REPEAT

Your mystery shopping exercise might reveal some things that

need attention. Your website review might show some things that

are unclear or confusing.

Not everything goes to plan. Things evolve. You keep meaning to

do that new thing. Then life happens. Things get in the way of our

best intentions.

Let us help. Branding is our business. We’d like to be involved

from the start of your refresh. We can be a second pair of eyes.

We can be your mystery shopper. Ask us to experience your

business as a customer and let’s start building the next chapter of

your brand story.

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PERCEPTION

IS PART OF

YOUR BRAND

People make a judgement about the quality of your

business, based on the feel of your brand. Everything.

The overall experience.

If your website is out-of-date, if your brochures are skimpy,

if your marketing looks amateur then customers will

subconsciously judge you.

Make yourself look irresistible. Get picked.

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FOLD THEM ANY

WAY YOU WANT

When you’ve got more to say, avoid trying to cram it all into one space.

Make your content more digestible by having your leaflets folded. That

way, you can let the story unfold, page by page, in a logical order.

Our most popular folds are shown below, but we’re like experts

in origami. There are lots

more choices online.

4 PANEL ROLL

Folded into 4 panels, with each panel

tucked inside the previous. Available on

4 panel DL, 4 panel A5 and 4 panel A4.

HALF

Folded in half on long edge.

Available on A5 and bigger.

3 PANEL CONCERTINA

Folded into 3 panels, like a concertina,

into a ‘Z’ shape.

Available on A4 and bigger.

LANDSCAPE HALF

Folded in half on short edge to make tall

or skinny shape.

Available on A5 and bigger.

4 PANEL CONCERTINA

Folded into 4 panels, like a concertina,

into a ‘M’ shape. Available on 4 panel

DL, 4 panel A5 and 4 panel A4.

3 PANEL ROLL

Folded into 3 panels, with the third panel

tucked inside the others.

Available on A4 and bigger.

CROSS

Folded in half, then half again, to end up

quarter of original size.

Available on A4 and bigger.

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TELL YOUR

STORY IN

A BOOKLET

Did you read that there’s been a resurgence in printed book

sales? People are buying fewer ebook readers and returning to

the printed word.

Why? Because print captivates like almost no other medium.

All the biggest brands use booklets to share their story.

Consider how you could turn your business story into

something more than a price list.

Use full page imagery on left pages and short paragraphs of

text on the right, like we’ve done here.

Give your message room to breathe and get picked.

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incorporating

pop in for a chat

of Corsham

www.corshamprint.co.uk

The small print: We don’t build every option into our brochures – we think it’s best you choose what you need – we haven’t included file checking or

artwork (which we’d love to do for you), carriage (you can pick up free) or VAT.

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