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Once you’ve got a logo, what will you do with it? Now you need to get your brand image into the hearts and minds of your client base. Use your brand identity to excite and motivate customers, and create lasting impressions with contacts. In a start-up business, much of the advertising comes from face to face networking. Making contacts and motivating them to spread the word about your company. As an entrepreneur, you and your team are the front line of your marketing strategy. In this effort, no other tool compares to a quality, printed card. Something you can hold in your hand and keep around. With so many options, why waste the opportunity on basic cards?

The golden rule with print marketing is Always Be Branding. Think about making your card work harder. What good is a business card that just gets thrown away? Conversely, having a business card that makes a real, lasting impression is invaluable. Make something that people will want to hold onto, show to others, pass along, and refer to. Illustrate the unique qualities of your business in a memorable way. To do this, consider the properties of a business card.

• Visual: Here’s your first opportunity to impress with design. Your logo may be integral here. The card should be designed to stand out among others. Use image, card alignment, and color to differentiate. In many cases, the cardholders face can be the most memorable and effective image.
• Tactile: The card will be handled at some point; this is a chance to create a sensory memory. Then, the card will likely be referred to and shown to others. Add interest with coated, textured, or heavier papers. You can also add embossing, raised printing, interesting cutouts or a different, non-rectangular shape. Cards can be printed on nearly anything: wood veneer, leather, stickers, chocolate, even rubber. Stretchy Card
  
• Mobile: Great business cards will work as a referral even after they’ve left your hands. Maybe your initial contact won’t become your customer but someone they know will. Don’t be afraid to give out two cards if you want. You know your card is working well if people are asking for another to give away. Here’s a take on unforgettable business cards
• Two Sided: It seems obvious, but the back of a business card is the most overlooked thing since the coin pocket. This space can be used just to further your branding message with graphics or quotes, maybe even a joke. Find something unique that relates to your business and message.
• Multipurpose: Your card can double as something else if you really want it to be seen. Add usefulness to the card so it serves another purpose. By adding a chart or referential tool, people will continually look back at your card. Use it as an appointment card, frequent buyer, or discount card. You could even print on an actual wallet-sized tool like a magnifying glass, mini light, or ruler. There are endless possibilities here.
• Informational: Let’s not forget the end purpose of the business card: making contact. The point is to have customers and networking contacts that use your services. It’s most important that contacts know how to reach you. Work with the design of your contact information. It doesn’t hurt to make people want to look twice in this case. If you want them to call, your number should stand out. If you expect customers to visit a location, that should be prominent or even mapped.

Take a look at some of the distinctive designs and unusual ideas in this gallery of inspirations. Design firms like Orange32 are stretching the boundaries of creative print design and business promotion.

Put in the extra effort and watch your print projects work for you. The difference between sufficient marketing and effective marketing is everything. What may seem like extra cost and effort will actually bring immeasurable results.

This entry was posted on Friday, October 19th, 2007 at 3:46 pm and is filed under Logo Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.