Role of Branding in Direct Mail/E-mail

How to Set Up Simple Print-and-Cut Business Cards in Corel Draw

If you’re a graphic designer by trade, Corel Draw may not be your graphics editor of choice.  If you’re a small business owner without a lot of graphic design experience choosing to do your branding in-house, Corel Draw is a great choice.  You can pretty much address all your web and print graphics needs for a faction of the price of the typical designer preference, Adobe. Since you’ve landed on this page in your travels, you probably already know that.  You’re stumbling block may be that blank page within Corel Draw that you’re staring at while wondering the quickest and easiest way to get professional-looking business cards designed, printed, and ready to hand out.  We’ll take you step by step through the process.

A Quick Note About Versions: I’m using Corel Draw 18. As long as you’re using a version in that same vicinity (i.e., 16, 17, 19, or 20), your view should look pretty similar to the screenshots included throughout these directions.

1.  From within Corel Draw, go to File > New.  You want an 8.5 x 11” portrait page that’s CMYK and 300 dpi:

2. Select the Graph Paper Tool:

Input 2 columns by 5 rows:

Draw the graph in any size and then switch to the Pick tool:

Change the size of the graph to 7” wide x 10” high and then type “p” to center the object on the page:

Double click the Outline Pen at the bottom right of the screen and change the color to dark gray, the width to hairline, and the style to dashed:

Then press Ungroup Objects with the graph still selected:

3. With the layout of your business card document ready, Go to File > Import and navigate to an image of your logo and click the Import button.  Then, resize as desired and place your image within the top left rectangle.  To ensure your logo is perfectly horizontally centered within the space, select the logo first, hold down the “shift” key to be able to select multiple objects, select the rectangle, at which point you can deselect shift; then, press “c” with both objects selected.

Select the Text tool so you could begin adding content:

Click anywhere on the page and type your name; press enter and add your title; then, continue adding the rest of the details you would like to show on your business card.  I’m going to include my title, phone number, email address, and web site.  Finally, set the alignment of the text to centered and choose your font and font size.  I’m going to use Calibri, size 11 for my name; size 10 for my title; and 7.5 for the rest of the information.

Move the text to the desired spot within the rectangle and horizontally center the two (click the text, press the ”shift” key while also selecting the rectangle; then, press “c”):

Now, you’ll want to adjust the spacing a bit.  With the text selected, press Ctrl + k to break each line into its own text object.  Then, I’m going to stretch out the character spacing of my name from 0% to 150%.  To do so, press Ctrl + t to edit the text properties. 

To ensure the two words don’t run into one another with the extended character spacing, I’m going to change the Word Spacing from 100% to 450%:

For my title, I’m going to use 50% character spacing and 250% word spacing.

Next, I’m going to select the phone number, e-mail address, and web site – pressing the down arrow key a few times until I’m happy with the placement:

4. And now we’ve got one business card in place!  To distribute the card design throughout the page so they can be printed ten at a time, select the rectangle you’ve been working on along with all the content inside and press Ctrl + g to group them together.  Press Ctrl + d to duplicate the business card:

Keeping the newly created business card selected, press the “shift” key while selecting the top right rectangle; then, press “e” to vertically center and “c” to horizontally center:

Select your two business cards and press Ctrl + g to group the two together and then Ctrl + d to duplicate them both:

With your newly created group of two business cards selected, press shift while selecting the second rectangle in the first column, and press “t” to top align the objects and “l” to left align the objects:

Repeat that process until all the rectangles are filled with your business cards:

5. Save your file and print; be sure to set your Print Quality to the best available option.

When choosing your paper, I recommend a quality cardstock between 80 and 100 lb — any thinner, and your business card will be too flimsy; any thicker, and you risk problems using the paper in a conventional home printer. A matte versus glossy finish is really a personal preference, but you do avoid any potential for fingerprints on a matte stock.

Then, cut!  For the cleanest and straightest edges, use a paper cutter.  

A Note About Fonts and Colors:
While the instructions described above will achieve the simple and modern design pictured, you can (and should) customize the look for your business. If you’ve been brand building from the start, you already have a Style Guide in place, and everything you create for your business should reflect the guidelines you’ve set for your logo usage, fonts, and colors. If you’re new to branding, be sure to review our story on The Role of a Brand Style Guide.

Branding and Marketing, Promotion, or Advertising Campaign (Re)Launches

Whether you are in the early stages of marketing, promoting, and advertising a new business or are about to reintroduce yourself to the world (a necessity that could be created by a variety of circumstances ranging from a great new product or service to a need to come back in a somewhat altered form from a national pandemic), a typical group of activities are usually considered:

  • Advertising via online and/or print publications
  • Press releases announcing your presence and/or highlighting a change
  • Direct mail/e-mail to existing and/or prospective customers
  • Social media postings to highlight important details and communicate news
  • Special events

To reach out to the largest possible audience in a coordinated way with a consistent message and visual component, basic branding practices are key.  As you embark upon your campaign, we suggest you read the following blog entries . . . and keep checking back as we post new material on topics such as:  building your own ads; properly preparing artwork for various print and online media outlets; understanding the role and use of paid search and ad words as an advertising tool;  etc.

When read together, the articles shown below provide a branding tutorial relevant to marketing campaigns. (By the way, we are always interested in hearing from you and will carefully consider special requests to cover specific topics; either use the form at the bottom of this page to deliver your message or send us an e-mail at brandbuildingforsmallbusiness@gmail.com.)

General –

Important Branding Background

The Role of a Brand Style Guide

BEFORE YOU BEGIN YOUR MARKETING OR ADVERTISING EFFORTS, take the time to create/review a style guide that puts into writing the most basic rules that must be observed to properly build the visual elements of your new campaign.

  Note:  Helpful downloadable tools/templates are included.

Create a Branding Activity Calendar (Template Included)

Your marketing/advertising campaign is almost certainly going to involve a variety of multi-media components – many of which are already included on our sample Branding Activity Calendar that could also be used to coordinate the various elements you’ve incorporated into your promotional campaign.  (The template we’ve provided allows you to add the specific activities associated with your effort.)

In Search of the Holy Grail (of Branding)

Why does branding matter when your current focus is to launch your new sales campaign?  Why get distracted by the time, effort, and resources needed to make sure your advertising and marketing efforts reflect your chosen branding?  This article (as well as the one below) answers that question!

Free (and Needed) Tools

Design Resources

These articles provide tips on finding some of the DIY (Do-It-Yourself) tools needed to build your own ads and other marketing and promotional materials.

FREE Pictures Are Also Worth a 1,000 Words (and Can Help Promote Your Brand)!

Finding the Right Font: A Review of the Best Available Font Viewers

Overview of
Marketing and Promotional Activities

Direct Mail/Email

These pieces discuss the content and crafting of your direct mail message (including the document to be mailed/emailed) as well as the mechanics of obtaining your list and building your database of recipients.

Press Releases

These blog entries discuss the topics, voice, audience, format, and outlets to utilize in incorporating press releases into your marketing activities.  Samples are provided.

Social Media

The following articles cover various aspects of building a social media presence – from creating profiles on platforms such as Facebook and Pinterest to strategies used to identify appropriate content.  As an added bonus, we provide tools helpful in promoting your social media accounts, including templates.  (Last but not least, we address tools for requesting customer reviews so you won’t forget the importance of that aspect of social media.)

Worth Another Look at this Time

Branding involves far more than just creating a few recognizable visual elements.  Customer Service is always at the heart of your brand.  Taking a close look at this time helps identify those branding qualities that will resonate with your audience and are, therefore, worth promoting.  Then, be sure to take all of the necessary steps to ensure that your customer service systems are properly tuned to support the front end of your sales efforts.  Once you are successful, remember the value of repeat customers by immediately thanking them for their business.

Branding Through Customer Service

How to Create a Branded Thank You Card for Your Business in Microsoft Word

How to Easily Create Business Letterhead in Microsoft Word (Video Tutorial)

In an earlier post, we described how easy creating your own business letterhead can be in Microsoft Word.  Well, they say a picture is worth a thousand words, so a video must be worth . . . a whole lot of words!

We really wanted to be able to show how easy some of our DIYs really are, and how better to do that than in live action?  (The task of creating letterhead is done in about two minutes.) 

So welcome to our first video . . . .  Hope you enjoy it!  If you have any questions or comments, we’d love to hear from you!  Just scroll down to the comments section at the bottom of this page.

ZOOM!!

During the pandemic, has anyone not heard the expression . . .

For work.

For family . . . to stay in touch with members during this time of enforced isolation.

For entertainment . . . as celebrities find new ways to reach out to their audiences.  (Everyone catch the cast of Hamilton performing a number with each member in a different remote location?)

What does ZOOMING have to do with brand building?  Well, the app is another tool (a particularly useful one right now) for communicating with employees and customers – either singly or in groups.  Much can be accomplished via video conferencing.

While the term and app ZOOM might be relatively new, various forms of desktop videoconferencing have existed for many years.

About a decade ago, I started supervising several employees who worked remotely from home – in fact, mostly from different states.  Daily meetings using this kind of technology enabled us to keep in touch in a very immediate way – going over current projects, brainstorming, and planning for future tasks.  The application we used (though not ZOOM) featured desktop screen sharing—allowing us to share files and make changes interactively, which eliminated one key obstacle that needed to be overcome for remote activity to be as effective as local.

Similarly, my daughter studied abroad back in the early 2000’s.  Weekly Skype video calls made this period much more tolerable for us.

ZOOM has already made a huge impact upon the off-premises workplace . . . so I suspect every business owner should become somewhat familiar with the powerful potential of this tool and be able to participate in meetings as well as initiate them.  By the way, getting started with ZOOM is free.

Note:  While ZOOM is the app I’ve heard most commonly mentioned during these days of isolation and mandatory business closures, be aware that other programs with similar features are available.  Skype, WebEx, GoToMeeting, and Microsoft Teams are just a few.

Getting Started

This brief article is not intended be an in depth ZOOM instructional guide . . . but is designed to provide just enough information to pique your curiosity and perhaps give you enough tips to approach your first experience without trepidation.

If you are being invited to participate in a scheduled ZOOM meeting, you will get an e-mail that includes a link to click to join the meeting.  Upon doing so, a page will be displayed that informs you that a download is about to begin.  When prompted, click “Run”; you will enter a meeting that has been assigned a several digit meeting name.

Note:  If you have already installed a free copy of ZOOM (as explained in the next section below), you will be able to bypass this download by launching ZOOM and “Joining” an existing meeting by entering the multi-digit name.

If you are initiating/scheduling a meeting, you will need to download and install a free copy of ZOOM, which you can do at:  https://zoom.us/support/download

Follow the installation instructions, creating a user name and password.  Once your free account has been created, you will be able to access the screen below.

From this point, you can “Join” a meeting by entering the name provided by the organizer, or you can “Schedule” a new session yourself.  The process is quick and easy and accomplished by completing this form:

If you have coordinated ZOOM with your calendar, you can generate invitations directly.  Otherwise, you can copy the meeting details (including the needed link) into the clipboard and paste the contents into an e-mail to send to the recipients.

When the meeting is due to begin, you’ll be prompted with a selection to start the meeting.  As everyone you invited tries to access the meeting, you will want to select the “Manage” option, which will allow you to admit the requestees into the session.

By the way, ZOOM traditionally limited free account holders to 40-minute meetings.  However, the creators have recognized the growing need for videoconferencing of all kinds during the pandemic and have generously waived the time limit.

BTW — Kudos to ZOOM on some nice branding efforts

And – Once Again – How Does ZOOM Relate to Your Branding Efforts?

During this time of business closures and regulated isolation (a process that seems likely to continue for some time as businesses are gradually allowed to reopen), videoconferencing plays a key role in maintaining lines of communication with your employees (assuming you have some), customers (to provide a means of face-to-face contact when such opportunities are scarce), and third-party business meetings.  As we have seen in recent weeks as whole music concerts and television shows have been orchestrated this way, the uses of ZOOM are limited only by our imaginations.

If you have any questions or comments on this topic, we’d love to hear from you.  Scroll down to the comments section at the bottom of this page.

Be safe.  Be well. 

Observe the guidelines implemented for our collective good!!

Time to Rebrand?

As Bob Dylan wrote, “The Times They Are A-Changin’ . . . ” and will likely never be the same.  Society cannot go through the kind of dislocations experienced during the current pandemic without being fundamentally altered, though in ways that may ultimately turn out to be good.  (For example:  During the global quarantine, scientific studies showed that the amount of pollution – especially in hotspots – decreased significantly.)

Hopefully, we have learned many positive lessons during this international “time-out” and developed a new openness to change.

Necessity may have changed your product or service . . . perhaps in a good way.

During this period of quarantine, perhaps (1) your business had to be closed; (2) you remained open but strictly as an Internet/Takeout-Delivery operation; or (3) you were designated as essential to survival and kept going as best you could under adverse circumstances.  Regardless of the category that applies to you, your business will have changed during this time.

Once the crisis has ended, business owners will be faced with deciding whether some of the changes should become permanent ones.  (For example, you learned that a segment of your operations could be conducted on-line.  Do you try to revert to old ways . . . OR do you capitalize on what you learned and maintain or grow your Internet activities – recognizing an opportunity for immediate profit as well as a hedge against a future need to run your business in a state of emergency?)

With changes of the kind we are discussing comes a need for you to consider whether you must also now REBRAND.

REBRANDING

Over the years, I’ve probably been involved in a half dozen or more different rebranding exercises.  Some were very necessary AND major, including top to bottom name, logo, byline, etc. adjustments while others were more minor and amounted to some after-the-fact tweaking of branding elements rather than new names and identities.

How do you know when the time has come?  You certainly know when:

  • Your product and/or service is no longer clearly or accurately represented by the brand. 
  • Your branding no longer resonates with your customers.  (You may learn of this need by asking via a formal survey or focus group . . . or you may recognize that a problem exists because your customers no longer remember or relate to your name, logo, or product.)
  • A change of ownership occurs.  (Perhaps your old name is no longer applicable or perhaps your new owner has a well-known name you want to promote.  For instance . . . when Berkshire Hathaway purchased my employer in 2012, we wanted to make the name of our parent part of our own name so their branding qualities also became ours.  While various permissions and legal ramifications must be addressed first, the results justify the effort.)
  • A new product or service has been added that you want to promote or a secondary activity has now become primary and dominant.
  • Sales suggest your current brand just is not working well enough.

So . . . how extensive a rebrand is required?  For instance:

  • Is a name change required?  If yes, do you want the new name to reflect the old name . . . or be entirely new.  (For example, many years ago, the company that employed me was known as “The GUARD Network.”  That name was chosen with the expectation of developing a diverse list of products that served many different industries.  When that did not happen and the organization dealt strictly with insurance, the name became a bit of a handicap because people couldn’t tell what the company did.  The decision was made to add the word insurance, but all parties believed the word GUARD communicated the right branding qualities of security and protection.  As a result, the company became GUARD Insurance Group.
  • Is a new or modified logo needed?  When a name changes in a significant way, a new logo is probably required.  However, a logo might be changed or tweaked independent of the name.  At that same prior employer, our logo was finetuned multiple times across a five-year period – always including a GUARD icon so the benefit of past branding could be maintained . . . but gradually simplifying that image, which became broader and a bit more abstract over time. For an interesting look at the evolution of some famous logos over time (as well as information on debranding), check out Debranding: The Future of Branding.
  • By-line?  A change of by-line is another way to communicate an important adjustment without necessarily scrapping the investment made over time to your logo.  (For Example, a restaurant that had started to feature delivery and take-out might start including that information as part of a new by-line – “Take out/eat in.”

Sometimes, the need for a rebrand is obvious . . . and I suspect that will often be the case post-pandemic.  If you are not sure about the necessity, take the time to do some research with current and potential customers.  In addition to evaluating the necessity, you might learn some useful tips about the correct measures needed to rebrand successfully.

Make No Mistake . . . Rebranding Comes at a Cost

Some of the expenses associated with a rebrand are obvious:

  • The cost of performing research (surveys, focus groups, etc.)
  • Cost of reprinting materials with the new logo
  • Signage changes to reflect the new name
  • Programming expense associated with changes to the branding elements in the computer system
  • Cost of promoting the new name via advertising, mailings, and promotional giveaways
  • Etc., etc., etc. (The list can keep going on and on.)

However, the less obvious costs must also be considered.  For example:

  • Lost labor.  Staff time associated with name change activities as opposed to normal duties is an expense.
  • Lost investment in the old branding.  If you succeed in cleverly linking the past and present, perhaps some of that investment will be salvaged.  If not – if a total break from the past seems advisable for some extreme reason – your effort in accumulated time and money will be totally lost.

Conclusion

Right now, we are still in the middle of a global health and financial crisis . . . so post-pandemic thoughts may seem somewhat premature.  Still, we wanted to introduce this kind of thinking now so you can subconsciously collect information as you go along that might prove useful in the future.   When that day comes, we have a number of blog postings that may be very helpful to you.  Be sure to revisit “Building Blocks: The Beginning.”  

The above illustration highlights just a few of the relevant topics worth reviewing.

Good luck. Stay safe.

If you have any questions or comments on this topic, we’d love to hear from you. Scroll down to the comments section at the bottom of this page.

Customer Service During Crises

Photo by picjumbo.com from Pexels

People are feeling overextended, underprepared, angry, sad, stressed, and scared.  Your customers, your staff (if you have one), you, and I are all likely experiencing some sense of these heightened emotions.  The extent to which these feelings exist in each person vary greatly as do their specific circumstances.  Generally speaking though, our “fight or flight” survival instincts (the body’s natural response to stressful stimuli) are lingering closer to the surface than usual. 

During times of crisis, you see evidence of this all around you:  the individual yelling at the cashier for the store’s “1 per person” limit; the beeping and yelling over that sought-after parking spot; and even an increased number of heated social media discussions that seem to have the voltage turned up a bit.  The beneficiaries of my stress . . . ?  These days, I find myself triggered by my children’s complaints of boredom (I suddenly channel my grandmother: “Be thankful you’ve got nothing to do, or I’ll give you something to do!”).  And God bless the telemarketer that calls my phone this month.

So what does all this have to do with your business’s customer service?  Chances are, your customers will have less patience than usual.  The person (or people) who works with your customers (even if that person is you) will probably have less patience than usual.  “The perfect storm.”  Unfortunately, any intense interactions will likely not be forgotten once the storm has calmed.  As illustrated by the info-graphic below, a disgruntled customer will process their feelings in one (or more) of a number of predictable and unfortunate ways. 

(Not topping the list of “What Happens After Poor Customer Experience”:
Customer will acknowledge that everyone is under a lot of stress and give the company the benefit of the doubt.)

How can we prevent ourselves from alienating customers during hard times?  Recognition is an extremely important first step.  One parenting mantra often repeated is, “Your child isn’t giving you a hard time; your child is having a hard time.”  This twist on perspective can easily apply to individuals of all ages who are having a hard time.  Before answering a phone call or responding to an email, take a moment to remember all the potential scenarios that people (including you) are dealing with right now:  serious health issues among family or close friends, loss of income and trouble paying bills, homeschooling children – in many cases – while working from home, etc.  Acknowledge all the weight that you and everyone else is carrying around.  Taking that moment will make a world of difference, I promise.

Going one step further, you may even want to solidify some more relaxed (short-term) customer service policies.  Formalizing a revised posture is particularly beneficial if you have employees that will be working with your customers during this time.  Having finite rules (that have been relaxed) will help your staff navigate this confusing landscape.

Good luck.  Stay safe.

If you have any questions or comments on this topic, we’d love to hear from you.  Scroll down to the comments section at the bottom of this page. 

Branding and the Pandemic

Today, my goal was to come up with a meaningful article about branding that offered some concrete tips useful in the midst of a pandemic.

Nothing was coming to me.    In search of inspiration, I went to google and typed “branding and the pandemic.”

In case you are wondering about the likelihood of those two terms together yielding any meaningful insight, I suggest you search the headline of this article yourself.  Ten full pages of results were returned.  (BTW—I stopped looking through the pages at that point because I grew tired of the exercise, not because the results stopped matching my request.)  The illustration below from page 1 shows some of the many different variations on the theme.

See the bottom of this page for our Special Offer.

Skimming through the headlines as well as a few of the articles, you’ll find that every imaginable subject has been addressed – the good, the bad, and the ugly.  While the amount of information is overwhelming, one fact becomes abundantly clear – branding is important during these difficult times and deserving of every bit of attention you can spare, even though no time and opportunity may seem to be available and the subject of branding may be the furthest from your mind and fairly low on your current list of priorities.

Many of these articles are good ones, and we suggest you use some of your many hours of isolation to acquaint yourselves with the range of insight and good advice being made available.

That said, let me ease your mind – we don’t plan to use this article to reinvent any of those wheels.  Instead, we will remind you to read our earlier pieces on Crisis Management and building some strategic plans for “Weathering the Storm” and identifying parts of your business that you might be able to re-engineer to function in a mostly online environment.

Assuming you’ve already acquainted yourselves with these bits of advice, today’s suggestion is one that might be deceptively difficult to execute:  spend some time on meaningful self-reflection.

  • Who do you think you are as a company?
  • What can you and your company do to ease the burden of the pandemic?  (ex:  make personal protective equipment; serve meals to first responders; deliver products to the elderly)
  • What impression do you want your customers to take away when linking your company name and the pandemic?  Will you be considered a valued member of the community contributing to the greater good?  Will you be thought of as being one of those organizations with so much talent and expertise that you were able to adapt your operations and offer a valuable product and/or service to others while existing under pandemic restrictions?

Once you arrive at an honest answer to these questions through this period of self-examination, what measures can you take to make that happen? Consider:

  • Who you have been (and whether that is who you want to be)
  • The steps you can take to be perceived in the desired way
  • The kinds of plans you can put into place to better equip yourself to deal with crises of this kind in the future.

Once you have a clear vision and understand your brand aspirations, we can help identify useful strategies to implement the results of your self-reflection.

Our Offer to You:

Feel like you need a little assist to make this self-reflection a meaningful and useful exercise?  If so, we’re happy to help other business owners identify opportunities to adapt their resources and skillset to aid their communities (just one of the ways we can do our part during these hard times).  We’ll also work with you on a plan for reinforcing your brand in a positive way while being of service to others.  Just let us know a little about your situation in the comments below . . . describe your business and expertise, and we’ll start brainstorming with you.

Be careful.  Be safe.  Embrace this opportunity to understand yourself and your brand better.  When the pandemic does finally end, you’ll be in a better position to resume more normal activities.