Time For Change

The elements and functionality of the basic stationery system continue to evolve. With the pervasiveness of email, pdf files, web and cell phones, people connect and do business differently. What does that mean for the “old standards”?

Business Cards

Today’s business card is on information overload. Current cards juggle multiple phone numbers, email, and web addresses as well as one or more street addresses. Logos include taglines and sometimes sub-taglines. Even mission statements and bullet lists of services and product lines are now included on cards. To corral the potential chaos, think carefully about the purpose of the card and how the viewer will use it. Some ideas for teaching your card some new tricks:

• Skip the extras. Cards are now an introduction typically followed by an email. You can include extra phone numbers, addresses and fax numbers when you follow up.
• Provide an offer. Turn the back into a coupon, or print a discount code
• Print smaller quantities. Online companies like Overnight Prints make short runs of full color cards affordable. Consider printing 100 with timely information, a tip or a link to a white paper. If you run into the same people over and over when networking, it’s a reason to give them a new card.
• Go Spartan: Print your name, company and email and offer to send your full contact as a Vcard by email. It’s a reason to follow up!

Letterhead

It is not what letterhead says, but how it is used and not used that is changing. Many businesses now use email for their primary correspondence. Sending invoices, thank you notes and proposals electronically drastically reduces the reliance on printed stationery. While situations remain where professional communication requires a printed letter, companies are considering other options for letterhead:

• On demand. Many are relying on color printers or pdfs for printing as-needed business communication and saving printed letterhead for a specific promotional mailing.
• For marketing, use the real thing. Do keep a small stock of professionally printed letterhead on hand.
• Keep it professional. Corporate address, main phone and fax numbers and website should be still be included. As always, reserve personal information, such as email and cell phone numbers for individual business cards, even if there is only one person in the business.
• Try a template. Have a version of your letterhead developed as a Word document and set aside an area to use for other communications. A text box can easily be changed to say “FAX” or “MEETING MINUTES”, keeping you consistent with little extra effort.

Envelopes

The standard #10 business envelope is still around. Known as the "bill" or "invoice" size, distinctive designs that stand out and beg to be opened are still important. Invest in having your logo printed in your corporate colors on paper that matches your cards and stationery. Mismatched mailings look unprofessional and derail your brand-building efforts.

• For larger envelopes and packages, print labels with your logo and address in color to match your cards and letterhead. Instant branding that’s worth the effort.
• Handwritten labels are acceptable and sometimes preferred for follow up.
• Don’t waste the good stuff on paying bills. Stock invoice or basic bond envelopes are fine for non-marketing mail.

Some things never go out of style

When developing a stationery system, don’t just think about what you "should" have, think about how you work and plan a system that helps you get the job done from both a practical and a marketing perspective.

As the President of Iris Creative Group Inc, Beth Brodovsky helps organizations and businesses use communication to build involved communities. You can reach Beth at 610-567-2799 or beth@iriscreative.com. Follow @bethbrodovsky on Twitter or connect at www.linkedin.com/in/bethbrodovsky.