Using business stationery to create the right brand image

Few people consider the message they’re sending with the stationery they choose to use in their business.

It might sound strange, but even something as small as the choice of business envelopes can have a large impact in the overall perception of that business.

Choosing the right stationery is, therefore, something that all small business owners should be considering as a part of their path to growth. We live in a world where perception is everything, so it’s important to make the right impression with every communication.

But how does a small business choose the right stationery for them?

Assessing the needs

First and foremost stationery is a tool, a tool that serves a purpose. So the first step in choosing the right stationery is to determine what the individual needs of that business actually are, and then make a shortlist of the stationery that satisfies those needs.

With envelopes, for example, dimensions and weight matter, so a business would have to consider the kind of mail that they send most and determine the right selection of sizes and weight ratings. This is before even considering choosing customised branding and colours.

This says a lot about a business – and it’s all positive. If a business is good at understanding and satisfying their own needs, they’re going to be able to do so for their customers as well. A business that shows obvious signs of poor decision making won’t inspire brand confidence.

Making it personal

With the needs of a business established it’s time to put that unique stamp on the stationery, to ensure that brand identity is always maintained.

One of the most important elements of brand identity is cohesion – namely all of the items have to look like they come from the same business. Whether it’s a pencil, envelope, notepad, or anything else, it all has to scream one business.

This is where it makes sense to choose a defined colour palette for a business. Coca-Cola for example, has black, red, and white. Those are “their colours” and their branding follows suit, in order to make them as easily identifiable as possible.

Choose a colour palette that’s identifiable, different from the norm, yet not too extreme – the goal is to convey professionalism after all. With that, set to implementing any other personal branding touches such as statements or logos.

The world’s biggest businesses use branded stationery, thanks to online printing it’s now affordable and accessible for small businesses too.