| There is more to mailing than plunking your materials in a box, affixing a standard label and shipping it to the customer. The way your products or information is packaged and identified, and what information is included with the merchandise are important factors in managing your brand on the back end.
Branding efforts must recognize the importance of maintaining a quality experience and consistency all the way into the client’s hands.
Extending the brand impression requires attention to detail.
Consider:
• Customized mailing labels
• Special packing material
• Customized packing slips
• Customized boxes – maybe printing your brand logo on the
exterior or always using a special color box or shipping envelope.
• Gift Boxes, personalized gifts cards
• Specialized wrapping paper
Be aware of the quality of additional information inserts in your newsletter or monthly statement mailings. The excitement created by a snazzy anouncement versus the ho-hum response of a photocopy on color paper can affect the response of the best campaign.
How important is your brand identity to your clients?
The value created by a brand is based upon product quality and consistency. Back end processes are an opportunity to extend the value of your brand and create a “wow” experience, whether you are distributing from business-to-business or business-to-consumer. | 