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Uniformity of Message
Posted by Karl | Posted in General | Posted on 20-02-2010
The most important element of your business printed material is not the presentation; not the graphics; not the layout; not the paper; not the fonts and colors.
The most important element of any business print job is the message – the printed word.
“Uniformity of message” simply means that all of your business communications relay the same message. This is a sub-set of “branding”, where imagery is also used in the creation of a corporate identity which the buying public instantly recognizes and comes to rely upon and trust.
Consider this:
Market flyer states you are the #1 reseller of widgets to the US Government;
but
Marketing brochure states you have just been appointed to sell widgets to the US Government.
While the two are not necessarily incompatible, it is strange that you claim you’re #1 in one piece of collateral but claim to be a new supplier in another.
This is an important point as customers will read more than one piece of your marketing and business collateral and such inconsistencies will stand out.
It is not simply the words and their meaning which should be the same, but the impression you are seeking to create. Being #1 at something implies you have been around for a while, or have cornered a new market. Being a new supplier indicates neither of these – their is lack of uniformity of message here.
