American Speedy - Marketing • Print • Mail
4830 N. Harlem Avenue
Harwood Heights, IL 60706

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4 WAYS E-COMMERCE SITES BRING BETTER BRAND CONTROL AND CONSISTENCY


By Joe Harrison

No matter how careful your organization may be,
there’s always a chance for brand inconsistencies
to creep into your marketing communications
over time as your business evolves or your staff
changes. In fact, your organization may be especially
vulnerable if:

  • You operate several locations
  • Your marketing materials are accessed by multiple people
  • Your printed materials require frequent updates
  • Even the smallest breaches in brand consistency, such as differing colors or fonts, competing messaging or confusing wording, can do some major damage. According to a survey by Demand Metric Research Plus, 71% of marketers and brand managers said that brand inconsistencies result in market confusion, 56% said they result in harm to your credibility and 30 percent said they make it harder to compete.

    So, the question is, how can businesses, organizations and nonprofits protect themselves from harmful brand inconsistencies? Marketers looking for a better way to manage their brand assets might consider a web-to-print solution (W2P) also known as an online order and print fulfillment system.

    Here are four ways e-commerce sites can offer a competitive edge and streamline your organization’s marketing dollars:

    1. Centralize control.
    When brand standards are controlled through an e-commerce website, you can greatly increase the consistency and accuracy of your marketing and sales materials by having your most current versions of documents available to all who need access.

    2. Increase impact.
    Cut turnaround time while you empower multiple users to reach your company’s communications goals. Your marketing gets more relevant when you can easily localize your content for powerful, personalized messaging.

    3. Monitor spending.
    With a system in place, you can track both usage and purchases across employees and offices. This information can be used for further marketing and sales efforts as you determine what’s being used and where you can trim expenses.

    4. Improve efficiency.
    By consolidating your organization’s communications resources, you can leverage your buying power while avoiding the “one off” spending that often occurs in regional offices or with remote employees.

    Want better control over the consistency of your brand? Contact American Speedy Printing – Marketing Print Mail to learn more about how a convenient and user-friendly web-to-print solution can better equip you to streamline the ordering and management of your marketing and business materials.

    Joe_Harrison
    Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.