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Your Documents Live or Die by Your Brand

Your Documents Live or Die by Your Brand

We have all heard the sayings, “Dress for the job you want, not the job you have.” or “Look good, feel good.” Now obviously these are catered to the individual but shouldn’t they apply to your business documents as well? Every piece of content or document you produce should have a branded and professional appearance. You should not be sending out, for instance, a whitepaper, a case study and a proposal that look like they came from three different companies or even worse, coming from the same company but 2 decades apart.  In a recent survey of brand engagement:

63% of consumers say they have engaged with disappointing brand content.

While that stat may not be shocking to you, the next one should be.

23% of those said they will never read that brands content again and over 50% said they are unlikely to read that brands content again.  

So you may have just lost 50% of your business not because of what you said but how it was presented. That’s a pretty staggering number. So what are the steps to ensuring a quality branding effort for your documents?

Create your Template

You should have a basic understanding of how your document should look. Here are a few things that should remain constant throughout each document you produce:

  • Logo and logo placement
  • Colors – Specific color numbers. “Blue” and “green” don’t cut it when designing a quality document
  • Font, font size and font weight – This should include every possible style of font you use from paragraphs to quotes to your different header styles
  • Margins – Margins between words. Margins between lines of text. Margins surrounding the page. Spacing is important.

Use your Template

This may seem like an obvious step 2 but this is where many people and companies fail. I’m sure you have experienced this before, you have your content ready to go, you are on a tight deadline and don’t have the time to send to your designer to get your content into your template and the next thing you know, you send out something you probably shouldn’t have. So what is the answer to this question, use a document creation solution that does it automatically. You focus on your content, it will do the rest.

This may seem like an obvious step 2 but this is where many people and companies fail. I’m sure you have experienced this before, you have your content ready to go, you are on a tight deadline and don’t have the time to send to your designer to get your content into your template and the next thing you know, you send out something you probably shouldn’t have. So what is the answer to this question, use a document creation solution that does it automatically. You focus on your content, it will do the rest.

Now that we have covered this topic, you might want to take a look at few key points to remember when thinking about your page and overall document design which are explained on our post Controlling your Page and Document Design.

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