One of the most common direct mail pieces is a postcard because of the low-cost and ease of design. Often, a company will not send a postcard only once but rather several times in waves because many know that reaching an audience requires persistence. With this in mind, it is important that your postcards consistently convey your brand no matter the design or layout.
Your brand is what tells faithful consumers that they can trust your product. Being consistent with your brand design will help when creating loyal customers. Your brand should always have the same feel and look so that it sends the same message whether on a product label, brochure, or postcard.
A logo, colors, tagline, fonts, or images that always portray a certain message are all a part of branding. Depending on your company brand, each should be considered when designing your postcards:
• Your logo should remain basically the same on all of your postcards, except for changing the size when necessary.
• You may not want to use the same color scheme for every postcard, unless color is a large part of your brand, such as with Coca Cola. You will want to use colors that create the same feelings, though.
• A tagline will need to convey the same idea but can vary in wording every so often.
• Using the same font type each time can also help consumers to easily recognize that a postcard is from you. Be sure that the font is easy to read in most sizes.
• You do not need to use the same picture for every postcard. Change your photographs but use those that have a similar idea. If you want to be seen as a family-friendly company, use pictures that accurately portray this image.
Consumers want brands they recognize and can trust. So, always tailor your design to your brand so that when your clients receive your postcard in the mail, they want to know what you have to offer.
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