Choosing an Appropriate Printing Partner

In today's economy, we all have to be more and more discerning about how and who we choose as partners to help us with our business challenges.

Do you know what to look for in a printing vendor?

We all need printed communication. From letterhead and business cards to catalogs and instruction manuals, the printing needs of a business are myriad. Here is a short list of what to look for in a potential printing partner/supplier:

• What is the range of their capabilities?
• Do they offer design services as well as printing?
• Do they offer both offset as well as digital printing?
• Can they bind or package your final product?
• Are there limitations on size of the final product or number of finished pieces?
• Do they offer mailing services?
• Do they deliver or ship?
• Do other people you know do business with them?
• What is their reputation in the community and their industry?
• Is their pricing competitive?
• What do they know about your industry?
• Do they ask questions?
• Do you know anyone at the company?

These are just "getting started questions" but we all have to start somewhere. Maybe you want to give them a trial job before you choose to give them all of your business. Be discerning, choosy and careful--but also be fair.

The Executive Pressman

Letterhead, Business cards and brochures

They are the basics of reaching out to your clientele:

• Letterhead
• Business cards
• Brochures

Your letterhead, even in this day and age of electronic communication, is critical. If you do invoices or formal printed proposals in addition to correspondence, you need letter head (printed and an electronic version). Your letterhead should include:

• Logo or recognizable header including your company name
• Street address
• Phone numbers
• Website and e-mails

Business cards play a similar role. While all of the contact information is there, the color and choice and placement of a logo is key to recognizable brand.

Brochures could fill a whole post just by themselves. However, the same rules apply recognizable as being associated with you and your company and with the rest of your communication.

The Executive Pressman

Brand consistency

Your brand is more than a logo. However, being consistent within your image and brand does extend to your logo and daily image creating items. This list includes:

1. Business cards
2. Letterhead
3. Collateral or website

Anything that you put out these items should project who you are from one platform or medium to the next. When devising or ordering each of the above items consider:

• Typeface
• Color of ink
• Type of paper stock
• Position of elements on the page or card
• Spelling and use of catch phrases

Use a designer if you can. A good printer or freelance designer in your area can help with the layout and production of these importnat tools.

The Executive