Branding 101: Using Custom Printed Envelopes to Reinforce Your Branding

Meet the writer: Karen Pieper

Hi, I'm Karen! I've been in the industry for 21 years and can't wait to share my perspective on all things direct mail. I'm currently the Digital Marketing Manager at Letter Jacket Envelopes and deal with tasks from managing the website, facilitating conversations with customers, and much more!

Your business has likely spent a great deal of money creating, establishing and reinforcing its brand. Sending direct mail is a large component of this process. The offers and information you include all serve to remind your recipient of the promises your brand upholds. They can see why your brand is something they can identify with, and someone they would want to do business with from now into the future.

After all this hard work maintaining a brand image, why miss an opportunity to include your branded message on an envelope? Part of the power of direct mail is the ability to create a brief one-to-one connection to your customers with a compelling message. That moment begins with the very second that they pull your envelope out of the mailbox. Make every second you have count by letting your recipient know what your brand stands for right there on the envelope. Here are some ways how:

Using a Logo or Branding Imagery

A logo acts as an ambassador for your brand. Undoubtedly, your company has taken great effort to find a way to package your values into that logo. Well-crafted logos can trigger the desired emotion the instant someone lays eyes on them.

Your direct mail campaign can make use of this effect by incorporating your business logo right there on the envelope. The recipient can already have an idea of what to expect from the contents of your mailed message based on the logo presenting itself on the envelope. Even better, the message or offer itself can create emotions that are transferred back to the logo on the outside. This process of brand reinforcement can continue cyclically thanks to consistent use of your brand’s imagery.

Likewise, some brands have associated trademarks or product lines with their own set of branding and imagery. These campaigns are usually designed to appeal to a particular niche or market segment. Make use of the efforts your business has taken to construct these service or product line expansions by using their associated logos, mascots or ad campaign materials on every envelope you mail. Your target audience will love seeing that the segment that appeals most to them has taken the time to send them a personal message.

Printing Slogans or Copy

While a picture can be worth a thousand words, a few words may be worth a whole book collection. Smartly-worded ad copy printed on an envelope can compel someone to act urgently, including the process of opening the envelope to begin with. You can help cut to the chase and let someone know what you have to say without wasting a single second.

Slogans can offer a similar function to both ad copy and logos. They evoke your brand’s values in a few words, poetically encapsulating what your brand offers to its customers. Be sure to use any advertising slogans you think might be relevant to direct mail recipients on the envelope itself to effectively communicate the way your brand can make customers feel.

Using just a few words or even a carefully-selected color palette can go a long way towards cashing in on the trouble your branding department has taken. However, a poorly printed envelope can do more harm than good. Only high-quality custom printed envelopes can successfully follow through on what your brand is trying to say.

Letter Jacket manufactures and prints all of our products in-house to ensure the best quality control and most efficient production process. Visit our testimonials page to learn more about how we can exceed your wildest expectations and contribute to your brand’s good name.

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