Custom Marketing Kits – Develop Your Brand & Business

June 14, 2016

Developing Your Brand with a Business Marketing Kit

Marketing is how any business wins customer interest, customer purchases, customer satisfaction, and, ultimately, brand loyalty. This last piece is key—it’s essentially how a business stays in business. Contrary to what most people think, a brand isn’t a logo; rather, a logo is a symbol that identifies a brand. Effective branding should embody the principles behind your business’s products, delivering a promise that customers can, and will, believe in. Consistency builds brands, and brands build business. With that in mind, the importance of creating a consistent brand image cannot be overstated.

 It goes without saying that your website, social media presence, online and print advertising, direct-mail pieces, business signs, and customer reviews should align as much as possible so that people form the opinion you want them to have. But if you’re looking to take your brand to the next level, your business could benefit immensely from the growth opportunities that an effective marketing kit can create.


Exactly what is a marketing kit and why do you need one?

Think of a marketing kit as a portfolio that showcases your company’s products and services. More than that, it’s an invaluable tool for attracting new customers, educating existing ones, forming new partnerships, educating suppliers, and informing media prospects. Ideally, your marketing kit should make people stop and think, “Hey, this company really understands my problem! They’d be the perfect one to solve it. I could really use them for my upcoming event.” At the very least, it should make them feel your company is worth a closer look. 

Before you do anything else, brainstorm.

Start by focusing on what matters most to your target audience. While it’s tempting to get excited about your vision and think from a “you” point of view, marketing materials, no matter how colorful, clever, or creative, are completely useless if you’re not speaking to your customer in a way that makes them want to choose you.

  • Start by asking yourself, “Who is our target audience?” Get as granular as possible, profiling your customers as people with specific roles and interests. Are they men, women, or both? Are they engineers, sales managers, parents, or CEOs? Exactly who will be reading your materials and why?
  • Identify the problem your product or service solves for your customer. What are their top 3 frustrations? How can your product potentially address them—and address them better than your competitors can?
  • Draft statements that speak to your audience. Use words and phrases like “you,” “you can,” and “you’ll be able to.” Focus on them, not yourself. Check your copy for “I” and “we” language and strike it unless completely necessary. The customer isn’t interested in what you want! Verbs, action words, and language that promises to “do something” will go a long way in winning customers over. Keep your message simple and focus on benefits to the customer at all times.

So, what should go in your marketing kit?

Build a marketing kit like you’d build a house. Start with basic foundation pieces like flyers, brochures, and business cards, then add layers that educate your customers about who you are, what you do, and how you can help. This is where you can get creative! But before you start filling your marketing kit, you’ve got to have something to put all the pieces in. If your marketing kit is a house, your product sample case, pocket folder, or custom binder is the lot that house is built on. Binders.com (VIP/ATC) offers a fully customizable range of attractive and functional marketing kit solutions that will help you and your brand stand out in all the right ways. Now, back to what goes inside:

  • List of products and services. Make it easy for people to understand at a glance all of the key products and/or services you provide. What seems obvious to you may not be to your audience. People are busy, easily distracted, and bombarded with marketing messages on a daily basis, so be clear and concise about what you can do for them and why they should choose you.
  • Product samples. You can talk about your product all day long, but what better way to engage your prospective customer than allow them to experience your product for themselves? Whether it’s swatches, sample-size products, or a trial version of your software on a disc, letting your customer interact with what you’re offering is a highly effective way to make the possibility of doing business with you feel real.
  • Customer testimonials. Nothing sells your products more effectively than people who have used them and love them. Solicit testimonials from your customers and clients and offer a small incentive where possible to encourage them to give feedback. For the purposes of your marketing kit, the most compelling testimonials will be ones from customers whose needs and interests mirror those of the customers you are trying to land.
  • Case studies. If you’re a consultant or solutions provider of any kind, case studies are extremely useful in explaining to prospective customers what sort of problems you solve, what sort of results they can expect, and in what time frame. Case studies put theoretical problems into real-world scenarios to concretely demonstrate potential benefits and outcomes in terms your audience can understand.
  • Process description. If you provide a service, be it technology or interior design, showing clients what your process looks like from start to finish can help them picture the possibilities. Decisions are emotional, not rational, so aim to evoke an emotional response by using a combination of graphics, pictures, and language that gets customers to put themselves in the scenario and reach their own conclusion about what’s best for them.

Binders.com (VIP/ACT) can help you decide what’s best for you, too. The good news: You’re already halfway there! The decision to invest in your brand’s image and message is one of the best business decisions you can make. Our in-house experts will collaborate with you to develop a creative and compelling marketing kit that speaks to your audience and elevates your brand. Contact a VIP/ATC sales representative today and start envisioning what’s possible.