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Becoming a Part of the “Inner Circle”

By Bhavna Bhatia

Inner Circle
We all want to solve the mystery behind what motivates people to make the purchasing decisions that they do. Why do they choose one company over the other? Or one brand over the other? According to a recent article on Business News Daily, 92 percent of people make their purchases based on word of mouth.

Additionally, the latest Nielson Advertising Report reveals that branded web sites have higher influence on consumer buying decisions than advertisements.

If you’re one of those companies that spend a fortune on creating advertisements and promotional materials, it is time to rethink your strategy. These findings tell us two things: that we need an established brand and then we need to make sure people know about it!

The goal is to get into people’s “inner circles”, to be the brand they talk about. So your new strategy is simple—first, you have to build a brand, and then build awareness of it.

How do I build my brand?
Brands are defined through identifiers. These identifiers are what people associate with your company, product or service. Identifiers can include:
• Logos
• Names
• Slogans
• Songs

Once you have designed and developed your identifiers, you want to get them noticed! Place your identifiers on everything that reaches the public eye. Here is what you should do:

• Make sure that your company name, logo, and slogan are included on every web page on your web site.
• Include your company’s URL in the signature of every outgoing e-mail.
• Customize every piece of business stationery, including letterheads, envelopes, business cards, flyers, and use them for everything you send out!

Implementing these simple things into your branding scheme will ensure you get noticed and remembered. So, let’s recap, why is branding important?
• It gives you a uniform and consistent image
• It allows you to build awareness in a memorable way
• It increases likelihood that you will be talked about, and hence a preferred choice for consumers

When people are uncertain about what to buy, they depend on the opinion of their inner circles and branded web sites. If you want to be “in”, then shift your efforts to strengthening your brand in a way that makes your company, product or service worth talking about.


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