Brand Strategy for Print Companies
Print companies, like many others, frequently find themselves rebranding. Whether it’s due to market shifts, acquisitions, or diversification, rebranding can be both a challenge and an opportunity. However, rebranding is not just about aesthetics; it’s a critical step in aligning the business’s vision, messaging, and values with its goals.
In this post, we’ll explore brand strategy specifically for print companies, touching on rebranding, strategies post-acquisition, creating sub-brands, and navigating branding during divestitures.
What is a Brand Strategy
A brand strategy is a comprehensive plan that outlines how a business will present itself to its target audience. It encompasses the company’s mission, values, positioning, and visual identity, ensuring these elements align with its long-term objectives. A successful brand strategy builds trust, fosters recognition, and differentiates a company in the marketplace. For print companies, this means focusing on what sets their services apart and communicating their unique value effectively to customers.
What Branding Strategies Do Print Companies Face Often?
Print companies encounter branding challenges like any other business. However, their unique positioning in a fast-evolving industry introduces specific strategic questions. These often revolve around maintaining relevance, integrating new offerings, or managing multiple brands within a portfolio.
The Brand Strategies We’ll Cover Here Are…
- Rebranding a Print Company
- Acquisition Brand Strategy
- Creating a Sub-Brand
- Brand Strategy During Divestiture
Rebranding a Print Company
Print companies rebrand for a number of reasons.
The truth is that when doing a standard single company rebrand you can safely follow the steps that all companies across every industry should follow. The difference is that when it comes to the messaging and positioning you can focus more on what’s important to print buyers today and the prospects for the future of your business. In other words, be more responsible and intentional about your brand this time around.
Without going into a ton more detail we can direct you to an article we wrote specifically on how to rebrand your print company which you can view here.
Branding a Print Company After an Acquisition
In this section we’ll talk about when your print company acquires another company. When doing this the purchasing print company is faced with having to either fully absorb the company and kill the brand of the company they purchased OR keep the existing brand of the newly purchased company and operate the two brands independently.
There really is no right or wrong here.
In most cases if the company being purchased has a strong brand identity that is a big part of its value then you should leave it in place. But if the brand of the new company isn’t that strong then you can cut it without much fallout.
The biggest problem you have to deal with internally with either decision is the psychological impact and results that come from the employees of each company. If you absorb the purchased company and kill the brand, the new company’s employees may be resentful, but if you keep both brands then there may be a rift between the employees of each company causing push back and friction.
Creating the Brand for a Print Company Sub-Brand
Something that many print companies end up doing is creating new products or services that they plan on selling to their customers. This is where many print service providers consider how to Brand the company if they choose to create a Brand for the new product or service.
Some companies will choose to turn that new product or service into a company of its own which puts you in a position to consider many of the items discussed in the branding after an acquisition section. Doing this is called a flanker brand if we’re getting technical.
But you can also simply brand the service in a way that doesn’t require any change to the existing brand. Using product naming strategies and giving them their own unique identity can easily be done and in many cases create a high value perception of the product or service.
Brand Strategy After a Divestiture
When it comes to issues with the brand after you have spun off a part of your print business typically only involve whether or not you can continue to use certain branded elements. For example, if you had a branded product and it was referenced in other areas of the primary print company brand, you’ll have to stop referencing it in almost all cases.
But other than that you can usually keep the brand you’ve been using up to this point.
Branded House vs. House of Brands
For the most part when it comes down to it, if you are a print company considering a rebrand and it’s not just a standard single company rebrand then you are going to be thinking about multiple brands and how to deal with that from a rebranding perspective.
This is a decision on choosing between a “Branded House” and a “House of Brands”.
These differ in very specific ways.
Print Company Branded House
In a Branded House strategy, all products and services are marketed under a single, unified brand. This approach emphasizes consistency, streamlines marketing efforts, and leverages the parent brand’s reputation.
Examples of print companies using a Branded House strategy include…
Xerox – Known for innovation and reliability in printing and document solutions.
HP – Offers a wide range of printing technologies under a cohesive brand identity.
Canon – Maintains a strong global brand across its imaging and printing divisions.
A Branded House approach works best when the parent company’s name carries significant weight and its offerings cater to a similar audience.
Print Company House of Brands
A House of Brands strategy involves managing distinct brands, each with its unique identity and target market. This approach allows greater flexibility but requires more resources to maintain multiple brand identities.
Here are examples of print companies that use the House of Brands Strategy…
Cimpress
Formerly known as Vistaprint, Cimpress is a conglomerate specializing in mass customization. It owns various brands, including Vistaprint, National Pen, Pixartprinting, and ExaPrint, each serving different customer segments and regions.
Shutterfly
Primarily recognized for its photo printing services, Shutterfly manages several sub-brands such as TinyPrints, Snapfish, Spoonflower, Shutterfly Business Solutions, and Lifetouch, offering a range of personalized products and services.
Taylor Corporation
A privately owned printing company based in North Mankato, Minnesota, Taylor Corporation comprises more than 80 subsidiaries, including Carlson Craft and Curtis 1000, providing various printing and marketing solutions.
Quad
Formerly Quad/Graphics, this company has expanded beyond printing into marketing services. It operates multiple brands, including BlueSoho and the creative agency Betty, consolidating its creative capabilities.
This strategy suits companies with diversified offerings or those operating in distinct market niches.
Developing a robust brand strategy is essential for print companies navigating rebranding, acquisitions, or diversifications. By aligning branding efforts with business objectives and market demands, print companies can strengthen their position, foster trust, and drive long-term growth.