Getting the right image across on paper

According to research from Conqueror, the leading UK paper brand, 90% of SMEs say that attention to the 'little things' such as letterheads and other paper based corporate communication material makes a big difference to their image with customers. This is in spite of the rise of digital communications. So what can SMEs in particular do to present the right image with paper-based communications?

The speed, quality and increased affordability of computers, desktop printers and digital cameras means businesses can produce printed communications of a quality that would have been impossible just ten years ago. Despite the often widely debated concept of the paperless office, paper continues to underpin business communications, especially when communications objectives require more than speed alone.

There has been a recent shift towards more innovative and exciting papers. No longer are you confined to the traditional vellum laid products that have often been the product of choice for business communications. Indeed, papers are increasingly being selected to differentiate businesses from their competitors.

With this wide choice and the need to present the right image in mind, here are some of Conqueror's tips to help you enhance your business stationery:

• Independent research found that 57% of customers feel valued when they receive something on quality paper, so don't use a weight under 100gsm as lighter papers can look flimsy and unprofessional.
• If the written content of your letter requires you to print on a second sheet, use a branded continuation sheet.
• To strengthen your image your branded headed paper should match your business cards, compliment slips, website and all other communications.
• Envelopes can also be a great door opener, provided the quality is right. Direct mail delivered in a high quality envelope, which coordinates the material inside, feels more personal, which means it's more likely to be opened and read.
• Watermarking can provide distinct differentiation within business communications. This can either be the mark of a trusted brand such as Conqueror or bespoke watermarking with your company logo.

Conqueror has developed an online business image guide to enable SMEs to review and improve their image through external communication. Available at www.conqueror.com/image, the site offers an online benchmarking tool, tips and an interactive paper decision tree to help select the right paper.

© Titman Firth 2006