How often do you find yourself second-guessing something you read online?
At a time when it seems harder than ever to know who or what to believe, your brand story really matters. Stepping off the digital treadmill and adding a tangible dimension with print, gives your message a steadying presence.
It’s not about ditching digital altogether, but rather blending trustworthy print with your broader strategy, so your story stands firm as we head towards the new year and beyond.
Take a leaf out of KitKat’s book. For over 50 years, the iconic chocolate bar hasn’t budged from its key message: “Have a break, have a KitKat.” The brand’s positioning – breaks are good for you – has stayed solid since the 1950s. That’s decades of telling the same story.
And guess what? People recognise it instantly.
According to marketing professor and award-winning columnist Mark Ritson, many marketers tie themselves in knots chasing the next shiny thing, instead of locking down their core story and repeating it consistently.
This is where print shines. Print lets you repeat your message without chasing algorithm changes or competing with that 10-second viral video trending online. A well-crafted brochure, postcard, or leaflet sits with your audience far, far longer than a passing social media post. It’s like building a familiar chorus in a song – your customers know what to expect and trust you for it. In a noisy world, that steady rhythm of repetition sets the stage for real brand storytelling that’s built to last.
What’s your brand’s core message? Your story should stem from what you value most – those core beliefs that define who you are and what you offer.
Being genuine isn’t a marketing gimmick; it’s the bedrock of trust. If your values say, “We’re here for the long haul,” then show it. If your story is about offering comfort, highlight it in your materials, tone, and approach. If it’s about adventure, let your images and layouts transport readers to new places.
Print Wisdom® is central to our brand’s ongoing narrative. So much so that we’ve trademarked it. It’s about combining marketing know-how with a deep understanding of print production. This isn’t a short-term tagline; it’s a consistent theme we’ll keep weaving through our communications in the years to come. By doing so, we’re embracing that KitKat-like approach: say it, show it, repeat it.
The digital world changes in a heartbeat. Platforms tweak their rules, interfaces morph, and entire communities can vanish overnight if a social network decides to pull the plug. If you’ve spent months building a following on a platform you don’t control, a single policy shift might mean losing your audience.
Print, on the other hand, is yours. It’s your words, your images, your layout. No one can move the goalposts because it isn’t part of someone else’s network.
Social media is great for reach; consider it like a first introduction. But you don’t want all your storytelling living on borrowed ground. Use socials to pique interest, then guide people onto your own platforms like your website, email list, or, yes, a beautifully crafted print piece. It’s a bit like dating: you don’t stay on the app forever. You move to more personal channels where you set the terms, show your true self, and build real connections.
The misconception that digital is always greener than print runs deep. But consider the invisible carbon footprint of server farms, data centres, and all that endless scrolling.
Paper – when sourced responsibly – is renewable, recyclable, and part of a natural cycle. When you hold a printed piece, you’re handling something that can be recycled up to seven times. Meanwhile, the energy that powers a thousand emails is a one-shot deal, evaporating into the ether.
This doesn’t mean going full-on anti-digital…not at all. It’s about recognising print’s place as a stable, sustainable, and sincere part of your marketing mix. It’s about seeing beyond assumptions and embracing a medium that’s been “dying” for decades, yet still stands strong, offering a slow-and-steady sense of trust that marries with your brand story.
Budgeting your brand storytelling efforts should be as balanced as the story itself. The 70/20/10 rule suggests you put 70% of your marketing spend into proven methods – the channels and techniques you know deliver results. Print belongs in this section, reliably communicating your message. Then there’s the 20% for possible winners and 10% for wild experiments.
This blend keeps your brand fresh without throwing away everything that’s already working. After all, consistency doesn’t have to mean being stuck in the past. It just means you’re grounding your risks in a core story that never wavers.
As we approach a new year, consider how your brand story can stay steady in a digital world full of twists and turns. By embracing and strengthening your story, you’re building a legacy. Ready to explore how our Print Wisdom® can help shape your next chapter? Get in touch and let’s make your story something worth revisiting again and again.
Gill Robinson
18th December 2024
by PAGE