Address their concerns rather than tooting your own horn, you can do that in your follow-up. Your postcard is not place to discuss you, but what you have to offer to your customer, or how you can help your customer. You need to have a unique selling point (USP).

You can expand limited amount of space on post cards by using certain fonts and typefaces. Just be sure that they are readable to everyone. Remember, people over 40 start having a hard time seeing all that tiny print.

So start making post cards a part of your marketing campaign. You can also use them to announce a seminar, extend an invitation to your new website, make an announcement (new product, new store location), etc. I am sure if you brainstorm you can think of a myriad of ways you can use postcards.

Copyright 2003 DeFiore Enterprises

A logo is only one manifestation of brand identity, used to create a memorable impression, but it is useless if you have not clearly defined your audience and focus of your business. There are plenty of clearly branded businesses using only consistent fonts or colors in their marketing collateral. But whatever you decide chose one image to stick with through all your business communication, and make sure that image is professional. In other words, if you do not have resources or finances right now to have a professional image developed for you, work with less, rather than using badly formatted clipart or a layout that makes you look amateurish or cheap. That approach can only hurt your business and your brand, so find level that works for you without a negative effect.

Once you determine what brand you want to create, and have developed an identity to accompany it, work has just begun. You will need to vigilantly reinforce your brand every moment you are in business. Your brand needs to affect everything your business does, everything you and your employees say, and every bit of information that comes out of your office. Letterhead, invoices, proposals… these should all consistently promote your brand. In your voice mail, in your email sig, and every time someone says, "What do you do?" your brand should come out to shine. Domain names and web site content should, again, reinforce your brand. Everywhere you use your brand with consistency, you are communicating with voice of your company.

Be aware, though, that this does not happen overnight - your brand will need to build over time. Develop a strong brand, and use it consistently, and more and more often, your brand will pop into people's minds when they have a need that you can provide.