At Print Resources I am very fortunate to have worked with some extremely well respected and well run organizations including a diverse group of companies, from large National retail chains to local Minneapolis based businesses. One goal that every one of the many corporations I have worked with over the years will always have in common, is staying relevant to its target market.
So why do companies rebrand themselves? They need to stay relevant in the eyes of their consumers. Take our business for example. 30+ years ago when the CEO of Print Resources started in the print industry, the mass of clients he did business with purchased custom printed business forms. As technology changed so did the makeup of our business. What used to be custom printed business forms now is generated with a desktop printer on blank paper stock. Sales started to decline and our business needed to evolve. But along with new technology, came new opportunities and powerful new tools. While our core business remained to be print, we diversified into additional market segments including creative marketing, web development, and multimedia production. Our clients, however, still viewed us as just a print company. We needed to change the way our clients thought of us, we needed to stay relevant.
In 2011 Print Resources implemented a major rebrand with a specific focus on the 4 divisions, including our creative marketing, printed products, web development, and multimedia production. The rebrand was an overwhelming success, by not only increasing revenue with new client partnership, but brand recognition expanded revenue through new channels of business.
Take a moment and reflect on the current position of your business. Then ask yourself, is my business still relevant in the eyes of my consumers?
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