We all like to cut financial corners sometimes especially in tight economic times. However, at what point does it start to work against you or even damage your brand image or business?

I will use a company’s business card as an example to tackle this question. What is a cheap business card? Well, if you are only spending $20 (where there has been little if any thought put into the design), then you can consider this cheap.

As a business owner you want the person you are giving a business card to, to have a certain impression of your company. Design, paper choice and the type of printing all add to this impression. For example, if the paper is too flimsy it can communicate that you ‘cheaped-out’, are inexperienced or unprofessional.

If you are a public company or government agency, you will not want to give the impression that you are spending all the investor’s money on ‘fancy’ stationery and design. So you may want to avoid using a really thick paper for your business cards.

Getting your business card to communicate the required experience is a fine balance. It is in your best interest to hire a certified trained professional to bring their years of experience to solving your communication and design problems. A trained graphic designer will understand your required needs and will know how to express them in a way that will resonate with the required target audience communicating the required message.

Where and how you have your card printed also leaves an impression. The worst thing you can do as a business owner is to print your business cards on your own office printer. It communicates that you are not going to make that extra effort to ensure a good client/customer experience and that you ‘cheaped-out’.

I strongly recommend that as the bare minimum you use a company like Clubcard where you can get very good quality cards for a good price. Ideally, hire a printer (or have your graphic designer co-ordinate this on your behalf) where you have total control over colour, paper choice and an array of finishing’s like rounded corners, embossing and different varnishes to mention a few.

First impressions are critical. You want it to be a good one. Ever shook someone’s hand and it was all flimsy (not good,right!). Ever had a rotten first date or met the parents-in-laws for the first time and you called them by the wrong name? First impressions last, sometimes for ever.

To answer the initial question ‘Does a cheap business card cheapen your brand’ I would very loudly say “YES”. As a person’s experience of your company is essentially your brand, if you do economize too much on your business card (or any other area of your company) then, yes, it will cheapen your brand.

As one of people’s first impressions of your company will be your business card, MAKE SURE it’s a good one.

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