In marketing a new product, the key focus should be one of brand and business image. The most efficient way to build brand image is through the creation of custom labels.

It is crucial that the proper amount of time and effort is put into this process, as a product's custom label can either vault it to success, or prove its ultimate downfall. More often than not customers will in fact judge a book by its cover and base their purchases on which product they perceive to look better. It is this that makes labels so important, and why they are the product marketer's chief tool of promotion.

The label will effect both a product's short term sales, and long term marketability. It will be the first impression on consumers, and the most important. As such, no corners should be cut in this critical step and budgets should be allocated accordingly.

When it comes time to choose the type of press, printing digital labels is most often the best choice. Within the last decade digital presses have truly come into their own, and offer many advantages over the more traditional flexo press.

With digital printing the image goes direct from the computer to the press, with no hassle in between. Digital printing does not require color plates to be made for different colors of ink, saving both valuable time and money over traditional presses. Additionally if changes need to be made, they can be instituted immediately, rather then needing to halt production to alter the plates.

Perhaps even more important is the digital presses ability to print what are known as 'gangs'. This is a process by which the press can combine multiple labels into a single job. As long as all the pieces use the same paper and are the same size, they can be combined and made all at the same time. With this technique a company can efficiently create labels for products with different packaging at a fraction of the cost that a traditional press would require.

With label printing firms having a larger and larger online presence, its easier than ever to take the plunge into producing custom digital labels. All it takes is a little resourcefulness and creativity to give a brand the recognition it deserves.