WHAT IS BRANDING?
Defining your brand
The big idea – what lies at the heart of your company?
Values – what do you believe in?
Vision – where are you going?
Personality – how do you want to come across?
Branding a business is to tell its story through communication elements such as corporate identity, packaging, stationery, marketing materials.
A common misconception is that a brand is simply a logo or identity. The logo is just one manifestation of a brand, although it’s often a top-level communication, seen most frequently by the greatest number of people.
It should therefore embody the key ingredients of the brand in a distinctive, recognisable marque.
Design is what translates the ideas into communication.
There are four distinct moments in the life of a company when the new knowledge obtained from brand research provides competitive advantage.
New Company. New Brand.
When companies are launched, brand research is conducted to first define the competitive set as it exists in the minds of the target customer and then to understand how to position the new brand in that set.
Existing Company. Brand Elasticity.
When companies want to offer a new product or service, they need to determine whether the customer will allow the brand to travel from the existing products to the new products. For example, when the Caterpillar Corporation wanted to move from heavy road grading equipment to footwear, brand research informed their decision-making. Merging Companies. Brand Architecture. When two companies merge, they develop a business strategy. Similarly, when two brands merge, they need to develop a brand architecture that defines how the two brands will retain their current customers and attract new customers.
Managing Companies. Managing Brands.
As companies mature, they seek business consultants to provide expertise in areas ranging from pricing strategies, to developing supply chains, to defining organisational structures. When companies seek to maintain the health and welfare of their brands, they should engage brand strategists to: develop brand-marketing plans that identify and measure customer choice; create new tag lines and logos; inform the development of standard guides that ensure universal expression of the brand; conduct "brand coaching" with both executives (so that they become the stewards of their brand) and customer-facing employees (so that they become managers of their brand).
Revitalizing Companies. Rejuvenating Brands.
As markets change and customer needs evolve, companies often lose their most profitable customers to new competitors. As their offerings become commodities, their brands become diluted. In essence, both their business and their brands have lost their meaning and relevance to their target customers. Brand strategists can identify the remaining equity in the diminished brand. Next, they can define the new brand promise. Finally, they can reposition the brand to its target customers.
PACKAGING DESIGN FACTS
Packaging graphics must do more than simply look pretty. They must work to cut through the white noise that is the crowded supermarket shelf, and attract a potential buyer. Once they attract a buyer's attention, packs don't stop working. Designers have to make sure they convey information, about how much they and their contents cost to buy, the ingredients they contain, and whether or not they can be recycled.
Packaging can serve as direct marketing that is related to advertising on television or in magazines. Consumers are alerted to the product through the media and then recognise it in the store through its packaging.
Packaging is an ideal site for advertising, because it is physically connected to a product and is taken into the consumer's home.
Building a story into the packaging of a product is becoming increasingly popular way to convey provenance and brand essence. Doing so allows consumers to connect with the product on an emotional level.
Our strategic design process that deliver successful brand solutions:
· Review - Knowing your brand – Research & category insights - What is your story
· Create - Bringing your story to life - Brand & Packaging creation
· Share - Apply to all touch-points - Effective and original solutions to work across any media
We provide a personal, hands-on service. Guiding you through the process of getting the best out of your product or ideas. We believe in creating a lasting relationship between client and creative, nurturing the brand that will grow and develop continuously.