Think Brand Identity is Just a Clever Logo or Slogan?
THINK AGAIN. BRAND IDENTITY IS ALL ABOUT REPUTATION.
Too many companies believe that brand identity is just a cute logo or slogan, but those aspects are two-dimensional. A brand’s identity depends on how buyers respond to the brand. Initially, it is based on the customers’ perception. But ultimately, it’s based on the...
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Brand Position Starts with the Category
EVERY CATEGORY CONTAINS MANY BRAND POSITIONS
Brand position in its most general sense comes down to the simple questions: “What category are you in?” and, “How are you located and ranked in that category?” A category is the type of goods or services that the brand represents. Is it legal services or is it a...
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Corporate Branding Captures a Company’s Persona
FOUR REQUIREMENTS OF CORPORATE BRANDING
Corporate branding is so much more than a cute logo. When done well, it encapsulates the whole personality of the corporation and indelibly imprints that image into the minds of the general public. Corporate branding is a process. It is a step-by-step discovery of...
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Good Product Positioning Examples Abound
VW, VIRGIN, WALMART, MICHELIN—JUST FOR STARTERS
Product positioning examples are all around you. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Here are just a few examples of products that have done a good job of positioning themselves: 1....
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Brand Name: 5 Questions to Answer When Naming a Brand
SHOULD DESCRIBE THE PRODUCT, THE PRODUCER, OR THE ATTRIBUTES
A brand name is the actual word or words that identify a product or service. It can also serve as the logo, describe your end-user, and more. The brand name is not necessarily the logo, however, but it can serve as one if always represented in a signature font like...
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Brand Design Starts at the Drawing Board
BUT IT DOESN’T END THERE, NOT BY A LONG SHOT
There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect...
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Packaging Can Make or Break a Product
THE BEST PACKAGING ADDRESSES A MYRIAD OF CHALLENGES
Good package design begins as an act of discovery, not a creative art form. The word “packaging” has several different meanings in commerce. It can apply to products or to services. The physical package that provides containment, protection, and merchandising for...
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Cosmetic Packaging is Anything but Superficial
THE TOP 4 REASONS TO NOT JUST PUT IT IN A BROWN BOX
Cosmetic packaging is not only a shipping necessity; it is a vital aspect of marketing. Good cosmetic packaging causes excitement and anticipation in the consumer. With great cosmetic packaging, not only does your end-user identify with your product, your product...
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