Branding

Branding is a way of clearly highlighting what makes your product or service different to, and more attractive than, your competitors'. This includes a logo and brand identity as well as associations with other products, brands and programmes. effective branding makes a product stand out as the clear winner, important in competitive markets. a range of methods can be used to make a product stand out, including a particular colour or packaging that competitors dont use, which will create an impression in the customers minds, appealing to their emotional or reasonable judgements. A storng brand will increase value of a product and will apply the same values to each product in a range, making bringing out new products easier, it will also create added value to products. Branding often considers these question -

• What are we offering?
• What makes us different?
• How can our business stand out?
• What do our consumers want or need?
• Where is there a gap in the market?

it also includes the companies visions ( whats it wants to do, where its going), values ( the businesses values and ethics, part of Innoecnt Smoothies branding is their strong ethical approach to business ), and personality ( this could be through graphics, colour, language, tone)

Branding for different sectors is very different, but im looking at new business start-ups, start up products often brand themselves to be unique and challenge the conventions of the sector they are starting in, often called "challenger brands"

designing a successful brand -

- graphic design is important in coveying the companys message, like the Nike tick which connotes energy and movement

- brand name - descriptive - the name states what the brand is or what the product or service does, evocative - it suggests associations to the brand without describing the offer precisely, abstract - it makes no reference to the nature of the business

- other design elements - colour, shape, name, sound, typography.

an example of really successful branding is cadburys, their brand identity consists of:

- the deep purple colour - classic cadburys colour, very iconic
- the typography - reflects the creaminess of the chocolate, colour of milk

- british brand - association with coronation street

- slogan - glass and a half full of milk

- shape - unique chocolate shape

 

What have i learnt?

- branding is very important for creating a differentiated product, very important to mke if i look at perceived differentiation and creating a mass product with a brand twist

- branding must be consistent and point to the same values

- branding must consider all the companies values, personlaity and hopes for the product

- my product is likely to be a "challenger brand", challenging the conventions of existing product