Brand as a Product

While many products are sold on the basis of emotion and self expression, others are bought for more rational and functional reasons. In order to be able to appeal to this kind of buyer, we need to agree the specific product benefits, or USP’s. Is it faster, stronger, more durable, more beautiful, more entertaining, easier to use, better value?

 

Above all, what is the language we want to associate with the product? Are their certain words that you do or don’t want included in the sales copy?

 

Other important elements of our brand development process include:

  • Brand promise
  • Brand personality
  • Organisational values
  • Visual identity
  • Value proposition and credibility
  • Brand positioning

 

 

Visual identity:

 

Once the rest of the brand identity is complete, the final step is to determine how this needs to represented visually:

  • Type face – the challenge of selecting the right type face is often hugely underestimated. Not only does it need to be highly legible across all devices and offline collaterol, but also needs to communicate the brand’s values and personality.
  • Colour palette – your choice of colours speak profoundly different things about your brand. It’s essential that your colour palette not only distinguishes you visually, but also reinforces your strategic positioning. These colours then need to be used consistently across all content and channels.
  • Brand imagery – the choice of imagery used to illustrate your users is one of your biggest decisions. Do you want it to reflect your audience accurately or should it be a more aspirational version? We also need to decide on your usage imagery; the imagery that shows your product or service being consumed.
  • Logo – once all the components above are in place we can then look at the logo, which must achieve the remarkably taxing job of being both simple and striking, whilst communicating all the key messages of the brand.

 

 

Other important elements of our brand development process include:

  • Brand promise
  • Brand personality
  • Organisational values
  • Brand as product
  • Value proposition and credibility
  • Brand positioning

 

 

Value proposition and credibility

 

Once we are clear on your complete brand identity we can articulate that via a clear and concise statement that encapsulates your emotional, self expressive and functional benefits. Just like your organisational values, this is something that every member of your company must know and understand.

 

A compelling value proposition is one thing, but we need to have the credibility to support it, so where is this going to come from? Will it be through review integration? Will it be achieved by social proofing via a large Facebook community? Will we have detailed case studies on the website? Can we engage with ambassadors that reinforce the brand’s credentials?

 

Other important elements of our brand development process include:

  • Brand promise
  • Brand personality
  • Organisational values
  • Visual identity
  • Brand as product
  • Brand positioning