{"id":9315,"date":"2023-06-15T02:35:17","date_gmt":"2023-06-15T07:35:17","guid":{"rendered":"https:\/\/meyers.com\/?p=9315"},"modified":"2024-03-15T13:20:23","modified_gmt":"2024-03-15T18:20:23","slug":"branding-and-packaging-guide-to-building-brand-identity","status":"publish","type":"post","link":"https:\/\/meyers.com\/meyers-blog\/branding-and-packaging-guide-to-building-brand-identity\/","title":{"rendered":"Branding and Packaging: A Guide to Building Brand Identity"},"content":{"rendered":"\n

With branding, business leaders may set their company out from the competition. Branding covers every company facet\u2014from the website and logo to marketing initiatives and customer support. It involves developing a distinctive name, symbol, design, or image.<\/p>\n\n\n\n

Packaging is frequently the first tangible manifestation of a brand that a customer interacts with; because of this, branding and packaging go hand in hand. Packaging plays a significant role in attaining this goal of generating a consistent and memorable experience for customers as part of effective branding.<\/p>\n\n\n\n

Packaging is a customer-facing extension of a company\u2019s brand. It conveys important messages about the company and how it wants to be perceived. A product with a well-designed package may stand out on the shelf and leave a lasting impression on customers.<\/p>\n\n\n\n

The following infographic summarizes the major factors companies should consider when designing their packaging and what branding and packaging are. <\/p>\n\n\n

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\"what<\/figure><\/div>\n\n\n

What is Brand Identity? <\/strong><\/h2>\n\n\n\n

A company\u2019s brand identity combines all the non-visual and visual elements it creates to communicate its image and values to its target market. It includes a logo, tagline, packaging, website design, and branding\u2014but it also includes messaging, tone of voice, and customer experience.<\/p>\n\n\n\n

Elements of Brand Identity<\/strong> <\/h2>\n\n\n\n

1. Logo<\/strong><\/h3>\n\n\n
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\"brand<\/figure><\/div>\n\n\n

A logo is a graphic symbol that brands use to represent themselves. It serves as an emblem or a mark and appears on the brand’s packaging. The visual component makes it easier for customers to recognize and separate a product from its competitors.<\/p>\n\n\n\n

A wordmark, symbol, icon, or both can represent a logo. A company can include its logo in packaging design, including printing directly on the goods or placing its logo on the package\u2019s front or prime labels<\/a>.<\/p>\n\n\n\n

Some examples of famous logos include Nike\u2019s iconic check or McDonald\u2019s\u2019 big, yellow \u2018M.\u2019<\/p>\n\n\n

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\"famous<\/figure><\/div>\n\n\n

2. Color scheme<\/strong><\/h3>\n\n\n
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\"brand<\/figure><\/div>\n\n\n

Brand packaging uses specific colors and color combinations to visually represent a company\u2019s identity.<\/p>\n\n\n\n

Brands can use color schemes to differentiate themselves from their rivals and to elicit various emotions, thoughts, and moods in the target audience. By choosing a color scheme consistent with their mission and message, brands can effectively convey their personality, ideas, and goal to consumers.<\/p>\n\n\n\n

Regarding brand identity packaging, color schemes are vital for consistency and recognition. Brands such as Tiffany & Co. and Apple Inc. consistently use color to promote brand loyalty and recall.   <\/p>\n\n\n

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\"minimalist<\/figure><\/div>\n\n\n

3. Typography<\/strong><\/h3>\n\n\n
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\"brand<\/figure><\/div>\n\n\n

Typography covers the font<\/a>, size, color, and layout choices. Organizing and displaying words ensures the brand conveys the right message to customers. You can use typography to make the packaging stand out on the shelf, help customers understand the brand’s character, and strengthen your visual identity as a business.<\/p>\n\n\n\n

Some examples of brands that have unique typography include Coca-Cola and FedEx.<\/p>\n\n\n

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\"unique<\/figure><\/div>\n\n\n

4. Imagery<\/strong><\/h3>\n\n\n\n

The term \u201cimagery\u201d refers to the visual elements<\/a> in packaging design that communicate information, elicit an emotional response in the consumer, or represent the brand\u2019s message or personality. Since imagery is crucial for packaging design, it can entice customers and communicate the product’s unique value.<\/p>\n\n\n\n

Brands that utilize fantastic imagery in its branding is Oreo.<\/p>\n\n\n

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\"brand<\/figure><\/div>\n\n\n

5. Messaging<\/strong><\/h3>\n\n\n\n

Messaging uses words and other forms of expression on the brand\u2019s packaging to convey a specific message to the target market. Brands could use taglines, slogans, and other written material to explain a brand\u2019s values, benefits, and traits to potential buyers.<\/p>\n\n\n\n

The power of messaging is crucial to branding and retail product packaging<\/a> design since it can help a product stand out from its competitors and develop a stronger connection with the target market. Examples of brands with iconic messaging include Nike\u2019s \u201cJust do it.\u201d and Apple\u2019s \u201cThink different.\u201d<\/p>\n\n\n\n

Developing a Brand Strategy<\/strong><\/h2>\n\n\n\n

1. Defining the brand’s target audience<\/strong><\/h3>\n\n\n\n

Communicating with clients more successfully and effectively benefits businesses. It is preferable to focus resources and efforts on a narrower target market to achieve faster growth and higher revenues.<\/p>\n\n\n\n

Frequent target market research is important because it provides information on a brand\u2019s perspectives, goals, and needs. For example, it would be wise to add recycling instructions<\/a> for brands with a specific audience, such as environmentally conscious customers.<\/p>\n\n\n\n

By utilizing this data, organizations can improve their offerings and messaging, reduce risk, and establish a solid rapport with their target market.<\/p>\n\n\n\n

2. Establishing brand positioning<\/strong><\/h3>\n\n\n\n

Brand positioning is a strategy to make the business stand out. It highlights what makes you unique so consumers can recognize the brand when they see you. Successful brand positioning fosters the development of strong brands that are memorable and trustworthy. It also increases consumer engagement and loyalty.<\/p>\n\n\n\n

3. Crafting the brand message<\/strong><\/h3>\n\n\n\n

Creating a message strategy that effectively delivers brand positioning to distinct target audiences is the next step in branding.<\/p>\n\n\n\n

A brand must always maintain a consistent message and tone, but that message needs to be tailored to each audience. These audiences include prospective customers, workers, influencers, and partners. A company can effectively engage with its target audiences by building a thorough communications plan.<\/p>\n\n\n\n

4. Identifying the brand’s unique value proposition<\/strong><\/h3>\n\n\n\n

Brand awareness is the first step to building a successful business. A brand\u2019s unique selling proposition (USP)<\/a> differentiates it from the crowd. It is important to communicate your value to consumers\u2014and once you have done that, you can build loyalty and success.<\/p>\n\n\n\n

5. Start formulating a name, logo, and tagline<\/strong><\/h3>\n\n\n\n

Remember that the brand is more than the name, logo, or tagline. They are part of the brand\u2019s identity. Brands must evaluate their name, logo, and slogan based on how well they communicate rather than how much the partners enjoy them. Avoid the error of seeking internal consensus when circulating the new logo.<\/p>\n\n\n\n

6. Implementing, monitoring, and correcting<\/strong><\/h3>\n\n\n\n

This final step of the brand development process comes after brands create and implement the strategy. <\/p>\n\n\n\n

Some notable questions to answer include:<\/p>\n\n\n\n