Why it is important to make your brand work for you Every company has a brand; it symbolises who they are and what they are selling. If you think about some of the established and successful big companies, you could probably name their logo and brand colours without too much thought.
You need your customers to understand what you are selling, and make them think of you when they want to buy a product or service related to your business. Here are some tips to making your brand work for your company.
This is an interesting example of ‘branding’ and ‘a brand’ not being about a logo. Intel have been around for almost 50 years and have chosen to highlight the experience side of what they do with a new campaign “Experience Amazing.” The video above focuses on those experiences that Intel have made happen via their technology.
I’m a huge fan of SONOS products, they are well designed, produce excellent sound quality and they just work in the simplest way possible. As well as this they’ve really got their identity design and branding spot on in my opinion.
From the palindrome name, distinctive clean type and strong use of image and colour it all aligns with the music industry they are in but in a cool almost Apple like way. (more…)
Jacob’s biscuits has just launched a new logo design and packaging in order to bring it up to date ready for the start of a £10 million campaign.
This is smart and charming update, keeping an air of the built up heritage but bringing it into a new era. That said I’m unsure whether dropping the reference to ‘since 1885’ is a mistake or not. (more…)
McDonalds suffered a barrage of ‘hate’ during 2014 and it’s declining sales are showing the impact of this. In November 2014 it’s figures were down 4.6%, this is the weakest in the US in more than ten years.
The power of colour. Heinz switch to a green ketchup for a Limited edition bottle and their sales go through the roof. Apple created different coloured iMac’s back in the day and their sales and brand recognition skyrocket. Colours can create a feeling, an emotion, the colour red makes us more attractive, blue can make us more calm but alert, while pink can apparently sap a man’s strength.
A study in 2007 found that colour can increase brand recognition by up to 80%, powerful stuff I think you’ll agree. Other studies have shown we can remember coloured documents and presentation better than black and white ones.
Even very successful brands like Ben & Jerry’s need to constantly keep their brand fresh and improve product clarity among increasing competition. The new ‘refresh’ of the whole Ben & Jerry’s packaging range looks to be a great move, retaining and simplifying the blue cloudy sky and green hills, placing the product flavour name within the cloud as a consistent holding device.
The designers behind this refresh, PearlFisher said that challenge was to “revamp the Ben & Jerry’s packaging portfolio, elevating the premium quality of the product depiction and refining the architecture without abandoning the principles that are at the heart of the brand.” (more…)