And we’re back for another round of learning, and this times we’re going straight into it; Let’s talk about branding.
What is a brand
• A culture is a world or ethos that surrounds a business, charity or country
• You want to give an impression about the product to the outside world, usually consumers; the main thing you want to express is its personality
• Brand values – Are a list or words which describe how you would like you/your project to be perceived by customers/your target audience
• Brand : Identity/Marketing/Product
Exploring the brand values of existing brands
• Brand Values:
• What is unique:
• Who would buy it:
Size of the product / Sun protection factors / Speciality ingredients / Colours / Use of language / Packaging materials / Branding
The main things that determines the difference between products is the packaging. When we look at the different price points, most products are the same, just in different packaging
What is useful about developing a brand?
Identity
- Name / Logo / Font / Key Colour / Images / Copy (Text) / Sound
Product
- Eco / Materials / Finish / Packaging / Price Point / Experience
Marketing
- Leaflet / Flyer
PR
New Media
Why create a brand?
- Reputation
- Decision making
- Identification
- Profit
- Adds value
- Consumer choice
- Emotional attachment
Why develop a brand personality?
Touch points – every experience you’ve had with a company
Things to do before you can develop a brand
There will be some things you need to investigate
Research
What is your product/service
Could you learn things from the way your competitors are doing things?
Look at what is good and bad about the products/services your competitors are providing
What similar products/services are there
Who is your product/service aimed at
- Who are your clients/potential clients
- What do your potential clients expect from your service
- How old are they
- Are they male or female or does it matter
- Where are they located
- Do they care about price
- What kind of lifestyle do they have
They need to make sure that they tailor the products and services to the client and not around themselves
Unique selling point
Is there something that your products and services that appeal to people
Conducting market research
- Asking potential clients
- Desk research
Market research will help find out
Case study: Sancler Yoghurt Cheese
Product
Cheese made by prolonging the yoghurt process to create a soft cheese.
Versatile can be used as a spreadable cheese, to make soups creamy, as a base for sauces
Brand Values
/ Organic
/ Natural
/ Pure
/ Quality
/ Trustworthy
/ Of the landscape
/ Fusing old and new
/ Welsh
Originates from the Middle East
People didn’t know what the combination of cheese and yoghurt was as they are usually two different products
. Client asked for a numerous number of different things that he would not change. These are problems you have to work around or you won’t be able to create good branding.