Consumer branding with KOLORO is:
Wondering why your product is being overlooked by consumers? So you don’t know what consumer branding is yet. This is personal branding specifically for your product, tailored to your target audience.
In general terms, branding is the process of creating and promoting the brand of a product, but quite often, novice entrepreneurs under branding understand only the process of developing the design of packaging or logo, ie. the individual elements of branding.
In fact, branding is a set of measures to work with the product, starting from coming up with a beautiful name and positioning concept, to the development of the graphic (design) component and the strategy of brand promotion in the market.
It is important to understand that a brand is not just a product, it is also a set of values associated with it, or more precisely, a set of impressions, emotions, associations in the minds of consumers.
A brand is based on a unique idea that creates its image, recognizability, high demand, customer loyalty, etc.
YOU GET
Types of branding
Many companies today do not fully understand the concept of branding and work only on individual elements of the brand, but it does not bring any results in the end. Beautiful packaging or a colorful name will not make a significant difference in the consumer’s perception of the product and may even cause a negative reaction to the change. In addition, branding is not a one-time procedure, but a long process, the work on the creation and promotion of the brand is carried out exactly as long as the brand itself exists. Therefore, building a product brand should include all aspects of branding from market and target audience research to a proper advertising campaign.
Specialists divide branding into 2 areas:
1. Consumer (product) branding – for goods oriented to the end consumer
2. Corporate brandingcreating the image of the company
Consumer branding
What’s that? It is the creation of a system of unique verbal and visual elements of the product that allow to express the main idea of the brand, its personality, competitive advantages and benefits for the consumer.
The main difference between consumer branding The main difference between consumer branding and consumer branding is the specifics of the target audience it affects. It refers to products (services) that are designed for a specific customer. It touches all areas of people’s lives (from food to entertainment).
The benefits of consumer branding:
– Increases the social significance of the brand – the level of recognizability and memorability of the product in the consumer’s mind;
– Increases the commercial value of the product – provides an opportunity to increase the price of the product and create a monopoly in a certain market segment
Этапы разработки бренда
The creation of a consumer brand is carried out in the following sequence:
- Analyzing the market situation, analyzing competitors and monitoring the target audience. It’s important to know what’s happening in the market today, where you need to create a new brand, and what’s on the minds of potential consumers.
- Brand idea formulation – developing the concept of product positioning and UTP, based on its advantages, brand model and its components.
- Work on the verbal component of the brand – brand name (naming), slogan, advertising texts, brand legend, etc.
- Creation of the graphic (design) component of the brand – its “clothes”, this is the development of a logo, packaging and label design, corporate identity.
- Organization of the image component – standards of work with the product, rules of use of branded elements and attributes, i.e. creating a brandbook and guidebook, describing the mission, philosophy, values of the product.
- Registration of a trademark (brand).
- Strategic planning for brand promotion and management – choosing ways to interact and communicate with the target audience, to create a connection between the product and the consumer, developing an advertising campaign.
- Testing a new brand, analyzing all its elements and the effectiveness of promotional activities.
As you can see, the process of consumer branding is quite complex and requires a lot of labor and time, involving specialists from various fields – marketers, brand managers, designers, copywriters and others. No company can create a new brand on its own. Many specialists and experts need to be involved. In order for the work to be holistic and comprehensive, and the result to meet your expectations, you can entrust this work to professionals.
The technology of brand creation by our branding agency allows you to get the following results as a result:
1. A ready-made brand model – all the components of the product that are important to the consumer
2. Description of the product’s target audience segments
3. A diagram of the connections between the brand and the target audience
4. Brand name (naming)
5. Graphic and verbal design of the product (packaging and label design, design adaptation in the line of names, logo, brand identity, slogan, design of POS-materials, etc.), as well as brandbook and guidebook
6. New brand promotion and development program
KOLORO Branding Agency loves its business and accumulates experience on a daily basis, we have more than 100 brand design projects on our account, including brands of international level.
