Following on from our previous blog regarding the charm of a brand, we want to look at the persuasion of a customers perception of a brand.

It has been proven that brand sells before the product does. But, how much of a market share can a brand command if stripped of all its makeup. To be candid, the presence of graphical skills translated into designs influences consumers’ choice of brand. Though, it is not always about brand differentiation. It is sometimes about satisfaction of immediate need influenced by budget, emotional sentiment and location.

Expectedly, brand plays a vital role in product differentiation and marketing efficiency. It is a deliberate attempt that through a product or service into the heart of a customer. However, if what separates a brand from others are the carefully-coined compelling words and images what then truly classifies products or services in terms of brand identifier?

Idea is like virus. Anyone could be infected with just the same kind of idea about branding a product irrespective of the location.

Above image explains in clear terms the power of idea. Undoubtedly, the above listed brands were established and launched into the market at different times and managed by different people from different locations. However, placing the brands side by side (naked), it is almost impossible to differentiate one brand from another. It therefore means that it is not all about the colour or image accompanying the product; it is more importantly about the power of what can’t be seen.

Research revealed it that not even experts in the industry could identify or differentiate a brand from another due to their similarity. In therefore mean that if all that differentiate one brand from another are the graphical qualities around products, then, adulteration is inevitable. Smart companies invest in all manner of research and development, larger companies will spend 1000’s of pounds on market research, focus groups and consumer tasting and testing. Smaller companies would carry out research on their products using staffs and their families as tools for this purpose without the budget for large consumer feedback. Brands are often ‘blind tested’ against each other in order to get to the heart of what people think of the product, rather than what they perceive as the brand and its quality through preconceived ideas that have already have due to their exposure to advertising.

If a product of company A is secretly packaged as product (brand) of company B or C, will consumers note any change in taste or satisfaction that will pronounce suspicion? If your answer is no, then your brand is not save. A brand that goes in any brand carrier is not a brand with class. Either naked or packaged, your brand must speak the language of distinction.

Building a brand goes beyond the way it is done. It is about understanding the needs of the target market and finding answers to these needs via your brand. Brand build up is a thing of the mind and ends with what you are offering to the market. A bad product with exceptional brand will fail on the long run while a good product with bad packaging will find it rough finding its way to the minds of customers. Both sides (Good product and excellent packaging) are fundamental to the existence and success of any brand.

Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk