May 02

Focussing on a style is important to reinforce a brand identity

Posted by Packaging Sense in Advertising | Design | Logotypes | Trends | Typography | Uncategorized

A strong brand identity is always built through proper use of the brand logotype and graphics, the colour or colour scheme and/or the brand spokesman, icon or symbol.

A disciplined, but at the same time creative use of these elements over a long period of time leads to unique identities such as MARLBORO, AMERICAN EXPRESS, NESQUIK and, not to be forgotten, COCA COLA.

Today more than ever it is important to be creative with an identity in order to not only be contemporary, but stay ahead and awake interest as Google is doing so well. One ingredient in an identity which plays an important role is the style which in most cases is the sum of logotype, colour, graphics and symbol.

The master in doing this was by far MARLBORO as was seen in the advertising during the Winter months when the warm red-white colour scheme was even changed to snow-white without loosing its impact.

A brand which today is doing an excellent job using a style is Apple with its products. Can anything be done simpler and still leave freedom to choose different colours?

Another good example is H&M which has created its own style (copied by several other fashion brands) thanks to simplicity, i.e. only three messages: a beautiful mannequin, a clear price and the brand logotype H& M.

Two other styles that have struck in my mind:

  • Lacoste with people jumping in the air
  • San Pellegrino’s label pattern that was temporarily changed last year into a Missoni pattern without loosing its identity

As brand strengthening is one of our ‘weapons’ to increase the bond with consumers we must constantly team-work on building more unique styles for our brands. This can only be done if there is a strong link between those who design our communication, i.e. the design company (mainly packaging), the POP company, the advertising agency and the brand manager with the help of a communication manager when available.

Total communication has been a buzz word for decades. However, really great total communication is still in its infancy and money invested in communication wasted.

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