Packaging design receiving ‘greater level of attention to detail’ - What a "BRAND" must have.

  
Packaging design receiving ‘greater level of attention to detail’

ProLabel

People buy brands, not managers. And yet think about the number of managers who make judgment calls, sometimes very big judgment calls, based on their own opinions and experiences? They feel comfortable because they are expressing views and making decisions that fit with their worldview. But that doesn't mean they’re necessarily doing the brand justice, particularly if their viewpoints compromise the personality of the brand itself.

Hands up if you've ever been to this meeting:

“I like orange.”

Or “Don’t make it orange.”

“Use short words.”

Or “People don’t read.”

“We need to be on TV.”

And/or “We need to export.”

Brands thrive when they are based on meaning, trust, relevance and delight – but of course they must deliver that meaning, trust, relevance and delight to the buyer, not the seller. Otherwise they risk narcissism.

Every brand must pursue a life of its own – not affirm the life of a manager. And to me, that integral sense of being an asset in its own right hangs on ten things.

A brand must have:

1. Its own name (obviously)
2. Its own purpose
3. Its own values
4. Its own viewpoints
5. Its own story
6. Its own language – verbal and visual
7. Its own structure
8. Its own pricing
9. Its own style of marketing
10. Its own experiences

facebook@prolabelinc.com - Packaging Design — at ProLabel Inc.