As 2020 starts to wind down and brand owners are figuring out how to engage with the market, one thing is evident - people have shifted how they interact with brands. Simply building brand awareness is not enough to invoke behavior and sway the market. A shift to increase brand affinity is taking shape according to Chris Savage, CEO of WISTIA. In an article recently published on AdAge, Savage discusses how brand affinity is more important than brand awareness.
"Brand affinity means that consumers not only know you exist but that they also have a strong connection to you, they identify with your brand's values, and they have great expectations of your brand because of that personal connection. It has been called "the most enduring and valuable level of the customer relationship," and for good reason. Affinity means that the consumer trusts your brand; they recommend it to their friends; they identify with it. It means that the consumer feels he or she is literally part of your brand." - Chris Savage, CEO of Wistia
This paragraph resonated with me as relevant for the importance of showcasing a brand with an impressive nameplate. The reasons to use a nameplate on product are typically centered on building brand awarenesss or differentiating yourself from competitors. COVID-19 has turned so many things upside down and as a result, many companies and brand owners are finding that simply having recognition is not enough to keep their audience. As companies look to ways to showcase their values, build rapport and trust with their customers, it is even more important that their product branding and labeling reinforce a positive message.
When all is said and done the relationship between you as a brand owner and your customer is built on foundations. A nameplate boosts your brand by clearly communicating the value of your product. Consistency of your image from online, to print, to product floor reinforces your position.
A nameplate is more than just a sticker on a product that shows your logo. It relays feeling and promotes a message. It communicates information, builds credibility, makes you recognizable, and indicates the value of your product. Many times it is the first thing that catches the eye of consumers. An attractive nameplate sends a good message and gives a memorable impression.
Over sixty years of experience in helping product designers and engineers create brand-elevating product identification has taught us a few things. Let us help identify an attractive solution for your nameplate.
5 Reasons You Need a Nameplate for Product Identification
Can Your Nameplate Help Boost Relationships with Your Customers?
What is a Good Nameplate?