They say you should never judge a book by its cover. While this is noble and certainly worth a moment or two for reflection, the same cannot be said for consumer products and the branding of those items. You only get one chance to make a first impression. Is your product showcasing your brand in positive way?
I came across an article talking about the three E's of why consumers love or hate a brand - Enticement, Enablement and Enrichment. Each one of these can be applied to how a nice looking nameplate or label can increase the perceived value of a product in the market, or it can reinforce the stability of that brand due to consistency in colors and logos. The article has a statement that stood out to me and really pulls together all the pieces of the puzzle when it comes to discussion about product identification.
"Great brands simultaneously offer sensory pleasure and self-pride. Sensory pleasure comes from the self-enticing product cues (e.g., product design, package design, color, brand logo, etc.). Self-pride comes from two different sources: self-enabling benefits of a product and self-enriching message of a brand." Quote from article - USC Marshall School of Business, May 9, 2013
Your brand is one of your most valuable assets. The combination of your logo and brand colors sends a message that your company is unique. It reinforces the type of product you are placing on the market. This is true for consumer products that appear on retail shelves as much as industrial products that are found in the field. Are you taking advantage of the opportunity to dip into the sensory pleasure of your audience?
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