Battle of the Brands

Classic Vintage Boxing RingBattle of the Brands

Picture your product. What do you see? Is it aesthetically pleasing? It better be! Your product, whatever it may be, is defined by its overall look. From the logo to the packaging to the actual product, good eye candy is imperative for the sale, especially because most people make purchases based on their emotions.

That is where the top companies—Apple, Coca Cola, Nike—have their advantage. Their products are easy on the eyes, which draws people in and gives them the competitive edge over the others.

A strong design and package will bring many benefits to the company besides just increased profitability. These include:

  • Prime Personality: The stronger the aesthetics, the more powerful the personality will come across. If the product is in a store, a strong design will draw more eyes and therefore more revenue. The design of the product has the ability to tell the story of the brand.
  • Ingenious Identity: A great design will help people remember the product. It becomes the identity of your brand. When a customer or client thinks of the generic product or service, they almost immediately picture one service. For example, when people think soda, they generally think Coke or Pepsi, and can picture the logo in their heads.
  • Dominant Design: A recent study showed that even though some products did not necessarily perform higher, people perceive attractive products as better to use. This means a nice design might even be more important than the quality of the product, so ensure it is top quality.

Ultimately, the picture of your product is what will set you apart from your competition, so it better be fierce. If you have any questions about how to ramp up your brand, give Red Mallard a call today.

Demand the Brand

Demand the Brand

Know it. Back and forth, front and back, left, right, and sideways. A company is defined by their brand, and there is no excuse to stutter around what your company provides and how they provide it. The brand of a company is a representation of their personality, their value, and everything they stand for. It’s imperative to know, not just for marketing purposes, but for defining the company as a whole.

There are a few components of a brand that every company should incorporate into their business.

  • Perfect Promise: A company needs to be able to make a promise to their client. Find where the company is most credible and provides the most value and form a one-sentence promise. Ensure the promise is easy to understand and clear, and that it helps organize the company’s priorities.
  • Prime Position: The position of the company relative to the competition needs to be established clearly. How does this company differ from the rest? What does it provide that the competition does not? Knowing those answers provides a marketing edge.
  • Terrific Tagline: Take the essence of the company and reduce it to just a few words. Make it strong and powerful. The tagline is the most important part of the company, as it can appear on business cards, websites, and most marketing materials.
  • Premium Proposition: Exactly what value does the company or service propose better than the rest? This can be broken down into four categories: best quality, best value, most luxury, and highest need. If the company does not fall into one of those four categories, the proposition of the company needs to be reevaluated.

If even one of these bullet points cannot be answered immediately about your company, contact Red Mallard today. As marketing and branding professionals, we can help organize and strengthen the brand of your company.

The Future of Brands: Luxury Is Out, Convenience Is Still In

Branding Brand ConceptThe Future of Brands: Luxury Is Out, Convenience Is Still In, and Everyone Wants to Play

When you walk into a grocery store, you face shelves of different kinds of cereal. How do you decide which one to buy? Branding guides consumer decisions, sometimes without them even realizing it. It helps the customer differentiate one type of product from the other, and encourages them to keep coming back for more. Now, more than ever, today’s culture of choice demands an authentic and developed brand strategy to connect with customers and make your product or service stand out.

To cultivate an effective brand, you must remain at the forefront of trends. This means looking to the future to determine what customers want to hear, see, and experience. While the future isn’t set, we can make reasonable predictions on where brands will be in the coming years, and today we’re going to touch on a few.

Luxury is out. Bigger and fancier and swankier aren’t the only end goal in promoting a brand. Today, consumers value consciousness in their purchasing, rather than mere acquisition just to show economic prowess. Luxury often comes at a price and consumers are now demanding more from their brands than labels defined as high-end products.

Convenience Is Still In. We live in a mobile society that moves quickly. Our calendars are filled with professional and social engagements; the brands that deliver convenience are heralded as time savers. If your brand makes the customer’s life easier, you will continue to thrive in the future.

Everyone Wants to Play. From Uber to Kickstarter, branding has become a tool for all your customers to get involved. Their feedback and direct participation improves your business operations and fuels a brand tailored to your audience. And, once engaged, customers are more likely to remain loyal to your brand.

Are you focusing on these three areas in your brand strategy? Red Mallard wants to work with you to create a compelling brand story that will engage customers and keep them involved in your business. Contact us today.