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The Role of Packaging in Brand Identity—Not Just for Consumer Brands

Packaging design is a critical component in building a brand’s image and identity. Anyone marketing to consumers already operates from this paradigm. The same holds true though for the commercial marketplace. Whether it’s a cosmetic product, or a 5-gallon pail of commercial paint, the packaging offers a huge opportunity to positively impact a brand’s image. But what we frequently hear from many business-to0business companies is, “the packaging doesn’t really matter, our customers place their orders via catalog”. Or in other words, they don’t need the package to sell the product on a retail shelf.

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Issue 53

8 Steps to Effective Multilingual Packaging

In this global economy, your brand is likely marketed in numerous regions throughout many cultures—where a myriad of different languages are spoken. Faced with these complexities, you may wonder how to continue to build brand loyalty and influence purchase decisions most effectively while keeping inventory and efficiencies in mind. As always, simplicity should be your guidepost.

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Issue 52

7 Qualities of Great Brand Names

Developing a great brand name — one that is distinctive, memorable, easy to pronounce and emotionally appealing — is a critical element in creating any brand identity. We all know that great brand names can differentiate companies, products or services in crowded markets. They can help create brand awareness, increase brand preference and build brand loyalty. But it’s important to point out that a name on its own is just a word — an empty shell — until it is filled with user experiences created by hundreds of interactions that bring it to life creating meaning and value.

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Issue 49

Effectively Managing a Global Brand Identity

Managing global brands has never been more important. On one level, all brands have global reach as a result of the Internet, whether intended or not. But this doesn’t make them global brands. While it is true that the world is much smaller as a result of the Internet, affordable travel and the reduction of trade barriers, a truly global brand takes more than having a multi-national presence. A global brand is a brand that is intentionally marketed, bought, sold and recognized in various countries around the world.

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Issue 47

House of Brands, Branded House or Somewhere in Between?

Whether you manage a B2B or B2C brand, if you own more than one, you’ve had to decide what type of brand architecture best fits your business strategy. So, what are the choices? And what makes the most sense given your long-term business objectives? Essentially, there are three options: branded house/monolithic, house of brands or hybrid.

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Issue 42

5 Ways to Improve Internal Brand Alignment

Whether you’re managing your corporate brand, a strategic brand or a product brand, maintaining brand alignment within an organization is a key element in building the desired brand experience outside the organization. But keeping brands aligned internally presents ongoing challenges when employees come and go and the daily demands of running the business are top-of-mind for everyone, including the management team.

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Issue 41

Integrating Acquired Brands into an Existing Portfolio

Anyone who has acquired a brand and integrated it into an existing portfolio can attest to the multitude of issues that need to be addressed. From brand name retention, parent company endorsement questions and managing customer perceptions, to brand mark, trade dress and personnel issues, the list can appear to be endless.

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Issue 40

Using Audits to Enhance Your Brand’s Performance

Once you have outlined a well-articulated brand strategy, you know that you need to manage your brand against the strategy and implement accordingly to achieve your brand vision. The challenge, however, is executing against that strategy consistently over time. And things become more complex if your brand is wide-reaching involving employees, customers and suppliers worldwide. This is where audits can be extremely helpful.

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Issue 39

Building Business-to-Business Brands: It’s Still People-to-People

Many marketing and branding books are filled with examples and case studies about consumer brands, but leave us wanting more information on business-to-business brand building. So it’s our intent in this newsletter to offer some perspective on building business- to-business brands.

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Strategic and discerning, identityWise^® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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The Role of Packaging in Brand Identity—Not Just for Consumer Brands

8 Steps to Effective Multilingual Packaging

7 Qualities of Great Brand Names

Effectively Managing a Global Brand Identity

House of Brands, Branded House or Somewhere in Between?

5 Ways to Improve Internal Brand Alignment

Integrating Acquired Brands into an Existing Portfolio

Using Audits to Enhance Your Brand’s Performance

Building Business-to-Business Brands: It’s Still People-to-People

About identityWise