Wednesday 26 October 2016

Problem Solver: Should I cut corners or spend more money on getting professional branding?

Feargal Quinn

Published 13/10/2016 | 02:30

Feargal Quinn
Feargal Quinn

Q: I am a bit confused about branding a new product. It appears that I can get cheap designs done online, or pay thousands of euro to a brand company. Will I not get the same result from each?

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A: Definitely not. Your question is excellent, in that it allows the opportunity to highlight the difference between creating a brand and just creating a logo.

A logo is simply a mark or identification that is associated with the products but is static and does very little on its own.

On the other hand a brand is something that takes all the touch points that your consumer has with your product and communicates to them what is different about your product, perhaps where and how it's made and generally gives them a compelling reason to buy it.

Graphic design is a fantastic talent, however graphic designers usually work to a brief, in that you tell them what to create and they do a good job at creating it.

The chances are, if you are like me, you will not be skilled at defining the elements of the brand you want communicated.

A good brand design company will interrogate you on what the brand stands for and will use words and images to connect these messages with the consumer.

When you look at bigger brands in the market place, usually there is minimal information on the packaging apart from what is required by law. The big brands get away with this because we all know what they are and what they stand for.

As a smaller manufacturer who is new to the market you don't have that advantage, and therefore your brand has to work hard at calling out your unique selling points and ideally creating a story, either about you, the product or where it was made.

That gives it personality and consumers buy products with personality because you have given them a way to link with your story.

If your objective is to build a brand, then work with a brand design agency. On the other hand, if all you need is a simple logo to put on some headed paper for something, the online services are perfect.

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