Question: What is a brand? Yes, it’s a name given to a product or service from a specific source. But today, a brand is so much more than a name!
A brand is a customer’s perception of a product or service — a belief that one version is superior to another. Do you ever wonder why you might reach for a Coke instead of a Pepsi? People associate with brands that jibe with their personal identities and lifestyles.
Developing and supporting your brand’s identity is essential to helping your business thrive. Is your company innovative like Apple? Do you strive to be a hip, collaborative company like Target? Whatever your company aims to be, it’s important to remember that a brand is not inherent to your product. Rather, a brand encompasses everything a customer knows and feels about your company.
Recently, we worked with world-class cutlery company Hammer Stahl. As a luxury brand, Hammer Stahl is a cut above the competition. So, we created a comprehensive branding guide and sophisticated marketing collateral to convey the beauty and craftsmanship that goes into Hammer Stahl knives and cookware.
Hammer Stahl now has a specific look and feel that can be perceived and recognized by customers. Soon, the maroon shield will be synonymous with fabulous dinner parties and memorable holiday feasts.
Building a successful brand is a dynamic process requiring strategy, finesse, and artistry. At Professional Litho, we can help you establish your brand’s identity and craft a campaign to spread the word about your budding brand. And, we can continue to support your brand over the long haul.
In the end, we all aspire to create the same outcome: to encourage consumers to identify with your brand. So when they imagine a great time, they’re imagining your product.