Articles

95% of companies believed that their marketing material was not yet communicating to customers looking for a product or service in their brand category. They either felt that they were communicating on a basic level or could communicate more effectively. Some of the respondents really appreciated the questions as it got them to step back from their business and assess what their brand evokes. What is the story they are trying to tell and does their packaging, website or brochure communicate this?

Everyone was very clear about where the company sits within their industry, but most realise that their passion needs to transfer through their branding. We often know our products and services inside out but sometimes it is good to step back and ask the question: Do our customers see our products and services the same way we do? It’s all in the communication! If only we had the time and staff members to explain the benefits of our brand face to face with every potential customer and share our passion and knowledge. Unfortunately this is not possible, so we need our brand to speak for us when we’re not around.

100% of respondents saw immense value and benefits in reflecting the company personality throughout their marketing material. Their response was either: reflecting the personality is ‘beneficial, it makes sense’ or it is ‘essential to creating a memorable and distinctive brand’. Some companies have literally grown organically and have focused on other areas of their business and now realise that there is considerable value in looking at their branding. Knowing what areas are going to make a difference is the first step towards that next transition of growth for a company.

100% of respondents saw the connection between the design of packaging and marketing material with the business growth. Some were at different stages in the growth of their business. 50% could see the benefits and were just starting to think about design. The other 50% knew that design was connected with growth and how it creates credibility, professionalism and trust. These companies were either happy with their packaging and communication material, while others were ready to look at some options for assessing and refreshing their brand.

Aesop is a boutique botanical skincare company. They have successfully created a strong and memorable personality to their stores by capturing the feeling of a science lab. This establishes a point of difference for their brand and creates credibility and trust around their product for customers who are sourcing skin, hair and body products. At a glance, a customer gets the feeling that Aesop are detail focused and have extensively researched and tested their products.