by Miriam Hara | Nov 6, 2023 | Agency, Branding, Design, Marketing
As with everything else in the world of design, packaging design is where form marries function, and every detail counts. There’s an art and science to the development of packaging design. Given that it’s the constant reminder of your brand, it’s a crucial, yet often overlooked aspect of brand marketing.
Packaging is more than just a container for your product. It’s the first physical touchpoint between your brand and the consumer, and as we know, first impressions are hard to change.
Leveraging packaging for sales
So how do you create product packaging that not only protects its contents but also sings on the shelves and on line, standing out in a sea of competitors ? Let’s explore the fundamental approaches that can transform your packaging into a silent salesperson, in person and on line.
- Know Your Audience: The packaging design process begins long before the sketching stage—it starts with understanding your target audience. Who are they? What are their preferences, lifestyles, and values? A design that resonates with millennials might not appeal to baby boomers. Research and insights are the compass that guides your design journey.
- Brand Consistency: Your packaging is an extension of your brand identity. It should reflect your brand’s personality, values, and aesthetics. Consistent branding across all touch points reassures consumers and builds brand recognition. Whether it’s a colour scheme, logo placement, or typography, ensure your packaging is a visual ambassador of your brand.
- Simplicity and Clarity: In a retail setting, you have a few seconds to grab a consumer’s attention. Overly complicated designs can be off-putting. Your packaging should clearly communicate what the product is, who it’s for, and what it does. A minimalist design with clear messaging often makes the most substantial impact.
- Emotional Connection: Packaging that tells a story or sparks an emotion has a higher chance of being picked off the shelf. It could be through engaging copy, compelling graphics, or tactile experiences. Remember, people don’t just buy products—they buy experiences and emotional connections.
- Sustainability: With increasing consumer consciousness about environmental impact, sustainable packaging is no longer a nice-to-have—it’s a must. Consider eco-friendly materials and processes that reduce environmental footprint. A brand that cares for the planet is a brand that earns consumer respect.
- Practicality: While aesthetics are essential, practicality should never be compromised. Is the packaging easy to open, store, or carry? Does it protect the product effectively? Functional design enhances user experience, leading to repeat purchases and positive word-of-mouth.
- Innovation!: Lastly, don’t be afraid to break the mold. Innovative packaging can disrupt the shelf, draw attention, and create buzz. Explore new materials (eco-friendly is a must!), shapes, and interactive elements. Remember, the only limit to creativity is your imagination.
Packaging design is a holistic discipline
Strong packaging that combines consumer psychology, brand storytelling, aesthetic appeal, and functional design. It needs to create a 360-degree brand experience that begins the moment a consumer lays their eyes on the product. So, the next time you’re crafting a packaging design, remember these principles. Let your packaging sing its own unique song, loud and clear, amidst the symphony on the shelves.
Are there any brands that have transformed their packaging to an art form that performs on shelf? Share them here!
by Miriam Hara | Oct 26, 2023 | Advertising, Agency, Branding, Marketing
Brands that are setting themselves up for big wins are the ones bringing something new to the table, armed with their brand courage.
Breakthrough brands find themselves perched precariously at the precipices of greatness, poised to redefine leadership in their own segment, market and industry. It is very exhilarating, looking at all the possibilities and un-tapped potential. These are brands offering distinctive solutions, daring to challenge the status quo, and shattering the glass ceiling of mediocrity that shrouds the market, irrespective of category or industry. They’re standing out and aiming high, no matter what industry they’re in. But here’s the kicker – having a standout product is just step one.
So what comes next?
It’s about stepping up and leading with courage in every move. Imagine rolling out fresh, exciting ideas and initiatives that set a brand apart. It’s really about having the guts to not only blaze a trail, but to continuously stand out from the norm, day in and day out..with each and every step that is taken.
Just because brands aren’t breakthrough, doesn’t mean they need to check out their brand courage at the door – they’ve got to step up too! They need a brave approach in everything they do. Every ad, social media post, and campaign needs to go the extra mile to stand out among competitors. Brands constantly need to make noise and be seen!
Bravery in marketing isn’t a “nice-to-have”, it’s a necessity. And it doesn’t stop at having a top-notch product. What makes the difference is the willingness to explore, innovate, and keep things fresh.
Brands, whether breakthrough or within the norm, are being challenged to step out of the shadows of mediocrity and forge their identity. They must be brave enough to be different, to stand apart in a world cluttered with the noise of competitors. The courage to actively take the lead, to be seen apart, to challenge and redefine the tried and true – this is the core essence of being brave in marketing. All brands have an equal shot to make a mark. It’s about having the courage to be different and lead the pack.
Calculating the risk
Being brave is more than taking risks – it’s about making informed decisions and really getting the market and the audience. It’s about building lasting connections and telling stories that resonate with people and stick to them.
The brave brands are the ones that stick around in people’s minds. They’re trendsetters and leaders. In a world full of noise, they’re the ones people tune into to and remember! Every message sent out, be it an ad or a tweet, has to show that bravery. It’s about pushing limits and making a lasting impact. Time to own that spot in the market and shine!
Brands that dare to be brave are the ones that etch their names in the minds and hearts of consumers. They are the ones who redefine norms, set trends, and lead the market. Whether you’re a groundbreaking brand or a regular one, bravery in marketing is key.
So,let me ask you – Is your brand the one that turns heads and stays remembered? Please share your stories of courage here. I would love to hear them!
by Miriam Hara | Oct 20, 2023 | Advertising, Branding, Communications, Marketing
With over 40 years in marketing—and 35 of those at the creative core of 3H Communications—I’ve learned that while we often speak about brand positioning and essence, the “how” sometimes slips through the cracks. In the dynamic world of campaigns and boardroom brainstorms, it’s easy to fixate on what our brand should be and lose sight of how to genuinely bring it to life…. how to actually get there.
Branding Consistency: The Overlooked Pillar
Think about those iconic brands out there. They didn’t just happen overnight. They stayed true, they remained consistent. If there’s one thing I can drill down into from all these years, it’s this: branding thrives on consistency.I’ve got this analogy I love to use, one my team often rolls their eyes at (but they’ve come to love it, I swear). I call it the Bucket Principle.
Think of branding as a bucket. Every campaign, every tweet, every handshake is a drop in that bucket. The goal? Fill that bucket to the brim, till it spills over, becoming unmistakably yours.
But here’s what I’ve seen time and again: brands trying to fill more than one bucket at a time… even when budgets can’t support it! Maybe it’s the excitement of a new idea or the fear of missing out, but before their first bucket is full, they’re onto the next. And what happens? None of the buckets truly fill up. It’s like trying to tell a story with multiple versions at the same time —everyone gets a different take on the story!
One Voice, One Message
Every piece of marketing should resonate with a unified tone and message. It’s about consistently pouring into that one bucket, ensuring every effort amplifies the brand.
Looking back on all the rollercoaster highs and lows, this simple truth remains rock solid…consistency pays off. Whether you are a basement start up or a major corporate brand that is about to launch, those who understand the power of a single, consistent message will stand out and stand tall. They’ve steadily poured into their chosen bucket, ensuring their brand’s voice resonates distinctly.
Final Thought…
So, as you carve out your path in the ever clutter world of branding, always keep that singular bucket in mind. Remember why consistency matters. Resist the temptation to juggle too much, spreading yourself too thin, too soon. Stick with it, and slowly but surely, your brand will make its mark, etching its place in your audience’s minds
What I have come to appreciate is while the world of branding might change, the need for a consistent voice remains paramount. Embrace your story, and the world will lean in to listen.
by Miriam Hara | Sep 27, 2023 | Agency, Branding, Marketing
I know, it’s an awkward stated headline, but I wrote it that way intentionally because it clarifies the point. In business we often hear the term ‘logo’ used interchangeably with ‘brand’. However, while these 2 terms are inextricably linked, they are not synonymous. A brand is so much more than its logo. It encompasses the persona, essence, and positioning of a brand. While brand logos play a significant role in a brand’s identity, “a logo does not a brand make’.
Case in point: When you see a bitten apple logo, you instantly think of Apple. But is it just the logo that resonates with you? It’s the association of innovation, sleek and minimalistic design, superior quality, and a certain lifestyle that comes to mind. This total experience is the brand.
The Brand Beyond the Logo
A brand is the sum of all experiences, feelings, and perceptions a customer has with your company. It’s your company’s personality and character, the promises you make and keep, the values you uphold, and the way you communicate with the world.
Let’s talk Coca-Cola: Their brand is not just about their unique logo or signature red and white colour scheme. It’s about happiness, togetherness, refreshing moments, and universal appeal. Coca-Cola has consistently positioned itself as more than a beverage company – it sells an experience, a feeling. Their ads, marketing campaigns, social responsibilities, and even the tone of their communications, all resonate with this brand essence. And I must point out that it’s the evolution of its brand essence. Coca Cola has been around for a long time.
Logos – Part of the Larger Whole
A logo, while essential, is only a visual representation that triggers recognition for a brand. It’s like the cover of a book that invites you to dive deeper into the story – the story is the brand itself.
Okay, I can’t talk about logos without bringing up Nike‘s famous ‘swoosh’ logo. The simple, fluid design symbolizes motion and speed, fitting for a brand that outfits athletes. But Nike’s brand goes beyond the logo. The Nike brand is about motivation, aspiration, performance, and breaking barriers. The tagline “Just Do It” echoes this sentiment and has driven association of that sentiment right into the swoosh.
The Persona, Essence, and Positioning
Creating a successful brand involves establishing a strong brand persona, essence, and positioning. The brand persona is like the character of your brand – how it behaves, communicates, and interacts with its audience. The essence is the heart and soul of your brand, its fundamental nature or quality. And brand positioning is how your brand distinguishes itself from competitors in the market.
Take Tesla for instance. It has positioned itself as not just a car manufacturer, but a pioneer in sustainable energy solutions. Its brand persona is innovative, forward-thinking, and bold. Albeit, I would say that has more to do with Elan Musk than any branding initiative! The essence of Tesla revolves around sustainability, cutting-edge technology, and luxurious performance. Tesla’s logo, although simple and elegant, does not alone make Tesla the brand it is today. It’s the larger narrative that brings the brand to life.
In a nutshell, a logo is an essential part of your brand, but it’s only a piece of the bigger branding picture which extends far beyond it.
What does branding mean to you, beyond the logo? Share your thoughts here!
by Miriam Hara | Sep 21, 2023 | Branding, Creative, Marketing
As a seasoned brand marketer, I’ve come to realize a fundamental truth: brand marketing is not personal.
As marketers, it is our responsibility to ensure that personal opinions do not overshadow the brand’s intended message, style or persona. Our role is to utilize our expertise and exercise objectivity to effectively promote the brand ‘on our watch’ and maintain its integrity. In my years of experience, I have witnessed that, although separating personal preferences from the brand persona is essential for success, for some, it’s not always easy!
A brand is more than just a sum of personal tastes and preferences.
It has its own character, style, and tone that define its unique identity. Picture this. You’re responsible for launching a new product (sku) as an addition to a very popular brand’s portfolio. As a brand marketer, you must objectively assess the potential appeal of the new product to the target audience and where it fits in the entire brand portfolio. You would need to conduct market research, analyzing consumer trends, and leverage your brand expertise. Only then can you make informed decisions that align with the brand’s image and resonate with the intended consumers.
Brand identity requires the same reasoning and objectivity. As a brand marketer, it is critical to prioritize objectivity. When personal opinions take precedence over the brand’s persona, we risk straying from the brand’s intended course.
As brand custodians, it’s our role to shape the brand’s character, style, and tone that connects with the target audience. We can only do this by not only understanding the brand target audience’s preferences and needs but by adopting them as the brand’s mantra. This means we need set aside personal biases and approach our marketing strategies with a clear and objective mindset.
Full disclosure—I don’t have a favourite colour!
Now, I’ll let you in on my own little branding initiative – I wear purple every day and have done so for the better part of 35 years. Needless to say, people often ask if it’s my favourite colour. As a Creative Being I love all colours equally. But the reason I wear purple is because it’s the agency’s brand colour. Over time, it has become an integral part of our agency’s persona. By embracing the brand’s colour, I not only align myself with its identity, but I also showcase my commitment to its success.
It’s essential to remember that personal opinions should not overshadow the brand’s intended message. By allowing personal preferences to influence creative decisions, there is a risk veering off course and diluting the brand’s impact. To ensure a brand’s longevity and effectiveness, the brand’s character, style, and tone must be prioritize above personal inclinations.
Avoid the common pitfalls.
Maintaining brand integrity also means avoiding the pitfalls of personal bias in design and visual elements. A brand’s logo, packaging, and overall aesthetic should reflect its intended message and appeal to the target market. For instance, I have penchant for minimalistic design. If I insisted on revamping every brand’s visual identity to align with my taste, I wouldn’t be working in a creative agency for very long, let alone 35 years! By utilizing brand expertise and adopting an objective approach towards each and every brand we are entrusted with, we can make design choices that authentically represent the brand’s character while resonating with the intended audience.
As marketers, there’s a critical need to strike a balance between personal tastes and brand persona. By prioritizing objectivity, we can effectively deliver a brand’s intended message while staying true to its unique identity. Success is measured by our ability to navigate the brand’s identity with objectivity and build brand integrity. Here’s to the power of brands and the role we play in their success! What are your thoughts? Please share them here.
by Miriam Hara | Aug 11, 2023 | Advertising, Agency, Branding, Creative
Has the mojo of creating ‘creative’ shifted hands?
Many think that creative agencies have lost their relevance due to computer software, apps, and social media tools taking over the roles once held by creative directors, illustrators, and designers. Consequently, the magic that was once inherent in the creative agency’s offerings seems to have vanished. Well that just not so, and I’ll explain why I think that.
In today’s tech-driven and social media-dominated world, it’s important to ask ourselves: What makes branded creative concepts truly magical? There’s been a tremendous amount of buzz about social media…and there has always been a discussion about the increasingly changing role of the creative agency.
While computer software, apps, and social media have democratized creativity, it’s essential to avoid oversimplification by equating accessibility to software and platforms with top-tier branded creative concepts.
Despite their prevalence, the creative process behind these concepts retains the power to evoke magic, even in the age of social media.
It’s important to understand that creative concepts go beyond design, software, apps, or social media trends. Believing that creative concepts are solely about these elements would be naive. In reality, a solid creative concept requires more than just design expertise or the ability to create viral content with modern tools. Developing exceptional creative concepts that resonate in today’s connected world demands time, effort and critical strategic thinking. It’s not about the software or the latest social media craze, it’s about the ah-ha! moment.
While clients may have profound knowledge of their business, creative professionals and designers possess the skills to bring forth that special ‘ahh’ reaction.
Drawing from my experience of running a boutique agency for 35 years, I have witnessed the transition from drafting table to computer screen and the rise of social media as a powerful tool for creative expression. I can confidently affirm that the creative mojo is alive and well, even in this new landscape. In fact, it may be even more accessible than ever before! So YES, agencies can and do continue to deliver creative concepts in the digital age.
Throughout the years, our team has tackled a wide variety of projects. We have taken fragmented pieces and seamlessly woven them into cohesive, succinct creative concepts that tell a story both offline and online. Additionally, we have successfully transformed dry, complex material into engaging, accessible content that thrives across various social media platforms. There’s something truly special about a beautifully crafted, on-brand piece of creative work. It brings forth a sense of beauty and joy!
Creative minds have a unique perspective that fuels amazing creativity. If software or social media had truly diminished the magic of creative concepts, we would expect TV ads, music, promotional contests, PR campaigns, and other creative outlets to suffer the same fate. However, time and time again, we have witnessed properly conceptualized, executed, timed, and delivered creative content evoking positive reactions both offline and online.
Branded creative concepts, when thoughtfully developed, remain magical in this age of technology and social media. The perception that creative concepts have lost their magic may stem from an influx of mediocre creative work that fails to deliver desired results or capture the attention of today’s digital-savvy audience. In the realm of marketing and branding, this is far from magical.
I look forward to hearing your thoughts on this subject. Please share them in the comments below.
