This week we took a look at the application of brand identity.
A touchpoint is essentially where customers may interact with the brand. This can range from a mobile interface all the way to the architecture of the brands premises. When creating a brand it is important to be aware of what your brands touchpoints will be as this can influence not only the brands image but also the users journey. Consideration is key here as, irrelevant touchpoints can congest user traffic and end up creating a net loss for the brand. In regards to how many touchpoints a brand can have there is no real answer as it could be endless. It is all about the approach.
Signage is probably the most traditional touchpoint one may encounter in their day to day life. Whilst their aren’t as popular as they used to be I feel those that are done right strike users in a way that any other touchpoints can’t seem too. Too often brands simply slap and logo and a statement on a billboard and call it a day. Henry, a London based watchmaker recently rolled out a rather exciting ad campaign with a focus on signage. This is a great example of a considered approach to the brands touchpoints and roll out, choosing to place their signage at key public transport touchpoints such as train and bus stops in a city like London where millions will be commuting daily. It is this considered approach that makes the branding effective and appropriate.
Merchandising is a good way for brands to enter a personal space, creating a connecting between brand and consumer opens doors in regards to brand loyalty and recommendations. If one were to purchase merchandise from a brand it can be interpreted as an endorsement of the brand. One brand who’s merchandise I have bought is Bambino, a pizza place in Dublin. Whilst it wasn’t the best pizza in the world I really enjoyed the experience offered by the restaurant and wanted to bring a little bit of it home with me. I as a user am more than happy to be a walking endorsement of the business because of this good experience. Beyond this it can also be a great way for more design inclined brands to flex their muscles in a new space.
Thoughtful packaging can enhance a users experience, promoting the idea of the product being premium, and most importantly, considered. With the sheer amount of competition across the market these days it is important that your product itself, stands out. Milgrad a Russian dairy brand adopted this little blue cat, playing on the motif of kittens and their love for milk. It is an appropriate character to adopt considering this motif. Its use of minimal colour allows it to remain where it belongs, amongst milk. Milgrad have had the design span across different cartons of milk depending on the orientation allowing them to play further on the nature of the product as it will be lined on shelves in supermarkets. It is this careful approach to illustration that allows Milgrad to jump out at consumers whilst remaining appropriate to the product.
