- Have artwork/logo professionally designed – though the USP of a product may be ‘home-made’, the packaging must look professional.
- Always have a ‘tag-line’ to explain the concept of the product or service.
- Use contrasting words to create interest eg ‘Fast food, cooked slow’ - people immediately understand what they are buying.
- Trial your branding – does it stand out a shelf or splayed on a table with other literature?
- People love personality – if your brand has a ‘face’, promote it.
- Experiment with typefaces – it can make a huge difference to how a brand is perceived - if something is old fashioned it is often the typeface that gives it that image to begin with.
- Colour is important to a brand – Orange the telecommunications company is an easy one and everyone knows Kellogg’s corporate colour is red. Colour must reflect what the brand is about e.g. grey is not a good look for food!
- Strategic alliances – hook your brand up with other well known brands, customers, suppliers etc., use their logos/brands to enhance yours where you can.
- Brand everything - packaging, literature, emails, press releases, vehicles, any available space! Brand it and make sure the brand is the same (ie style, colour, layout) everywhere it is used.
- Brand awareness takes time – love it, live with it and keep pushing it.
