Branding Considerations
Research is really important in trying to
build up a brand identity. If this brief was wider I would further by research.
At the minute I looked into the client’s ideas about their product. I read how
the old the product is, where it came from and what it means to the company. It
is a healthy natural organic food so I looked into organic food brands that
sell well to understand what they are doing right and how they have made their
brands big and adaptable. This product
is quite a small business idea because it is home made and an old family
recipe. Further research would help me see how I could make this go further.
The client says they want to sell it in Harrods, which is a big idea when
there’s little funding and no such branding identity. So to know how I could get this into Harrods,
I would look into smaller food products that are in or have been in Harrods. I
would look at their branding and see how well they have been selling, and depending
on their success maybe modify the design.
I would only modify the design to make it better, because I’m not that
happy with it. I would keep the look of it but design it a better standard and
make it look more professional.
In order to sell a product well the
branding needs to be strong and advertised well. The client wants to sell their product in
Harrods. Harrods does not have any kind of poster adverts inside the building. However
it does have a good high fashion magazine. In order to advertise this for
Harrods I would create a high fashion kind of advert. I would have an image of
a lady cooking in her big Victorian kitchen, and have the products on show. There
would be a shelf full of jam jars with the logo on. Jars would be full of all
the products such as a Pepper sauce and the jams the company make. The lady in the advert would be a bit older around
middle age because that’s who my target audience is. I don’t think younger
people would look at this sauce because of the name but if its being sold in
Harrods, they probably wouldn’t want to pay the price for it either. This older
lady would be wearing the apparel, such as the Grandma’s Sauces apron and also
using the tea towels. It would be a very
warm homely advert because that’s what I think the product is. I think it
stands for home cooked family food.
This company is small but wants to be
bigger and one way is making a digital presence. In order to do this I would
create a website that was easily useable. My target audience is older but I
know a lot of middle age people are very good on computers, so I think having a
website will be useful and work. There’s no need to think that middle-aged
people are hopeless online and that it would be pointless to have a digital
presence. On the website there would be
updates on what’s being made, more jams and sauces etc. There would be a recipe
book to tell customers what goes well with the products. There would also be a
forum page, so people can sign up, get updates on the company and also have
chats with other customers. They can write on a noticeboard type of page their
personal favourite ways to use the sauces and jams. Having a website will be
very beneficial for the company because they can get more funding by allowing
some other companies to advertise on their website. They can also advertise on
other food related websites and get their name around.
I think this company would succeed with
further branding to complete the package. The logo is quite easily adaptable to
put online, in adverts, on apparel to get the name around. The point of family
ran business can be further communicated in their TV adverts, magazine adverts.
The print adverts could differ in style when it’s in different magazines. The
target audience, I think will react well to the styling of this brand. I think
the hand rendered element relates to the homemade idea. It communicates the
ethos well.
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