How to Translate a Brand Into an Image

Posted by Anonymous , 9/4/2007 Tags:TranslateBrandIntoImage
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How to Translate a Brand Into an Image

Introduction

Every day our eyes are flooded with images associated with consumer goods. In today's economy, the image itself has become the product. Your brand cannot compete unless it projects an image that inspires positive associations between your product and the desires of consumers. These steps will help you develop an image for your brand.

Instructions

Difficulty: Moderate

Steps

1

Step One

Research your target market. Determine what types of lifestyles your customers tend to enjoy. Find out what they value.
2

Step Two

Consult with artists and marketing strategists to develop a logo or motif for your brand. Since your image is just as important as your product, put as much time, thought and effort into it as you would the material goods that you produce.
3

Step Three

Choose a handful of potential images and workshop them. Conduct focus groups to discuss the different ideas. Hold meetings with directors and shareholders.
4

Step Four

Litter the globe with your brand's image. When you've finally chosen the best image, dip into the marketing funds you've been saving and get your image on TV screens, in magazines, on the web and on the street.

Tips & Warnings

  • Consider using ancient imagery for your brand's logo. People identify with symbols that have been around for all of human history.
  • When setting up a focus group, gather participants from various backgrounds. You will benefit from a wide range of tastes and ideas.
  • When designing an image for your brand, try to keep it from getting too complicated. Consumers want simplicity. When they're bombarded with countless marketing images every day, they won't have time to stop and ponder your abstract artwork.
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