Role Of Brand Design In Product Promotion

Brand design determines how a company, a product

, or a service will look and feel. There are two main aspects of a good brand design. The first aspect of promtong a product is creating the brand identity which is the visual representation of the brand. Brand identity includes the brand name, the brand logo, and all the characteristics that define the brand such as fonts, theme colors, logo mandatory, and taglines. The second aspect is the brand experience which is the trait attributed to the brand. It is how the brand is presented to the audience and how the audience perceives and experiences the brand and its corresponding attributes. These two aspects are applied as major contingents to a comprehensive product promotion.

Product promotion can either be brand driven or sales driven. When it is a brand driven the main objectives of the activity or activities is to provide information, to increase levels of awareness, and to improve brand or name recall. The main goal of a brand promotional activity is to keep the brand top of mind amongst the same products or services or related products and services. Brand driven promotional activities can be monitored via quantitative methods and results can be measured. Brand activities on the other hand yield qualitative results and provide consumer perceptions that can be translated as attributes.

Sales driven promotional activities are designed to boost sales. When a product promotion is sales driven the main objectivities of the activity or the activities is to make the products or services visible, available, and accessible. The goal is to achieve incremental sales in terms of quantity or gross sales or both.

The role of design in product promotion is to provide the experiential factor of the activity. The feel and looks of brand is key to coming up with a promotional activity that can address and communicate effectively to an audience. The brand experience will most probably affect perceptions about the quality of a product or a service. Brand experience is what triggers potential customers into purchasing an item or a service. It is through brands that loyalty is also developed.

Products represented by known and trusted brands are capable of creating an audience that is transformed into customers. Brands create a benchmark of what consumers are to expect about a product, whether an existing or a newly released product. Promotional activities in the same manner benefit from brand attributes and brand standards. A brand identity can contribute to the success of a promotional activity.

Brand design plays a huge role in how a promotional activity is conceptualized, produced and implemented. The concept that surrounds the promotional activity should and must adhere to the standards of the brand. Materials for the activity should also adhere to the brand look and feel, while implementation of promo mechanics, to promo spiels, and all aspects involved should work within set brand standards. The activities that are designed based on brand aspects will create a more effective strategy and will yield better results.

by: Dheeraj Prakash

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