Basic Brand Building Blocks

When thinking about growing your brand, the basic brand building blocks need to be in place to give your brand the best opportunity to take seed and grow. Here are a few general thoughts on the basic building blocks of branding, working like the rings of a tree, from the inside out.

Brand Culture

Your values, beliefs, and behaviors that define your brand and the relationships you want to create with the target market you have identified.

Brand Promise

The commitment or promise made by your brand to fill a need and deliver a value or benefit to your target group.

Brand Positioning

The unique space your brand occupies in the minds of your target audience, highlighting its unique offering.

Visual Identity

All of the visual elements that go into making your brand unique, memorable and ownable. Your brand mark, fonts, colors, and imagery, all of the visual elements working together to create your unique brand.

Brand Messaging

All of your verbal communications used by and about your brand to convey your brands value proposition and compelling brand story.

Brand Experience

The emotional connection your brand makes with your customers by delivering on your promise across all brand interactions.

Brand Equity

Equity is brand value generated and accumulated over time. Equity is the positive experiences your customers have after interacting with your brand.

These basic brand building blocks working together create your brand, its identity, reputation, and the relationship with your target market. By carefully managing each of these building blocks, your brand will take root and grow into a strong and unique place in the market creating meaningful connections with your customers.

Thoughts? mkennedy@kennedy-consultants.com

When Should You Consider a Revolutionary Rebrand?

There are several factors to consider when deciding whether it is a good time to rebrand. Here are a few things you should consider.

Your target market has changed. If your target market has shifted and your current brand no longer resonates with them, it may be time to consider a rebrand.

Your brand has become outdated. If your brand looks and feels outdated compared to your competitors, a rebrand would help you stay relevant.

Expanding your product line. If you're planning to expand your product line or add new services, a rebrand can help you create a more cohesive brand image across all of your new offerings.

Your brand has undergone a major change. If your brand has undergone a significant change, such as a major improvement or a complete reformulation, a rebrand can help communicate this change to your customers and stakeholders.

Your brand is associated with negative connotations. If your brand has been associated with something negative or has developed a poor reputation and after you have rectified all of your negative issues, a rebrand can help you distance yourself from those negative associations to give you chance for a fresh start.

Ultimately, the decision to rebrand should be based on a careful analysis of your business goals and the current state of your brand. If a rebrand makes sense, it can be a powerful tool for revitalizing your brand and reaching new audiences.

The Importance of Graphic Design in Your Marketing Plan

Graphic design is a fundamental component of any marketing plan. It is an essential tool that is mandatory to effectively communicating your brand's message and values to your target audience. Here are some reasons why graphic design is crucial to any marketing plan.

   Brand Recognition: World class graphic design is your brand's visual identity. Consistent branding elements such as colors, typography, and imagery must work in unison to create a recognizable brand. This recognition is the foundation to building a brand that consumers notice and remember.

   Brand Attention: In todays fast-paced world, consumers are bombarded with an overwhelming amount of information every day. A well-designed, strategically-planned graphic attracts attention and stands out in a crowded marketplace. Well executed visual designs create emotional connections with your consumer, leading to increased engagement and sales.

   Brand Values: Graphic design clearly communicates your brand's values and message to your target audience. A well-executed design system effectively conveys your brand's mission and vision, making it easier for your consumers to understand and connect with your brand.

   Brand Experience: Brilliant graphic design enhances the user experience of your branded product or service. For example, an intuitive design system makes product packaging easier to shop,  understand and navigate, leading to higher satisfaction and repeat business.

   Brand Uniqueness: In a competitive market, graphic design is a mandatory skill that differentiates your brand from its competitors. A unique and memorable brand design creates a distinctive brand image that sets your brand apart and increases brand recognition.

   Increases brand value: A strong brand image created through effective graphic design increase your brand's value. A recognizable and trusted brand commands a higher price point and creates a competitive advantage in the marketplace.

   Graphic design is a vital element of any marketing plan. It plays a crucial role in building brand recognition, attracting attention, communicating brand values, enhancing user experience, differentiating from competitors, and increasing brand value. World class graphic design creates a positive emotional connection with the consumer, leading to increased engagement and sales.

A Photography Opening for Mitch Wiebell

Our friend Mitch Wiebell shared a personal Photographic Nature Study, and Kennedy Consultants was honored to host the reception at our studio.

   Kleinfunde—meaning “small finds”—showcases a series of images all captured from Mitch’s horse farm in Milford, Ohio. Each image is wonderfully dense with nature, and the images viewed in a large group represent a diverse, ground level creative exploration through Mitch’s farm.

Choosing Your Perfect Branding Firm

Are you ready to drive sales for your brand? Choosing your perfect branding firm can be a game-changer for your sales growth.  But let's face it, with so many options out there, finding the right fit can feel a bit overwhelming. Don't you worry! We're here to break it down for you.

Before diving into the search for a branding firm, take a moment to outline your branding goals. What do you want your brand to represent? Identify your target audience. How do you want your target audience to perceive you? What are your biggest challenges? Having a clear understanding of your branding objectives will help you find a firm that can help you bring your brand vision to life. An expert firm can help guide you through this process.

Let's take a look at your branding firms portfolio and work expertise. Look for a branding firm that has experience working with businesses similar to yours. Take a close look at their previous projects and see if their work has generated sales for their clients. Remember, you want a firm that can capture the essence of your brand and create a cohesive visual and messaging strategy that drives sales.

It's crucial to understand the firm's creative process. How do they approach brand development? Do they take the time to listen and understand your wants and needs, as well as your challenges? Collaboration is key here. You want a branding firm that values your input and works with you to bring your brand to life.

Communication is the backbone of any successful partnership. It's important to find a branding firm that understands your communication preferences. Are they responsive and attentive to your needs? Do they take the time to listen and understand? A strong and open line of communication will ensure that you and the firm are on the same page throughout the branding process.

Last but not least, let's talk about the budget and the long-term relationship. Branding is an investment in your business's future, so it's important to consider the financial return on your investment. Look for a branding firm that has a proven history of delivering high-quality sales results.

Choosing the perfect branding firm is an exciting and important step for your business. By following these steps, you'll be well-equipped to find a firm that aligns with your brand, understands your industry, communicates effectively, and will help you build your business by growing sales. 

Take your time, do your research, and trust your gut. With the right branding partner by your side, you'll be able to create a strong and memorable brand that resonates with your target audience to drive sales. 

Good luck on your branding journey!

Value of Branded Packaging

In the world of consumer-packaged goods (CPG), branding and package design play critical roles in attracting customers at the first moment of truth—standing in the aisle of a store and looking at a crowded shelf. 

A brand is more than just a name or a logo—it is the identity of a product, the promise it makes to consumers, and the emotional connection it creates. Effective branding will help a product stand out in a crowded market, quickly communicate its unique benefits, and gain trust with consumers.

Branding provides a competitive advantage in a crowded market. CPG brands are sold alongside dozens or even hundreds of similar products, making it difficult for consumers to distinguish one from another. Branding provides a memorable platform for a product to differentiate itself by quickly and easily communicating its unique benefits.

A well-designed brand is easy to understand, visually speaks to consumers, will elicit feelings of trust, reliability, and sometimes even nostalgia. An emotional connection leads to brand loyalty, which means that consumers are more likely to choose your familiar brand over a new one, even if they are similar in quality and price.

The purpose of branding is to increase brand recognition and recall. Consistent branding across all touchpoints, starting with packaging—then moving through advertising, and social media—helps consumers get to know a product. This is especially important in a crowded market where consumers are bombarded with information and options. A strong brand name and brand mark will stick in a consumer's mind, making it easier to find and choose the product in the future.

Powerfully built branding impacts consumer perception by creating clear value. A strong brand will communicate the values of the product or company, which will influence consumer purchasing decisions.

Branding is a vital cornerstone in the development and success of consumer-packaged goods products.

Building a Bourbon Brand