Brand Foundations
Ensure long-term brand consistency.
We deliver a comprehensive “playbook” for your brand equity, encompassing clear and concise documentation such as brand positioning, key messaging, benefit ladder, brand manifesto, consumer growth target, and other essential materials. This resource promotes strategic consistency in design, advertising, and various marketing initiatives, maintaining the brand’s essence as team members and agencies change over time.
Brand positioning on a page – meant to combine both the value proposition and the personality of the brand
Tools like the brand benefit ladder can be used as a source of inspiration for advertising and new product innovation
Positioning guides and brand manifestos to use as applied example of brand voice and character
Frequently Asked Questions
What exactly are brand foundations?
Brand foundations establish the core elements of a brand, such as its brand strategy, brand identity, brand values, brand story, and brand personality. These components are developed through comprehensive market research and form the basis for all marketing efforts and the overall positioning of the brand.
How does establishing brand foundations benefit the business?
Establishing strong brand foundations is crucial as it enhances brand identity and ensures effective connections with the target audience. It forms the backbone of marketing efforts impacting packaging design purchase intent, conversion rate of promotions, and social media engagement, contributing to a cohesive marketing strategy. This consistency helps businesses establish a strong presence and greater brand loyalty, which are essential for long-term success.
How do you approach the development of brand foundations in packaging?
The development of brand foundations for SmashBrand begins with extensive brand and competitor analysis along with relevant market research. As a data-driven agency, brand foundations impact the packaging design by establishing a clear direction and hierarchy for messaging and visual identity elements. This approach ensures that every aspect of the packaging aligns with the brand’s foundational values and aesthetics, making the brand instantly recognizable to consumers.
What elements do you consider essential in representing a brand's foundation on its packaging?
Essential elements in representing a brand’s foundation on its packaging include prominently featuring the brand values that most matters to the target audience. These values should be visually and textually communicated in a way that resonates with the target audience, ensuring the packaging design reflects what the brand and its products stands for.
How do you ensure that the packaging reflects the brand's core values and mission?
We design with the target audience in mind and then communicate the brand's core values and mission through these critical purchase drivers. By understanding consumer preferences and expectations, the packaging can effectively convey the brand's message and uphold its mission, thereby reinforcing the brand’s identity and principles.
In what ways do you test or validate brand foundations to ensure they resonate with consumers through packaging?
Testing and validating brand foundations through packaging often involve engaging with potential customers using various tests such as our PREformance™ Baseline and Brand Positioning Tests. These tests are aimed at measuring how effectively the current package communicates the brand’s message and what changes need to be made for .
What is the investment necessary for engaging in brand foundation services?
Our brand foundation services are included in our Path To Performance™ process, which typically ranges from $25,000 to $500,000. This cost varies depending on the project scope and the specific requirements needed to establish a strong, effective brand identity and packaging design that uniquely resonates with customers, improving purchase intent. Investing in these foundational services is essential in CPG for building a successful brand.
What is the typical timeline for establishing brand foundations?
The typical timeline for establishing brand foundations can vary based on the project's complexity but generally involves several phases of branding work, from initial research and strategy development to finalizing the core brand elements and packaging design the entire process ranges from 3-6 months.
What additional brand development services does your agency offer?
In addition to foundational branding services, our agency offers a comprehensive suite of brand development services including brand strategy, brand positioning, creative design, and consumer testing. These services are designed to enhance your brand's competitive advantage and market presence by effectively engaging your ideal customer. For a detailed list of all our services, please refer to the full list available at the bottom of this page.