Maintaining a strong brand identity requires all the different elements that your company has at its disposal, from posters, signs and commercials to sufficient product labels.
A piece that appeared in Ad Age written by Al Ries examines one quality that can lead to better customer engagement: choosing the right images. With the right industrial labeling systems, a company make the images they use stand out more and have a full range of colors and label types available to them.
One of the examples that Ries uses is the clear, easily recognizable milk bottle that has become a staple of racing brands. A picture of a successful driver chugging a bottle of milk carries with it a solid value that stays in the viewer’s mind. But beyond what this says for the bottles themselves, the image of milk holds significance in other settings, including when consumed by race car drivers.
Ries considers this an example what he calls “visual hammers.” These are symbols that capture the customer’s imagination and keep them interested in ways that other, more textual kinds of marketing might not. It’s important to try and make this work to increase the reach of your business.
Another example might be the popular traveling garden gnome used in ads by Travelocity. This character has evolved into a full-blown spokesperson and mascot for the brand, but it also puts a solid face to a concept (travel) that might seem somewhat abstract otherwise, according to The Globe and Mail.
If you choose to capitalize on this idea, color label printers will be important to realizing your goals: you will need to be able to create labels that replicate whatever images are a part of your campaign.
Leave a Reply