Once you're happy with your brand positioning, it's time to take careful consideration as to how you package your brand. You want to develop a brand image that compliments your brand values and personalty. Since differentiation is the key, your first step is to look to your competition. Analyze their color use. Discover what the color opportunities are. I use a spectrum chart and I circle the location on the chart a company's brand palette resides. The open unused areas are your opportunities for color. Choose from these open areas, keeping the psychology of color in mind. Color is a very powerful icon.
Next in brand packaging is your brand logo. Keeping in mind the demographic you are selling to, your logo wants to appeal to them. It must resonate with them. A professional image exudes trust, and it also exhibits your brand values. Keep in mind that this image has to exist on many items, both large and small. When you use your brand logo and brand palette, you must be sure to be consistent in their use.
Brand packaging also involves your brand's personality. Understanding this aspect of your brand, you show what flavor your brand image has. It involves the types of photos you use, what the tone of the writing is and what fonts are appropriate. This comes in handy when you develop your websites, blogs and print materials.
Done correctly you will go a long way in strengthening your brand image. This in conjunction with the rest of your brand elements, results in a very powerful proposition to your target audience. Over time it will represent you in the conscienceness of your customer.
This is exactly where you want to be.
