There's a lot of discussion in the marketing field about branding and its application to overall businesses. Expanding the definition of a brand from the logo or trademark used by a business to the entirety of its operations makes sense because the original application of branding was so successful. By differentiating a product or service from the similar offerings of competitors, companies create an opportunity for customers to not only purchase and use an item, but develop a relationship with the organization behind it. Forbes pointed out products and services have a limited lifecycle, but a stable company can develop positive, long-term relationships with purchasers.
Developing a consistent identity for products is important. While the individual design of a logo depends on unique concerns at the individual level of the business, as well as considerations about the market and industry the company is in, making sure that a brand or logo is correctly presented and displayed is easier. There are practical issues that come up, such as the level of spending on a label for a disposable product or the environmental conditions that an item may be subjected to, but these are more easily resolved than questions of brand identity.
For businesses that want to use labels to enhance product recognition and brand identity, here are a few parts of the process to consider:
- How faithfully will the logo be replicated?: For companies using a simple, two-tone word mark or a single-width line drawing logo, reproduction will be relatively easy. As long as the logo isn't drastically reduced in size and a faithful source image can be provided, most branding labels, regardless of size or composition, will appear accurate. For more complex logos, accuracy and clarity need to be a priority. Businesses that want to use a small logo label should consider using a simplified graphic or, even better, their word mark.
- Color-fastness and adhesives: For labels on products exposed to the elements or other environmental abuse, fading can occur based on the types of inks and substrates used. The colors of a logo can also have an effect on how quickly a label starts to deteriorate. Consider not only the placement of a label but the colors and materials involved as well.
A high-quality manufacturer, such as GM Nameplate, will be able to provide a variety of options and use experience to produce an accurate and long-lasting label no matter the environment.