During this lecture we looked at touch points that brands can have, and anything users can interact with that is associated with the brand. We looked at how these can be used to enhance the brand.
Motion can be used in branding, for example, in advertisements or a motion in your logo. Motion has a big impact on the user due to its captivity, users are more drawn to motion rather than a still images, users will be engaged for a longer period. Motion aslo creates brand recogniton, the first brand I think of when imaging a brand that uses motion is Channel 4. They have used motion in such a creative way, the motion they have used is also consistent with their typography which creates recognition within their brand. They have used motion to create a design system that is playful, surprising and ever-changing.
Merchandise for a brand can boost their brand visibility, by creating products with the brand logo, tagline, wordmark etc. can help your brand reach a wider audience, merchandise creates brand recognition and familiarity. Merch can also build a stronger connection between your brand and the user, merchandise can be used, worn, and held creating a longer impression on the user rather than a digital ad. This effect of creating a bond will also result in customer loyalty. Merchandise that always catches my eye is musicians tour merch, I think this is a great way of using merch for branding as they can be creative or simple, depending on the artist. This type of merchandise creates a memory for the user and that connection, the artist can reflect the vibe of the tour onto the merch.
Stationery for a brand can provide professionalism, and can make an excellent first impression to the user. It shows that the business stylish, credible and attentive to detail. Creating the image that the brand prioritises other aspects as well as just the brands purpose. Stationery can also create a better user experience as the user has physical branding rather than digital. I really liked Due North which is a marketing and business growth agency, they used effective styles to create a elegant looking business card. Their use of gradient and colours is really engaging and I will be using a similar approach to this as inspiration for my own branding.
Avertisemnt is a great technique for grabbing indiviuals attention to introfuce your brand. Advertisement is usually the first impression a user will have of the brand therefore, it is essential to make it stand out such as by making it porportinally and aesthetically pleasing. I really like the billboard Reed.co.uk created, using just a couple words they have created a simple yet effective advert, the bright colour and tone just radiates joy and positivity.
Literature can transform the users experience so easily, literature will always leave an impact on the users, which is why it is important to use it in branding as the branding aims to effect the reader in a specific way. Literature can provide a comedic, thrilling and everything in between emotion. The primary function of literature is to make the product appeal to a consumer, a brand I think has achieved this really well is LaCroix, who sell beverages. Their tone of voice is friendly yet also informative which is something I really admire. LaCroix’s tone of voice is a lot like its product — bubbly; and that goes a long way in building personality and connecting with readers. As my brand is helping individuals with their finances and informing them on subjects they aren't aware of I will be using this as inspiration when deciding my tone of voice.
Packaging is extremely essential to consider as this can differentiate your brand from competition, the packaging must stand out and grab peoples attention, as this can be a sole reason why individuals purchase the product. I really like Neavita’s packaging, i think it really stands out and I love the use of vibrant colour throughout, I also really like the idea of the different variations depending on what flavour you get. This is something I will consider for my own banking brand.