POSTED BY: Xat Houatchanthara

How to build your brand’s image through merchandise

29th Aug, 2018
Jo Malone bags neworld blog

How to build your brand’s image through merchandise

Branding surrounds us 24/7/365. Whether we realise it or not we are constantly being bombarded with company names, logos and images.

Take the humble take away coffee – brands are fighting for their brand to be the cup that you want to be seen with. Insomnia recently brought out their voyager cup as a chance to create new interest in the humble takeaway coffee. Starbucks’ annual Christmas cups create massive social media stories of their own, again creating interest and generating PR stories that run and run.

Another great example is the shopping bag. The Brown Thomas bag being an example of the bag that people tend to not want to throw away but reuse time and again. The bag itself is a visual reminder of what the Brown Thomas brand stands for, with its black and white distinctive stripes and black ribbon tie. Similarly, Jo Malone and the perfumed paper inside that cream and black bag is a gift that starts with the bag. And Chanel with its classic, distinctive logo that represents the brand values for the iconic beauty label.

So how can you maximise the potential your brand can have with everyday items your customers use and purchase?

Pointers to maximise your brand:

  1. Ensure that everything your customer touches represents all that your brand stands for. From the moment they enter your store, they are evaluating you and your business. Never underestimate the importance of the little things.
  2. Your branding visual language – it’s important to have the balance of the size of your brandmark, patterns, colours and tone of voice. They all play a major roll in the visual presence of your brand within the hustle and bustle of the high-street. 
  3. Don’t skimp on the quality of the stock of your bags, as this can get longer mileage for usage for carrying lunch to work, reading books on the daily commute.
  4. Go the extra mile with your finishing – add luxury with foiling your brand mark, embossing or embellish it with ribbons and personalised tags.

Xat Houatchanthara – Creative Director Visual Communications

Xat has specialised in building brands, from inception through to rollout to creating complex brand guidelines. In his role as Creative Director, Xat immerses himself in the complete branding process, acting as your brand guardian throughout each project, combining fresh, dynamic design concepts with sharp implementation.