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ROADMAP

STAGE 1

b) Branding
Continued

Bringing it to life for your Consumers
This is a highly creative and critical stage in building your brand. You have identiied your
USP from your consumer understanding, brand story and liquid quality. The next step entails
carefully crafting the visuals that will bring that USP to life for your target consumers. There
are many ways to approach this highly creative process, but it’s helpful to focus on what
consumers will actually see, hear and buy, namely your packaging design and communications
plan.

Packaging Design
This is the single most important means of communicating with your consumer from the shelf.
Packaging not only protects goods from getting damaged or contaminated, it also plays a
legal role by meeting legislative requirements. In addition, it can create great standout on shelf
and help cut through the visual clutter consumers are faced with, helping your product to gain
vital shelf or bar standout. Ultimately, it delivers a critical role in your brand building activities
– If people can’t see it, they won’t buy it!. Your packaging needs to relect what your brand
stands for. It should encompass the brand’s story, personality, values and beliefs. This will help
to strike a chord with the consumer and create new fans for your brand.

It’s therefore very important to work with a design expert, giving them a very clear brief for
optimum speed & eiciency. A clear brief should identify your target consumer, what key USP
messages you wish to convey, the style & tone of the design and your brand’s logo. There is
a useful template to use in this design stage to be accessed at www.bordbiavantage.ie; check
out the helpful steps and template for a design brief in the ‘Brand Workbook’ that is hosted on
this website.

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