What is a brand for?

A brand shines when it is a source of trust for the consumer when it creates value for customers. It is insurance for the customer because it provides a guarantee on the origin of the product but also on the performance. A guarantee of quality, the brand justifies higher prices.

For the manufacturer, it has many advantages:

• Develop loyalty and incentive to purchase and repurchase
• Generate bigger profits
• Communicate directly with the consumer, building a brand communication focused on the target audience of consumers, communication centered on the receptivity of a specific and targeted community.
• Segment the market
• Generate economies of scale

A brand is a contract that must generate trust, a contract that universally guarantees the origin of products and their performance. It is all the more important when the purchase is involved and the perceived risk is high. The brand makes an exclusive promise

Brand strategies

The construction of a brand strategy varies according to several parameters:

• Market segments in size and sector: a segment becomes strong when its turnover is high.
• Types of products.
• The global brand phenomenon.

The different types of brand

The brand produces:

Each product is marketed under a specific brand, and supported by personalized communication, offering a unique benefit to the consumer. The product brand only signs a product and conveys a positioning specific to it.

It can be separated easily, the product brand allows well-differentiated positioning with specialized products, the multi-channel distribution of product brands depends on each channel. Example: Ariel, Badoit

Brand – range:

The company sells products on the same market. This strategy consists in associating under the same name and the same promise, a set of homogeneous products.

The same nature of products ensures consistency in the brand strategy. The brand range sometimes results from a brand product on which, once well established on the market, we practiced range extensions.

The umbrella brand:

The umbrella brand signs several categories of very different products. The positioning of the umbrella brand is broader than that of the product brand.

• The umbrella brand benefits from a guarantee provided by the strong reputation of the parent brand
• Its development cost is lower
• The international vocation of umbrella brands has been demonstrated on several occasions.

The global brand, what are the advantages?

A real advantage of the global brand is to bring more potential, added value, and service to the consumer. An added value will be felt in the profit generated by the company.

The performances linked to it must have solid roots. The brand must have a leading position in market share to register as a global brand and must benefit from strong notoriety.

As a leading brand, it has a large market share in the market and sets the market codes in price and negotiation. To assert itself, the brand must devote a high advertising budget to maintain a hard-won image.

A dominant position forces it to develop its demand to contain competitors. Its function may be to challenge the market if it wishes to change its codes to take a leading position. In a niche segment or in a huge market, it has a volume market share concentrated in one segment.

Brand values ​​represent a set of beliefs specific to the brand, guiding behaviors and concerning particular personality traits. This is why trademarks have commercial and financial value.

Signage. But what is that for?

Signage plays a very important role in the comfort felt by visitors to a site, a clinic, a college or even a public building.

Signs are fundamental elements to facilitate access to the products that we are looking for, so to speak. A distinction is made between interior signage and exterior signage.

Guide visitors to the premises

The exterior signage of a building or site designates all the elements used to guide the visitor to the site. This is essentially the signage present on car parks and store access roads.

Parking signs and traffic signs or even site reception signs constitute the exterior signage of a site or a public building.

Exterior signage therefore includes all the communication media that indicate the presence of a public building, a college, a clinic or even a company. These communication media can be signs, advertising flags, pharmacy crosses, direction signs, etc.

Inside premises

In its capacity as door signage, interior signage consists of communication media that help guide people in an establishment or site and thus facilitate the visit.

Many interior signage supports exist, such as: billboards, billboards, kakemonos, adhesive on the floor, plans, shelves, etc.

Digital billboards, as indoor signage, use the latest technology like LED to deliver a message, allowing the display to be changed remotely with a click using a computer.

As you will have understood, it is a very useful interior signage element that offers several advantages. Among other things, it allows the original display of visuals, which constitutes a real visual cue to guide the visitor.

It is lightweight, easy to install and comes in many sizes. Quite rightly, it has its place inside a clinic, for example.

Some tips

Nothing is more hostile than an activity area where the visitor is looking for his way. Interior signage is used today by everyone, professionals and individuals.

For businesses or other public buildings, signage has the same purpose: to make themselves known to the surrounding area and direct their visitors to the site.

Exterior signage should be designed to attract and project the most favorable image of the site. Also, it must catch the eye and inform without attacking, directing the pace quite naturally.

As far as internal signage is concerned, it is essential to mark out a place and highlight useful information to visitors. Your internal signage must however adapt to your brand image.

Who has never turned for long minutes on the floor of a building in search of an indication of the place sought? Orienting visitors is essential, so as not to turn their heels.

Source of the article:  MR Enterprise

What are the different signs?

To inform and guide customers within the commercial space, there is a multitude of communication tools, each of which has a role to play.

adhesives

Vinyl stickers are important in visual communication and there is a wide choice of models. The window sticker will be favored to adorn storefronts and all kinds of glass or windows.

For adhesives, it is possible to use adhesive letters, printed logos to highlight your image, lettering with or without cutting, etc. to create custom stickers.

To set up adhesive signage, it is also possible to opt for the floor sticker, very useful for marking out a space.

Les kakemonos

The kakemono is a banner suspended vertically or on a stand. It is an ideal visual aid for attracting the consumer’s eye, signaling a direction, marking a route, highlighting promotional offers, etc.

There is a wide range of materials, sizes, and types of printing to meet the constraints and needs of the sign. It is a very powerful marketing tool for customer visibility.

Billboards

The wall display panel is useful for informing the consumer, giving him details about the store: changes in schedules, work in progress, job offers within the company… It is one of the first communication tools. between the distributor and the consumer and it is generally located at the different entrances to the sign.

Directional signs

Essential for directing visitors, directional signs must be precise, well located and visible. There are of course the plans, present in different places to be easily accessible, but also the label holder, the wall visual holder, the totem, the door plate, and the signaling plates, also called signaling panels. Directional signage makes the place more pleasant for the visitor and saves him time.

billboards

Point-of-sale advertisements are an integral part of signage products, as they catch the consumer’s eye and inform them about current promotions.

The billboard structures and arranges the point of sale to improve its visibility. It also encourages the act of purchase of the customer and thus increases the sales of the distribution network.

Safety signage

Compulsory in all French establishments open to the public, in Paris as elsewhere, safety signage comes in the form of pictograms, signal easels, or wall panels.

It must indicate the safety instructions, in the event of a fire, in particular, the contact details of the emergency services, and the prohibitions to be observed inside the sign, such as the ban on smoking. The signal easel warns the visitor of potential danger when the ground is slippery for example.

Improving in-store signage is an essential asset for the company because it allows it to differentiate itself, work on its brand image and make customers want to come back.

It helps the consumer in his shopping experience so that he finds the products he is looking for more easily, therefore it serves to boost sales.

The informational signage is supplemented by different types of POS, in order to strengthen the brand’s communication and build customer loyalty.

Contact us to talk about your projects and get a free quote. All our products are made in South Africa.