#1: Identifying Your Demographic Defining your target audience is the first step in defining your brand. By researching the average age, gender, income level, and job title of your current clients, you will understand who your target customer is; part of creating an excellent brand is doing excellent research. How do you know what to say if you don’t know whom you’re speaking to? Having a target demographic shows you where to direct your marketing and sales focus.
#2: Know Your Value(s) Your brand values are found where your customers needs meet what you’re best at providing. Chances are, you know what products or services your company sells, but do you know how it differentiates from its competitor? By defining brand values, you define what you can distinctly offer to both your customers and your coworkers/employees.
#3: Curate Style and Tone You probably know that cereal boxes are intentionally bright and multi-coloured to attract kids attention and that people who smile often are seen as more approachable. People naturally form opinions based on subtle style and tone cues like these and your brand is no different. Deciding on a consistent style and tone for your business is key to establishing how the public will view your company.
#4: Create a Logo If brands were people, then logos would be their personal style. Casual, serious, colourful, bold — style provides a chance to control your first impression. Creating a logo that suits the specific voice and values of your company is imperative to starting off on the right foot with potential new clients. A well made logo will stick out in peoples mind and help them to remember your business.
#5: Establish a Brand Guide The rest of the branding process has been explained. You know what you stand for, you know what the company is working towards, people can distinguish the brand from others, and you know your target demographic—but do you know how to speak to them? A brand guide outlines a company’s voice, what kind of content gets posted and the language used. This document should detail the rules surrounding any postings from the company on any platform.
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The Paperboard Packaging Council (PPC) has opened submissions for its 74th annual North American Paperboard Packaging Competition. Recognizing masterful folding carton and rigid box manufacturing, the competition will be adjudicated by a panel of packaging experts in July at PPC headquarters in Springfield, MA. The winning packages will be revealed at PPC’s 2017 Fall Meeting in Scottsdale, AZ.
A rigorous, standard-setting contest, PPC’s Carton Competition highlights the best paperboard packaging manufactured over the past year. In evaluating each entry, judges examine finished cartons loaded with product, carton blanks, as well as detailed write-ups that reveal customer specifications, design solutions, board type, converting techniques and more. Judging criteria include concept and design, converting, distribution, fulfillment, retail and end-user experience.
In addition to a general category, the competition features two special categories. The Innovation category ranks cartons that were converted using new and unique techniques or with innovative substrates, inks, laminates, or coatings. In the Eco category, cartons are evaluated on how they replaced less sustainable substrates or how they decreased waste, utilized recycled/recyclable materials, or promoted clean production processes.
Each carton may be given a Gold, Silver or Boxmaker award in its respective category. The competition’s top awards include Paperboard Package of the Year, Folding Carton of the Year, Rigid Box of the Year, the Innovation Award and the Eco Award.
“For almost 75 years, the paperboard packaging industry has looked to the PPC’s North American Paperboard Packaging Competition, not only to honor the best of the best in converting, but also to discern upcoming trends and production techniques,” says Ben Markens, president of PPC. “I’m looking forward to another dynamic competition in 2017!”
The 2017 panel of judges includes packaging experts with a wide variety of backgrounds from technical converting to branding and marketing. The panel includes: Joanne Grennille, senior packaging scientist at Mars Chocolate NA; Sandra A. Krasovec, packaging design professor at FIT; Bill Wynkoop, adjunct packaging professor at RIT; John Lyons III, former associate publisher of Package Design magazine; retired packaging executives Gary Miller and Richard DePaul; and Lynsie Gibson, packaging engineer at Performance Health/Hygenic Corp.
PPC members should submit entry forms before June 1, 2017. For more information, visit paperbox.org/cc.