Branding (EN) Non classé

How The Right Color Choice Can Increase Your Sales

How The Right Color Choice Can Increase Your Sales

Importance of Brand Colors

Discovering the hidden meanings of colors and their power to influence opinion is fascinating. Colors evoke unique thoughts in customers about your business, and your color is one of the first things your target audience recalls about you.

For example, when you think of Facebook, you naturally think of the color blue; when you think of Starbucks, you think of the color green. These colors are present in every aspect of them. They are significant because they trigger emotions and develop a special atmosphere. Emotions impact decision-making.

Choosing the proper branding color is one of the most crucial factors in increasing your sales and overall market success. They have specific effects on people and are connected to various meanings.

While developing marketing materials for your company and branding tactics, even something as simple as color can significantly impact your brand’s overall effectiveness. As a result, choosing the right colors to employ is crucial if you want to succeed in your market.

Make an Impact on Your Audience with Colors

It is widely recognized that the appropriate color choices and combinations can attract prospective customers and retain their attention on the materials you provide. Trendy and popular aesthetics are important, but you must choose them carefully.

For example, a high-end fashion brand typically relies on sophistication and elegance. Neon green, known for its loud and vibrant nature, would clash with this image and may alienate the brand’s upscale clientele, so it shouldn’t be used under any circumstances.

Also, luxury car brands typically opt for colors like black, silver, or deep blues to convey sophistication and elegance. Using for example bright purple, while attention-grabbing, may be seen as flamboyant and off-brand for a luxury automobile.

Make sure to investigate the newest styles, trust your gut, and filter out the ones that might help you refocus your design to be more aesthetically attractive without deviating from the intended purpose. Pinterest is one of the most well-known platforms. If we’re talking about aesthetics that potential consumers want, here is the perfect spot to look for colors that are utilized to romanticize even the most mundane of tasks. This provides us with a color map to work with.

Aside from the standard colors that are usually connected with specific businesses and emotions, you can also apply their various shades. Make your brand stand out by using a color that your target audience will associate with your brand first and foremost.

You can establish contacts and demonstrate to people how they can depend on and trust you. For example, Facebook’s use of blue conveys trust, dependability, and a sense of community. This shade corresponds to the platform’s aim of connecting people and creating online connections. Choose your colors wisely, since they could influence your brand’s future.


Use Popular Pantone Color Trends to Make an Impact

You can have access to more than 15,000 Pantone colors, so it’s not easy to go through all of them and choose the best one for your brand. However, once you’ve found your Pantone color, you can confidently use it in branding, fashion, and product design. Using contrasting colors can also help you appear more unique, and people may believe you are attempting to demonstrate your individuality.

Pantone colors are known as a certain combination of numbers, after that, you might see the letters C or U, which stand for shiny coated paper and matte uncoated paper. For example, Pantone 18- 1664 is a Fiery Red, it’s a red tone that is related to energetic intensity, Pantone 14- 0756 is Empire Yellow, which is a luminescent yellow that simply radiates joy.

When it comes to the examples of creative design, Behance is pretty much the director of this content. On this platform, you can simply choose what type of designs you want to look through. There are endless samples to analyze and adapt to your brand’s visual identity. Creating something unique is important but you should also remember what Pablo Picasso said: “Good artists borrow, great artists steal.”

You must keep in mind, that when it comes to design, certain standards are being set from time to time and everyone has their turn to be one of a trend-setter, but it’s all about how you use the trends and colors suited for your image creating something unique and one of a kind.

Pantone Colors for Graphic Design

It is critical in the digital age to be presentable both online and offline. As a result, ensure that your colors are actively employed on your social media channels as well. Several colors are actively utilized in graphic and packaging design.

For example, a combination of cool and tasteful teal and mid-tone gray is widely employed; it’s an unusual combination that occasionally includes rich coppery gold. Essentially, you can tell your audience a story about your brand with each color combination.

Brand Colors for Various Industries

In addition to the primary colors that reflect your company, it is critical to exhibit the neutral and secondary colors in a harmonious way. There are several basic color palettes for different sorts of brands that you could utilize. Deep red, light ochre, salad green, and burgundy are preferred for Food and beverage. Law firms can utilize umber, burned umber, deep burgundy, and mid-yellow.

Navy blue, steal grey, cobalt blue, and cobalt green can all be used by real estate firms. Ultramarine blue, crimson red, lilac, lavender, and other brighter green tones are preferable for medical enterprises. Bright red and a mix of sky blue and mid-yellow are recommended for First Aid and Hospitals.

Lighter purple, lavender, traditional B&W combo, and turquoise must be used in educational centers. Furniture companies can utilize darker colors of emerald green, royal blue, and blue-tinted gray tones, as well as cooler pink tones.

These colors serve as recommendations, but they do not fully limit your options. You will notice a broad range of color options in applications such as Adobe Photoshop or Illustrator, so make sure you actively participate in the creative process. Stay faithful to your brand’s identity, what it stands for, and especially the central concept or main part.

Pantone Color of the Year 2023

The trendiest Pantone color for this year is Pantone 18-1750, also called Viva Magenta. This color vibrates with different vigor, it’s a pulsating color, that creates a joyous and optimistic atmosphere. It’s a powerful and memorable color. Animated red can manifest as a stand-out-statement in your branding strategy.

As Leatrice Eiseman, an executive director of Pantone Color Institute and international color guru mentioned, the inspiration came from nature and is related to cochineal, one of the dyes from the natural dye family.

Colors that can be used in your branding strategy can come from any source, any feeling, and any part of nature. You can combine all of your values and messages in them and inspire your target audience to follow you in your goals, discoveries, and progress.

The 2024 Color of the Year is Revealed

2024’s color is revealed to be -Apricot Crush. This beautiful color blends apricot undertones with faint traces of coral to create a balanced and appealing pallet. It has a vivid and dynamic atmosphere, making it an excellent choice for artistic expression. Its smooth look conveys a sense of warmth and optimism.

Apricot Crush was inspired by the desire to incorporate creativity and positivity into our lives. The hue is inspired by nature’s rich harvest. The dazzling brilliance of the fruit and the delight it gives serve as a metaphor for welcoming fresh beginnings and colorful experiences. It embodies the essence of growth, dynamism, and the adrenaline rush of tackling the future.

Apricot Crush evokes a wide spectrum of emotional and psychological responses. First and foremost, the color generates thoughts of warmth and enthusiasm, reminiscent of bright days and pleasant times. Its colorful vitality encourages creativity and fosters inspiration, making it a hue that promotes creative thinking.

This color exudes cheerfulness and optimism, elevating moods and inspiring hope. Apricot Crush, the Pantone Color of the Year for 2024, represents the spirit of development, vigor, and positive energy.

Apricot Crush’s Benefits for Various Industries

Apricot Crush can be utilized successfully in a variety of sectors. Its warm and elegant tones may be used in clothing designs to create a sense of warmth and sophistication. It goes well with a variety of hues, including soft neutrals, earthy tones, and even contrasting strong tints. Apricot Crush may be used in a variety of items, including dresses, blouses, and accessories.

It can be extremely valuable in interior design and home décor. It has the ability to add vitality and warmth to living areas. It may be used to add a splash of color to furniture and fabrics. This color looks great with natural materials like wood or rattan, as well as metallic elements for a modern touch.

Apricot Crush has already been adopted by several fashion designers and businesses. This color is one of their collection’s warm and earthy tones. High-end fashion brands and young designers have integrated the color of the next year into their runway shows and ready-to-wear lines.

This hue is very popular in the world of beauty and cosmetics. Cosmetic businesses can launch apricot-toned beauty items, such as blushes, lipsticks, and eyeshadows, to appeal to customers looking for a natural and pleasing appearance. Nail polish companies can produce a range of apricot-inspired nail colors for individuals searching for fashionable and attractive manicures. It can be included in the package design of skincare products, improving their aesthetic appeal and portraying a sense of vitality.

Apricot Crush provides a plethora of alternatives for developing effective marketing strategies. Incorporating this color into branding components like logo design, packaging, or website design, for example, can allow you to develop a distinct and memorable brand identity. These colorful tones pique the viewer’s interest and make for a good choice for visually appealing commercials.

It can also be used to deliberately showcase certain products and services or features within a marketing campaign. Additionally, complementary hues, such as soft greens, cold blues, or warm neutrals, can create harmonic and aesthetically pleasant combinations.

Our Support for Your Exceptional Design

Becoming a strong brand, such as Coca-Cola, with loyal customers is like a white light at the end of a path that is filled with things like design, customer service, sales, and so on. Different colors can make it easier to go through those points.

You may use a variety of hues, including orange, yellow, green, blue, and red. You just need to pick something that will work best for your sector and will allow you to communicate your thoughts without using too many words. The color itself can make a statement. You must never forget this regardless of your aim, whether it is to create a brand or to become a good brand.

Edana, as an effective branding agency, is capable of excelling in this area. We can create a color palette that resonates with your target audience, distinguishes you from competitors, and leaves a lasting impression in the minds of customers using our experience in color psychology, design trends, and market research. In a world where initial appearances count, we can transform your brand into a powerful vector for engagement and growth with our branding strategies.

Branding (EN)

How to use competitive intelligence to manipulate the perception of your brand?

How to use competitive intelligence to manipulate the perception of your brand?

Importance of Competitive Intelligence

Competitive intelligence is related to gathering, analyzing, and using information about the competitors, customers, and market to understand more about your competitive advantage. Following competitive intelligence in-depth will help you to manipulate the perception of your brand and transform it in the desired way. You can improve your company, brand, team, products, and services based on this informative process. Also, it’s used by many famous brands, including Coca-Cola, Pepsi, etc.

In this case, it’s basically how your brand will be seen by others. Your target audience should always see you in a good light because most of the benefits and accomplishments are related to that. But if you’ll accurately use the information that you gathered from competitive intelligence, the only option that you’ll leave your competitors with will be for them to admit your superiority in the industry.

How Competitive Intelligence Can Work for Your Brand

Competitive intelligence can gain crucial information about all the factors that define your competitiveness. It lets you know about all the opportunities and challenges that you could come across on your way. You need to study carefully the pros and cons of your competitors’ plans, understand more about your target audience, and study the marketplace where you are operating.

It can help you with problem-solving and decision-making processes, can help you to improve productivity as well, and generally, is a fascinating and dynamic process. It’s not about doing research only once. Defining one solution based on one research and then using it isn’t the beginning and end of this process. You need to be constantly alert to find important factors and act immediately. Alertness and innovativeness will help you to get more benefits from competitive intelligence.


Tactical Competitive Intelligence

Tactical competitive intelligence is more focused on short-term perspectives and can help you to increase sales as well. In this case, you can research, what are the buying trends of your target audience, and how competitors present and promote their products. You’ll gain knowledge of the current landscape and will have a better understanding of what your customers need.

With this solution, you’ll know how you could improve your brand voice to show your audience what’s the personality of your brand. When you are changing this information based on what you found out from tactical competitive intelligence, you can also portray your brand in a certain way for your customers. It will help you strengthen your relationship with your loyal and existing customers as well.

Strategic Competitive Intelligence

Strategic competitive intelligence can help you to capture a view of the landscape that could stretch over miles and help you prepare to achieve long-term goals. To improve the decision-making process, it would be beneficial to implement more innovative technologies in your strategy. You’ll identify key risks and opportunities as well.

All of the information gained from competitive intelligence will help you to change or improve the most crucial details in your industry and will help you to improve brand equity as well. Changing or improving these details can have an influence on how people perceive you and help you to create a memorable, impactful, and successful brand image.

Tailored Services for Your Brand

After finding out the most important aspects of competitive intelligence and finding solutions for your short-term and long-term goals, it will be time to decide what you can do to make your target audience see the true worth of your brand. In this case, you’ll need to start using the solutions that will be specifically created for you. You can use many options here, but competitive intelligence will help you determine the best solution for your brand.

You can use graphic design, video communication, and different branding strategies to reach desired results. How people perceive your brand decides a lot for your future success so using all the options that can improve your brand image for your target audience is important to consider. Just try to take a broader look at the whole situation and you’ll notice how many innovative options you could use.

What We Offer

For more similar articles, make sure to scroll through our Publications on Edana. Your Swiss Branding Agency is ready to provide you with Expert-Level assistance and help you with your Brand Strategy and performance to turn your brand into a powerful market leader.

Branding (EN) Non classé

What kind of Prices can a Swiss Branding Agency charge?

What kind of Prices can a Swiss Branding Agency charge?

Various Prices Seen in Swiss Branding Agencies

Whether it is for strategic support or the implementation of your ideas, there are many reasons why you should seek the help of a Swiss branding agency. Regardless of the size of the company and its objectives, a branding agency aims to accompany its clients toward success through specialized and tailor-made support.

More and more Swiss agencies are offering branding services today and choosing one of them can be a laborious process. This process is made even more laborious because most of these companies offer different prices for the same service. This practice results in confusing businesses looking for a branding agency. The majority of companies and most of our clients are generally confused by the various prices offered on the Swiss market.

The aim of this article is to help you in your decision-making. We will review the different rates available on the Swiss market and the main elements to take into account in order to choose the best branding agency and have a better return on investment.

Each Branding Strategy is Unique

Each branding strategy is different from the others and contains many unique components. They could be beneficial for specific brands but not for others. You might need to change your logo or you might need to use more social media trends and styles. You might want to craft your brand message, or you might be interested in brand positioning and brand equity.

A branding agency could help you analyze your industry and help you determine the right brand voice for yourself. Clearly define the goals and interests from the beginning to avoid confusion later. You might come across many offers with less price and many promises, but pay attention to quality. If the work lacks even one essential component, you’ll get a solution that might resolve problems for you in your present but won’t help you in the future.


Brand Packaging Pricing

Packaging prices differ based on your requirements and also the overall quality of the work. If you want to pay less you might find options that would satisfy your immediate needs. But you might come across issues when it will be time to print. A price range that happens to be made of very small numbers doesn’t reward you with quality at all.

When you are working with an established Swiss branding agency that can help you properly you’ll need a minimum 2 000 CHF per packaging design. In this case, you can be sure that you’ll see the appropriate quality and will avoid unpleasant surprises as well. Prices change based on specific requirements that you might have, but after talking with your agency, you can clarify facts about how the work will be done and how much you’ll need to pay.

Brand Identity Price

Working on brand identity includes logo designs, color palettes, typography, icons, shapes, etc. You need to do a serious investment here because the final results determine the improvement of your brand identity and visibility. The prices here start from 2 000 CHF. You have to consider what you need to do with your brand.

Because, generally new brands need different approaches and have different requirements, while bigger and more experienced brands have absolutely different needs. The price would be different for everybody here because all the processes that are related to brand identity are unique for every company.

Cost of Branding Guidelines

Everything depends on the depth of guidelines. Style guides which only consist of 3-4 pages could cost you less. However, if you want to have a more detailed guideline that could be used more successfully in the future as well, the price range could increase. You’ll need at least 2 000 CHF in order to get this process done efficiently and successfully.

Brand Development Cost

Brand development costs heavily depend on what you need to do. It could be a logo design, a webpage design, or it could be related to brand positioning. So of course, the prices will be different based on what you need to do to achieve your goals. Prices here start from 10 000 CHF and the exact amount that needs to be paid depends on how small or established the specific business is.

Creating a brand or improving it is a very taxing process, where you have to consider your target audience, loyal customers, and your long-term goals. Also, you need to consider more aspects of your products or services. You just always need strong brand management. Working with the Swiss Agency can help you understand exactly what you need to have a strong brand image that will make people perceive you in a new light.

What We Offer

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Branding (EN) Non classé

Quick Guide to Creating a Brand Book

Quick Guide to Creating a Brand Book

Importance of Brand Book

A brand book is like a map that illustrates the maze that your brand went through while achieving its goals and is informative about numerous important aspects. A brand book is like a story of a brand and a powerful strategy.

In the brand book, numerous aspects are contained, like what’s the meaning of your logo and why was it designed that way, what are the brand colors and how they are used. A well-developed brand book is beneficial for business for lots of reasons, not only are they interesting for customers, but they also help people who work for your company and are used as great guidelines.

Brand books can help you to maintain your brand’s consistency, establish trust in your brand, boost your visibility and efficiency, and helps you to achieve growth and success.

Brand Introduction

Before you start working you should know what’s your brand’s mission, what’s your vision and how you can show your true brand persona to your target audience. This will be your brand’s introduction.

Speak clearly and confidently about your company’s mission and goals and how they can change the world, what makes you unique and what’s your history.

It’s important to show your audience your brand persona because different personas always get more attention and showing your audience a personality will make them trust you and appreciate you more.

Along with your mission and visions, you’ll be able to tell them where you are heading and besides what you show them, what they should expect from you.

Logo Guidelines and Taglines

The first thing that customers notice is visuals, that’s how they gain a first impression and make up their minds about your brand. So working on visual guidelines is very important for brand books.


The logo is the brand’s identity, one of the most important visual aspects. Most of the time, when it comes to giant industries, you just need to see the logo to know what’s the name of the company.

There are numerous logos, they are in different colors or different shapes. So the guidelines in the brand book should be specific about colors, size, and formats, it will be useful for your team as well.

Taglines are used differently by various companies, some companies frequently combine logos and taglines, and some don’t, so brand books should contain specific information about how they are used in the company and why.

Color Pallets and Fonts

Every company is associated with a specific color, like Coca-Cola with red and Facebook with blue. Colors leave impressions, they make customers feel certain emotions towards you and create associations. Brand books should clearly dictate what are the colors of your company because colors are an important part of your brand identity.

Also, like colors, fonts are unique and special as well. Every brand uses different typefaces for logos, and generally anything related to their brand. Brand books should contain several examples of fonts along with their description and meaning.

Copywriting and Page Structures

Copywriting skills are important to ensure the success of your brand. With effective copywriting, you’ll be able to strengthen your brand image, establish meaningful relationships with your customers, improve conversion rates and sales, and increase your brand’s visibility as well.

So using this skill for your brand book is crucial. You have to be sure that your content is well-written and that everything in the brand book is written in the same style.

Besides writing content, it’s important to determine how the pages will be structured because some brands need brochures and they might be folded differently. So the brand book needs to be specific about these aspects as well.

Public Relation Policies

The part of the brand book that is about public relations policies is mostly about the representatives of the brand and contains additional information about how they can be contacted. You can also add the part about what to do, and what shouldn’t be done, in short- Dos and Don’ts.

After going through these basic guidelines make sure that your brand book will be well-designed and creative as well. This is the expression of your brand, so everything has to be unique and well-planned.

What We Offer

For more similar articles, make sure to scroll through our Publications on Edana. Your Swiss Digital Agency is ready to provide you with Expert-Level assistance built on customer loyalty, progressive ideas, and dedication. Our expertise includes Brand Strategy.

Branding (EN) Graphic Design & Illustration (EN) Non classé

Trending Artificial Intelligence Art Generators

Trending Artificial Intelligence Art Generators

Why is Artificial Intelligence Important for Art?

Artificial Intelligence (AI) can be used to generate art and also analyze it. The connection between AI and Art was established after the invention of the computer and numerous graphic designers benefit from it now. Nowadays AI-generated art is in advertising, architecture, fashion, film, etc. 

AI-generated art includes numerous realistic and high-quality images and animations. Artists use AI as an important tool and work with algorithms to create high-quality art while staying original. This solution gives the artist capability to generate unique graphics and make art with merely a code.

NightCafe as AI Art Generator

NightCafe is a famous AI Art Generator where you create art with numerous options regarding the desired art style or texture. You can create your image in several minutes and purchase images as well that you liked. You have full copyright ownership and you choose if you want to show your art to the general public or not.

NihtCafe has impressive community features as well, you can follow other users, participate in daily challenges, comment on your favorite creations, turn your creations into collections, etc. You’ll have access to numerous algorithms and have a text-to-image art service as well, which understands your words to create a unique image for you.

Deep Dream Generator

Deep Dream can help you to make more realistic images with Artificial Intelligence. It’s user-friendly and just requires uploading images before the tool will be able to generate a new image based on the original. Because of the different painting styles that Deep Dreams has, most people use it to create artwork.

Deep Dream has several different styles, on top of that creates realistic images, has text-to-image service, can interpret a painting style as well, and is good for creating abstract art.


Fotor GoArt

Fotor is another option with numerous users and is frequently used to create NFT art as well. It’s beginner-friendly and you can get accustomed to it without much technical or design experience.  Also, you don’t need an account to create or download images.

Again you can just upload an image and choose a style of art that you’d like to apply to it. You can create NFT art more quickly, use different styles and editing options, and also have access to numerous tools that will help you perfect your images.


With WOMBO Dream you can play with different styles and use it as an NFT creator as well. You can use complex algorithms to turn your words into unique pieces of art. You can go for futuristic landscapes as well.

Some of the main features that could make your experience more unique include surreal designs that can enrich your artwork, also transform photos into cartoons, and use various art styles.

How your Business Can Benefit from AI-Generated Art?

AI Art can be one of the biggest steps towards another success, another improvement. With Artificial Intelligence you’d be able to create fascinating characters and develop a story, which will bring your message to your target audience. People love stories and companies always benefit when their storytelling is more creative.

Numerous companies develop games, books, and ad campaigns based on AI. AI-generated artwork is great for developing websites and mobile apps. Another benefit is the influence that it could have on marketing since creativity and marketing are always connected. You could create logos and other branding elements.

Software that generates art can be used in numerous ways, after determining what’s your goal, you can choose the one that could make your brand stand out via different services.

What We Offer

For more similar articles, make sure to scroll through our Publications on Edana. Your Swiss Digital Agency is ready to provide you with Expert-Level assistance built on customer loyalty, progressive ideas, and dedication. Our expertise includes Visual identity for your Branding Strategy.

Branding (EN) Non classé

7 Basic Brand Naming Principles 

7 Basic Brand Naming Principles 

What makes a Brand’s name successful?

An effective brand name is crucial for any industry. Since it’s the first thing that gives the target audience idea, about what are you representing and what are your services or products. Brand name could be one of the most important reasons for success.

The brand name needs a couple of steps to ensure the success of any company. A good name will help the company to be competitive and seem more valuable to customers. It must be easy to remember and distinctive. Since most of the successful companies start operating in other markets as well after some time, don’t use the brand name that will tie you down anywhere.

Importance of Alternate Spelling

Spelling is one of the most important aspects that could play a crucial role in the brand naming process. For example, Google sounds very fun and can be pronounced easily, but its spelling is very interesting. It’s based on googol, the term used by many mathematicians that refers to a very large number. Founders just kept saying that they misspelled it.

What’s clear from this example is that spelling always matters and different spelling variations bring different results. There are other examples of alternate spelling in the brand naming process, for example, Lyft and Fiverr.

Use of Compound Words in Brand Naming

Compound names are actually used frequently by different companies. Basically, compound words are a mix of two or more words to create one single word or phrase that acts like a single word. They have distinctive meanings that could be very different from the words that they are made of.

For example, Snapchat is a brand name that combines the most important ideals of the company, to take pictures (snap) and then socialize (chat). Other brand names, like FedEx and Microsoft, are based on this principle.


Two Words

Two-word business names effectively combine important keywords to leave a lasting impression on the target audience. Also, don’t restrict yourself and try to choose which side of your company would be more intriguing and memorable for customers, and try to put that idea in your brand name.

You can make it simple and catchy. A good brand name is always able to evoke strong visual imagery in the customer’s mind. For example Facebook and Bitcoin.

Non-Native Wording for Brand Naming Process

Non-Native words are frequently used as well in the brand naming process. Good examples are Toyota and Audi. The name Toyota is related to the founder Sakichi Toyoda, it’s different because is related to the country where the brand was born and the whole world uses it.

There are lots of stereotypes and assumptions related to numerous countries. Stereotypes can be used as a powerful tool. For example, Germany is known for quality engineering, so a German name could convince customers that the products produced by a certain brand have high quality.

Using Real Words for your Brand Name

Most companies search for important keywords and emotional phrases to use as brand names, however, there is another solution. Using simple, real words. This simple approach is another way of highlighting your brand’s importance.

It could perfectly capture the essence of your brand. Since brands connect to the audience for different purposes, it’s important to determine why you want to connect with them and which product or service would play a crucial role in this interaction. So creating a brand name that would be simple could be catchier for you. Examples of real wording are Apple, Amazon, and more.

Short Phrase as your Brand Name

Phrases used as brand names can be familiar or invented, but they most definitely have to be meaningful. Using this principle for the brand naming process could give you a chance to add more personality to your brand and generally give customers a clear idea from the beginning, so they’ll know what they are dealing with. For example, 7 For All Mankind is the name of a clothing brand.

What We Offer

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Branding (EN) Non classé

Branding Lessons from the High Fashion Industry

Branding Lessons from the High Fashion Industry

The High Fashion Industry is Changing

Many industries had to go through lots of changes because of how technology evolved and right now many companies try to observe different online behaviors. Also let’s not forget how many brands are in existence, old and new as well.

The fashion industry is highly competitive and requires great activity. That’s why a good marketing strategy is necessary.

More frequently used marketing strategies are related to runaway shows, e-commerce marketing, and more. Also, activity on social media keeps many customers updated about the latest fashion trends. But since the industry is so demanding, every brand needs unique and powerful marketing strategies to be on top.

While working on the marketing strategy you need to have an understanding of the buyers, how individual customers make decisions, psychological influences on the decision-making process, and of course how to classify customers and sociological influences.

Marketing Research for High Fashion Industries

It’s important to know what the target audience wants and expects from you to become the leader of the long competitive chain. Information can help you to maximize your profits and give your brand more popularity. A lack of information can create mistakes, and sometimes only one mistake is enough to reach financial ruin.

Having accurate and up-to-date information will help you to avoid unnecessary setbacks. To ensure the success of this step, you can start researching prices, distribution, and promotions. Do trade analysis, also do product research, consumer research, and market research.


Phygital Experience in the High Fashion Industry

Phygital experience is another great aspect of the high fashion industry. The world is becoming more digital, and “digitalization” is a mantra for many industries now. That’s how the word Phygital became so important, it’s the mix of “physical” and “digital” and basically means the combination of digital and physical experiences.

While shopping all customers have a choice, they can make their shopping experience physical or digital. This combination ensures easy access to products for all types of customers. It’s part of a new era and the high fashion industry actively uses it.

Numerous luxury brands use this combination, and since luxury is always related to compelling and memorable experiences all the luxury brands maintain their excellence in online and offline realms.

Chanel actively uses the Chanel shopping app, customers can choose what they like the best and also schedule appointments for tryouts at the nearest boutique.

Co-create and Democratize

It’s important to bring people closer to the brand.  Co-creating and democratizing basically refer to the fashion industry opening up its doors to a wider audience. Even Vogue provided the general public with tickets to see their show. Creating an environment where editors, influencers, and loyal customers are sitting together creates a more lasting impression on the general audience. Also same goes for the online environment, information should be accessible to any type of customer.

One of the best examples of this principle is related to Michael Kors, one of the leading American designers, whose runway shows could be witnessed even outside, the general public was able to witness the models and the collection without any issues.

Interaction Builds Loyal Customer Community

When a brand actively communicates with its audience, they feel special and appreciated. They feel closer to their favorite brand that has value in their eyes. Activity is a key factor and lots of famous fashion brands keep that in mind.

No matter how popular any brand is, without activity customers will forget about them and other active brands will catch their attention. That’s why so many fashion brands and models actively ensure that they’ll be able always visible and ready to interact with the audience.

Since the fashion industry evolves on daily bases it’s important to constantly adapt and again be on top of the competitive chain. Trends move fast, brands must as well.

What We Offer

For more similar articles, make sure to scroll through our Publications on Edana. Your Swiss Digital Agency is ready to provide you with Expert-Level assistance which is built on customer loyalty, progressive ideas, and dedication. Our expertise includes Brand Strategy and many more.

Branding (EN) Non classé

Marketing Lessons from Apple for Your Brand Strategy

Marketing Lessons from Apple for Your Brand Strategy

Why is Apple Such a Successful Brand?

Apple is one of those privileged brands that has undoubtedly grown into a symbol of status. Apple is renowned for its excellent products, good strategies. and strong brand equity. It is connected to dreams, personal experiences, and social standing. Apple has taken an innovative approach to enhancing visibility. Nowadays, any product that Apple launches is an instant success.

Apple follows numerous basic principles that guarantee its success, and it can be challenging to replicate its marketing methods and strong branding. Nevertheless, there are some key factors that all companies should consider in order to establish their brand strategy and accomplish the level of marketing excellence that Apple has.

Apple’s strategic planning covers a wide range of topics besides the aspects of traditional marketing. They are using search engine optimization techniques, social media marketing, along with other approaches to increase brand loyalty. They achieved many long-term goals this way.

Know Your Audience and Speak Their Language 

Apple understands that its advancements need to satisfy the needs of its customers. They have a well-defined target audience and always strive to figure out their requirements, wishes, and culture. You’ll often hear them speaking a universal language. Always do the proper marketing research and understand more about your potential customers.

One great example would be how the brand used red packaging for Chinese New Year when red isn’t really their color. It had very simple symbolism. In China red is associated with luck and fortune and is often used around that time of the year. Apple assimilated with the culture and community very well. While being friendly and in touch with customers on a regular basis, Apple gets a chance to keep a loyal community and always has information about customers’ needs and expectations.


Provide Memorable Customer Experience

Apple has established itself in the market with such effectiveness that almost everyone is familiar with its gadgets, whether or not they possess them, notwithstanding the fact that several well-known brands in fact offer somewhat better items. Apple’s success is strongly linked to the great and unforgettable customer experience.

There are many well-known communities consisting of dedicated Apple customers who serve as excellent brand ambassadors. Customers in Apple’s community “think differently” and are brimming with creative ideas. That is what Apple is promoting. Let us not overlook how it assists clients with educational programs and continually seeks fresh ideas from them.

Apple’s sales teams target certain consumers and never stay solely interested in selling the product. Every company employee understands and can relate to clients. Apple store workers receive instructions regarding how to provide customers with a personalized experience.

Apple develops products and services with the buyer’s problems in mind. A good example is their privacy and security policy. Apple regularly helps clients understand more about its goods, assists them with various services, and communicates with them productively during the selling process.

Build Anticipation

Apple has almost perfected the art of mystery. They release the teaser months before the product launches, and it is so effective that it always pulls a significant audience. This way Apple always gains a large number of customers who want to acquire their items by the time the product is released for sale.

Steve Jobs disclosed Apple’s intention of launching the iPhone a year before its release, creating such anticipation that Apple sold millions of iPhones in its first year. This strategy has proven to be incredibly successful for them thus far since people want to be a part of something amazing.

The more buzz you generate for your goods, the more attention you’ll get. Use teaser ads on social media to raise brand awareness and enhance sales.

Focus on Value Proposition More Than the Price 

Your brand’s unique value proposition is what truly makes you stand out from your competitors. It tells your customers what you offer and lets them know why they should prefer you over others. From its design, and value, to its operating system, everything is customer-centric.

You will never find Apple fighting the pricing battles – no matter how much competition they have in the market as of today. Apple has been focused on conveying its value proposition more than anything else.

For instance, they accentuate the visual element of the product and draw attention to the small nuances that set the iPad apart from other tablets rather than the price. Working on your UVP (Unique Value Proposition) will enhance your brand strategy while giving you an edge over others.

Take Advantage of Visuals

Apple has a long history of producing captivating advertisements. Every commercial, billboard, and product page is eye-catching and fascinating. Apple combines a variety of videos, images, and colors to produce unique advertising. It is not necessary to overuse aesthetic aspects in your marketing campaigns.

For example, Apple frequently generates graphics that are highly common but attractive to the eye, and they always carry an emotion-evoking message. Human brains comprehend pictures more quickly than text. As a result, you need to pay greater attention to colors in order to elicit the desired reactions in customers.

Unpack Simplicity

Apple is the master of minimalism. “Let’s make it simple,” Steve Jobs once said. “Really simple.” He desired a simple logo, design, and support functions to ensure that everyone would utilize it. Apple frequently renews its software, but it rarely changes the physical structure or user experience of its phones.

The crowd is frightened by complexity. That is why, despite its reputation for innovation, Apple favors a simple design. Their minimalism seems like their brand identity. If you look at any of their social media campaigns or postings, you’ll know exactly what they’re talking about.

Edana’s Suggestions

Edana is a Swiss-based Branding Agency with an extensive group of highly qualified professionals determined to take on the challenges you’re facing and assist you in achieving your goals. If you’d like your business to flourish, you have to embrace marketing and branding strategies and develop entirely novel solutions. Our Publications provide a number of crucial pieces of advice regarding topics that involve Brand Strategy and Marketing Strategy and Plan.

Branding (EN) Non classé

Why is Competition in the field Important for your Brand’s Growth?

Why is Competition in the field Important for your Brand’s Growth?

What you should know about Business Competition

Competition could be related to prices, designs, sales, status, etc. However, running away from it and finding a simple path to walk on isn’t the best solution. Other companies should desire to compete against you, you should be that special.

Most of the competitors have the same products and the same target audience, so the main interest is to go ahead of others and highlight the point that makes you stand out. For example, McDonald’s, Burger King, and KFC, are in the same industry, have the same products, and use similar services.

In that case, what they do is understand the needs of customers, and realize their strengths and weaknesses. They have to constantly improve themselves so other similar companies won’t be able to leave them behind.

Competition between brands brings up many innovative ideas, many companies find their competitive advantage that can be utilized against others. What’s more important is that it can develop the business.

Vulnerability isn’t a Weakness

Despite wanting to seem as perfect as possible in front of the customers, it’s not that simple. Not everybody expects that every leading company will have extraordinary service or product and being honest about simple vulnerabilities is one of the winning steps, because customers feel more trust and appreciation for such companies.

One of the greatest examples is set up by Burger King. Numerous people have absolutely different ideas about it, however, the whole concept that they showed us was something that not many companies have dared before. Before the advertisement was created, the whole world was filled with rumors of McDonald’s non-rotting meat. So they showed the customers how their burger can be spoiled after some time because it’s made of fresh ingredients and is healthier. After seeing the video, you won’t forget it easily. No matter how you’ll look at it, it’s memorable and makes the company stand out.

Now following others’ footsteps isn’t a solution but learning from them could be important for any company. Because the concept is great but it shouldn’t be disturbing for the target audience. This type of campaign should be planned carefully to avoid any misunderstandings and help you to connect with the customers.


Defining Brand Value

It’s important to define the most important values of the company, it can be a tool that you’ll use against your competitors. Every ideal that’s used in brand action and generally is related to brand identity will help the company to stand out.

Let’s imagine the scenario where Coca-Cola’s assets disappeared all over the world and they have to start from zero again. Lots of people would be convinced that they would do it without issue. They have their values, identity, and status, so lots of their consumers even would be able to help them rise up again. Because loyal customers always support their brands.

Maintaining Competitive Advantage

It’s interesting to know what’s the true value of certain brands in people’s minds. How much of their attention and memory capacity is related to them? Not everybody can remember any small details about any brand, but they always remember what’s most important to them.

Finding answers to their needs and getting a clear image of your brand in their minds, is another advantage that you’d be able to use to improve your customer experience and competitiveness as well.

Competition helps the Brand Grow

Competition is a driving force that improves not only one brand, but the whole industry. Without competition, the market is still. Without creativity and action brands have long-lasting damage and when there is no competition and zero motivation for improvement as well, we see dire results.

Healthy competition improves brands and helps them grow. It helps them to explore themselves more and discover new values that they can share with customers. What’s more important, it forces the brand to come out of its comfort zone. As an end result customers get more benefits as well.

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