The brand layer: name, label, packaging and photos

A ready made product becomes your brand when it carries your identity in everything the customer sees and touches.

Elements of identity

• The name, logo and colour palette.
• The inner label and the hang tag.
• Packaging: a bag, a box and a thank you card.
• The photo style and the way you describe the product.

Consistency

Pick one style and keep to it: colours, type and tone, as in the message and photography lessons of the marketing course.

Count the cost

• Labels, tags and packaging have minimum quantities.
• Ask for a printed sample before approving.
• Agree with the supplier who fits the labels and packaging: them or you.

Exercise

Draw up an identity checklist for your brand: name, colour, label, packaging and the tone of descriptions. Ask for a quote for a custom label and hang tag.