Before considering the role of nameplates in professional branding, it is important to understand what branding is. So, what is a brand? A brand, in short, is the essence of a particular product––not just what the product literally is, but also figuratively: what it represents and says to the world. Successful branding involves cultivating a unique and memorable brand that attracts prospective customers, keeps customers loyal, and ultimately turns a great profit.
A brand is, of course, the non-generic name of a particular product (for example, everyone knows precisely what they are getting when they purchase Coca-Cola), but it is more than that. According to Jerry McLaughlin in his piece “What is a Brand Anyway?” in Forbes, “Put simply, your ‘brand’ is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.”
Establishing a relationship between a brand name and the positive psychological effects it has on the consumers is key, and is done so through effective branding and marketing strategies. One of the most critical steps in the branding and marketing process is devising an eye-catching and effective logo, and in turn, designing and rendering an aesthetically pleasing nameplate that clearly communicates a product and evokes emotional appeal to the viewer. McLaughlin goes on to explain that the, “’brand name’ [refers] to the name signifying the source of a product or service, and [the] ‘brand’ [refers] to the perception customers have about that product or service.” As such, an optimal nameplate must display the brand name, but also invoke the intrinsic properties of the brand itself. Consequently, the nameplate for a given product can have tremendous impact on the success of said product.
Nameplates visually identify a product and communicate its essence in the world; therefore, if you can determine and utilize the features of an excellent nameplate for your given product, you are well on your way to successful branding. No two products are alike and no two nameplates should be either. There are a variety of factors to take into consideration when devising the perfect nameplate for your product. What shape will look best in relation to your product? Simple as it may seem, ovals and rectangles convey different levels of formality and playfulness, depending on other factors such as color and copy font. Are there graphics associated with your logo that want to include? Color? Metallic finishing? All of these choices inform how your product reads to the world at large and influence profit directly.
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Your company and your product’s identify is encapsulated in your nameplate, which is why a first-rate nameplate is essential to effective branding. Creating a resonant and lasting association with your product is paramount to the longevity of your business. The better your nameplate design, the more product integrity it communicates. At ID3 Logos we are excited to help you create a nameplate that unifies your overall brand into one cohesive and immersive experience that is optimized for success.
