by Eric Goldstein

www.olivestudio.com

We’ve talked about Branding and that it’s much more than just your logo, or color palette, business cards or website, but the totality of all the touch points your brand has contact with your customers (and those whom are not yet customers).

What does it take to get into the CONSIDERATION SET? (The group of alternatives that a consumer evaluates in making a decision)
Often times, this is the part our clients and partners often have a harder time realizing. What makes your products/services attractive and what makes them desirable in the first place or what is it about your competitors products/services which make YOURS more desirable?

A Quick Story.
This morning, I was preparing a cup of tea. I looked for the obligatory red colored box English Breakfast Twinings package usually found on the tea shelf. Only this morning it wasn’t there, but there was the box of CHOICE ORGANIC (brand), Irish Breakfast Tea (product). Being 6:15am and not being totally tactile-efficient, my hands struggled to open the cellophane protective packaging around the box. The cellophane was heated so much to the box that nothing I used to pry open the plastic would work and it caused great frustration for something which usually provides me great joy in the morning.

What does this mean from a Brand Experience?
Simply this. CHOICE ORGANIC TEA’S – will NOT make their way into my CONSIDERATION SET, next time I am at the grocery store. (IT’S THAT EASY) I would rather give up the ORGANIC, and go with what brings me comfort, fits in with my already established behavior (think..BRAND LOYALTY) and continue to use Twinings (brand) teas (products).

What does this mean for CHOICE ORGANIC TEAS?
Well, I am just one person, but because I have a voice, and a vehicle to air my voice (Twitter, Blogs, Face Book, Word of Mouth), others may be influenced by my experience, or that of their own, whether it’s the same or different – How a package opens, taking into consideration the TOTAL experience of how their products are used, should be a huge part of their brand planning/R&D/Packaging.

In this case, it could be as simple as spending a little more for a simple, colored unraveling strip (think WRIGLEYS/DENTYNE GUM – which everyone is familiar with). Other brands have had to step up and do some reputation management or reformulate their packaging associated with “Wrap Rage”<<Check out more examples here