PiNG! Connecting with Your Consumer - Flipbook - Page 66
PiNG!
CHAPTER 3
PiNG!
CHAPTER 3
Balancing Brand Equity and Versioning
Harmonize
Brand Equity
with Differentiation
Achieving balance between overall equity
and version differentiation is the end game.
Balance is crucial. Your packaging must distinguish among
different versions enough that the consumer can see the
different choices available to her while still maintaining the
brand identity. If you shout too loudly with a solid face of
branding, your consumer may be unable to navigate effectively at the SKU layer. On the other hand, if you differentiate your SKUs too much, your consumer may navigate
effectively, but the cost is an overall loss of visual unity
in your brand block. Every package design element—color,
shape, icons, materials—is crucial in finding a successful
balance between your overall brand unity and individual
SKU personalities. Harmony is challenging, but it is the key.
Is your brand better
at maintaining overall
equity or differentiating
versions?
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