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<\/div>Nescaf\u00e9: Invest in a visual branding system<\/h2>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2021\/02\/13123957\/screen-shot-2021-02-11-at-4.54.12-pm.png\")
Image courtesy of CBA B&G<\/p><\/div>\n
Nescaf\u00e9 is one of the flagship brands in the Nestl\u00e9 empire.<\/p>\n
This instant coffee pioneer first debuted in 1938. And, they’ve had to update their brand a few times to remain relevant.<\/p>\n
In fact, according to Nestl\u00e9’s brief history of Nescaf\u00e9<\/a>, the instant coffee megabrand:<\/p>\n…learned the need for continuous improvement and renewal.<\/p><\/blockquote>\n
So, it makes perfect sense that Nescaf\u00e9 not only regularly updates their brand but that they value the versatility that a visual branding system provides.<\/p>\n
What is a visual branding system?<\/h2><\/p>\nA visual branding system is a series of design elements that can be used in various design settings to represent and build recognition for a brand. A visual branding system includes, and is anchored by, the brand logo. The logo provides visual inspiration for all other elements of the branding system. All individual elements should work together cohesively to communicate the personality and values of the brand.<\/p>\n
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Nescaf\u00e9’s visual branding system is derived from their iconic logo, which features the accent in their brand name. The system includes the graphic accent, a reimagining of the classic Nescaf\u00e9 coffee cup, and an icon inspired by a top-down view of the cup.<\/p>\n
These three graphic elements are directly related to their core product and brand – making them easy to recognize, associate with the brand, and remember.<\/p>\n
These graphics also allow for visual flexibility in their marketing and branding collateral, offering the brand a broader visual language to help their audience identify the Nescaf\u00e9 brand.<\/p>\n
Your lessons:<\/h3>\n\n- Consider expanding your brand identity beyond a simple logo – develop additional graphics grounded tightly in your core brand identity.<\/li>\n
- Consistently use these branded graphics to create a familiar visual language for your audience.<\/li>\n
- Utilize your new visual branding system across all customer touchpoints (website, product packaging<\/a>, email, ads, etc.) to increase recognition.<\/li>\n<\/ul>\n
Tyson: Share your authentic story<\/h2>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2021\/02\/15112445\/tysons_story.png\")
Image courtesy of Tyson<\/p><\/div>\n
Tyson Foods is the world’s largest processor of chicken, beef, and pork.<\/p>\n
And, the jewel in Tyson Foods’ crown is the Tyson brand itself.<\/p>\n
The Tyson family ran the Tyson company for many years. And that relatable heritage tugs at American heartstrings and makes the company approachable.<\/p>\n
The Tyson empire began humbly during the Great Depression when John W. Tyson “loaded up his old truck and began delivering quality chicken to other hard-working people<\/a>.”<\/p>\nWe know this – and many other details about the family-based company – because Tyson made their origin story<\/a> a core aspect of their brand.<\/p>\nVisiting the Tyson website, you’ll find that the navigation options offered on their homepage are limited to “Our Products,” “Recipes,” “How To,” and “Our Story.” The brand has smartly directed their visitors only to pages that tell about the brand and how it will fit into their lives.<\/p>\n
Tyson knows that people love stories. Stories are a core part of emotional marketing<\/a> and a key principle of marketing psychology<\/a>. Using the phrase “Our Story” instead of the more generic “About Us,” Tyson successfully piques peoples’ curiosity.<\/p>\nYour lessons:<\/h3>\n\n- Share your authentic story with your audience. Today’s shoppers value authentic brands more now than at any other time in history.<\/li>\n
- Feature your brand story prominently on your business website<\/a> and in your marketing.<\/li>\n
- Tell your story with an authentic, conversational brand voice. The most genuine story can be undermined by inauthentic story-telling.<\/li>\n<\/ul>\n
Corona: Remain true to your unique brand identity<\/h2>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2021\/02\/13131225\/screen-shot-2021-02-13-at-2.10.18-pm.png\")
Image courtesy of Corona USA<\/p><\/div>\n
The popular Mexican beer brand Corona is owned by beverage giant Anheuser-Busch InBev.<\/p>\n
But despite the protection of their powerful parent company, Corona faced a potential disaster in 2020.<\/p>\n
By now, everyone on the globe is familiar with the Coronavirus. Many predicted that the shared name would lead to a drop in sales for the well-known beer brand.<\/p>\n
Image courtesy of CBA B&G<\/p><\/div>\n
Nescaf\u00e9 is one of the flagship brands in the Nestl\u00e9 empire.<\/p>\n
This instant coffee pioneer first debuted in 1938. And, they’ve had to update their brand a few times to remain relevant.<\/p>\n
In fact, according to Nestl\u00e9’s brief history of Nescaf\u00e9<\/a>, the instant coffee megabrand:<\/p>\n …learned the need for continuous improvement and renewal.<\/p><\/blockquote>\n So, it makes perfect sense that Nescaf\u00e9 not only regularly updates their brand but that they value the versatility that a visual branding system provides.<\/p>\n A visual branding system is a series of design elements that can be used in various design settings to represent and build recognition for a brand. A visual branding system includes, and is anchored by, the brand logo. The logo provides visual inspiration for all other elements of the branding system. All individual elements should work together cohesively to communicate the personality and values of the brand.<\/p>\n <\/div> Nescaf\u00e9’s visual branding system is derived from their iconic logo, which features the accent in their brand name. The system includes the graphic accent, a reimagining of the classic Nescaf\u00e9 coffee cup, and an icon inspired by a top-down view of the cup.<\/p>\n These three graphic elements are directly related to their core product and brand – making them easy to recognize, associate with the brand, and remember.<\/p>\n These graphics also allow for visual flexibility in their marketing and branding collateral, offering the brand a broader visual language to help their audience identify the Nescaf\u00e9 brand.<\/p>\n Image courtesy of Tyson<\/p><\/div>\n Tyson Foods is the world’s largest processor of chicken, beef, and pork.<\/p>\n And, the jewel in Tyson Foods’ crown is the Tyson brand itself.<\/p>\n The Tyson family ran the Tyson company for many years. And that relatable heritage tugs at American heartstrings and makes the company approachable.<\/p>\n The Tyson empire began humbly during the Great Depression when John W. Tyson “loaded up his old truck and began delivering quality chicken to other hard-working people<\/a>.”<\/p>\n We know this – and many other details about the family-based company – because Tyson made their origin story<\/a> a core aspect of their brand.<\/p>\n Visiting the Tyson website, you’ll find that the navigation options offered on their homepage are limited to “Our Products,” “Recipes,” “How To,” and “Our Story.” The brand has smartly directed their visitors only to pages that tell about the brand and how it will fit into their lives.<\/p>\n Tyson knows that people love stories. Stories are a core part of emotional marketing<\/a> and a key principle of marketing psychology<\/a>. Using the phrase “Our Story” instead of the more generic “About Us,” Tyson successfully piques peoples’ curiosity.<\/p>\n Image courtesy of Corona USA<\/p><\/div>\n The popular Mexican beer brand Corona is owned by beverage giant Anheuser-Busch InBev.<\/p>\n But despite the protection of their powerful parent company, Corona faced a potential disaster in 2020.<\/p>\n By now, everyone on the globe is familiar with the Coronavirus. Many predicted that the shared name would lead to a drop in sales for the well-known beer brand.<\/p>\nWhat is a visual branding system?<\/h2>
<\/div>\nYour lessons:<\/h3>\n
\n
Tyson: Share your authentic story<\/h2>\n
Your lessons:<\/h3>\n
\n
Corona: Remain true to your unique brand identity<\/h2>\n
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