Does your brand portray the image you want?
Branding is vitally important to get right. It needs to be appealing to your target audience, stand out from the competition and portray the image that you want your brand to stand for. Bottom line, it should advertise what the brand is about and entice your target market to buy.
Branding should not be static; it needs to be constantly reviewed to ensure it evolves with the times or that of market dynamics. For example, last week Mars Food decided to scrap the name ‘Uncle Ben’s’ rice to ‘Ben’s Original’ following social media backlash and being criticised for perpetuating racial stereotypes. (Titles such as uncle and aunt were used in southern US states to refer to black people, instead of the more formal and respectful “Miss” or “Mister”). Mars Food have said they will also remove the image of the smiling, grey-haired black man from its packaging in 2021. Earlier this year, Pepsi also said it would overhaul the marketing for its popular Aunt Jemima line of syrups and foods, acknowledging the brand was based on a racial stereotype.