Study Task 04 - Branding considerations

Branding is a way to distinguish your product or service from the rest of market and create a perceived value in the mind of potential customers.  However, branding is also important for small businesses that want to stand out in the market, and the keys to successful branding include knowing your target customers and making all your decisions with a focus on what's important to them.

My chosen kickstarter project, Woozy does not have a logo identity just yet. Research is really important in trying to build up a brand identity. The woozy hammocks are not stereotypical hammocks, these are cat hammocks are for the modern home, they would blend in a professional London flat. They are less cheap looking than the cat furniture out there. At the minute I looked into the client’s ideas about their product, including target audience etc. I read how the old the product is, where it came from and what it means to the company.

The target audience for the woozy hammock are... cat lovers. A study by Carroll University, Wisconsin found that cat owners scored more highly on an intelligence test than dog owners and are more sensitive too. Dog lovers tend to be more energetic and outgoing than cat owners and follow rules more obediently, Live Science reported.

Statistics gathered by Kickstarter, have revealed that people are more attracted to businesses and products relating to dogs, than cats. As of April this year, the total amount of projects launched relating to dogs was 735, compared to 459 to do with cats. Dog products attracted $3,579,495 of funding, while cats pulled in $2,212,423. However, cat projects so far have a higher success rate than dog-related projects at 44 per cent and 39 per cent respectively and cat projects attract a higher number of average backers per project over-all.

If I am happy with my final logo design I will send it in. The logo needs to be friendly and warm. The woozy hammock is minimal and looks elegant. This I feel needs to reflect in the logo, nothing too illustrative or hand-rendered as well.

Considering colour, I think I should stick to a neutral yet warm colour palette to reflect the design of the woozy. As it is a hammock that hangs off a radiator. I think any elements in the logo need to be smooth and curved. I think this company would succeed with further branding to complete the package. The logo is needs to be easily adaptable to put online, in adverts, on apparel, packaging to get the name around.