A marketing executive when tasked with ensuring branding at consumer touch-points, has to engage designers for adaptations and then fabricators for execution. There are very high chances of facing pitfalls in such a process while engaged with the branding industry. When the target is consistent branding that accurately depicts marketing communication for a company, the quality standard in terms of design and fabrication is non-negotiable. A customer interacts with the brand at a retail touch point and the marketing communication plays a determining role in buying decisions.
In the branding domain, many challenges exist and the marketer has to navigate through these. There are thousands of vendors present in the market with rarely any idea about design and brand equity. Finalizing a vendor and monitoring their capabilities consumes a lot of time. This coupled with the variety of materials available in the market makes the whole process cumbersome.
Quality of light that is used – not reliable, mostly china made instead of more reliable makers like Samsung and LT which last 3-5 years. These lights have tendency of dimming intensity with time and abruptly going bad at any point. Quality of material is also compromised at times, there are many cheaper acrylic and ACP options available in the market which do not have the same sheen and finish. When a store intends to attract high ticket purchases, these small details can play a part and have a negative influence on deals.
When the design team make the creatives and make suggestions on the elements for installation, they are not aware about the limitations in fabrication with respect to different types of materials. The kind of shapes that can be cut using acrylic or ACP, the need for certain minimum depth & width of letters for appropriate lighting needs to be considered. For things to work seamlessly in this direction, the design team should have a know-how of execution and have an experience of the complete cycle.
There are some common issues that arise out of poor workmanship. Some of them are poor finishing on edges, scratches during fabrication, folds are not as sharp, joints not sealed well enough which leads to water seepage and dust deposition.
While assigning budget to a locations’ branding, the timeline needs to be considered. If a touch-point is going to be functional for 5-10 years, then budgeting has to be done accordingly and materials with long term warranty have to be used. This may turn out to be more expensive in the short term, but makes sense for the longer term.
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