Have you ever wanted to create your own brand? A brand that will set your plant apart from the crowd? If so, it’s not as difficult as you might think and it could reap big rewards down the road. Follow along below for some of my tips on creating your own brand.
The first thing I ask myself when developing a brand for a customer is “What makes this plant unique?” Now, this can mean a lot of different things. For instance, does it have interesting foliage, a new flower color or more cold tolerance? Or maybe it just a regular plant with a catchy name that sticks in your head? Whatever that “thing” is, you need to use it to your advantage and create your brand around that aspect.
To illustrate this better, take a look at the catnip program below. As most of you know, catnip in itself, is not a unique plant to grow (at least for humans anyway). But pair the name with a catchy phrase and some innovative packaging and you have transformed average catnip into a must have plant for the cat lovers of the world!
See, that wasn’t so hard. MEWOW! It catches your attention immediately and has a clear message.
After creating the initial brand, the next thing I like to do is develop a good tag line. To do this, you need to elaborate on your brand name while still keeping the message simple and short. The old adage definitely applies here…when in doubt, leave it out!
Below is an example of a topiary program we were asked to develop. The mission here was to create a program that added value to higher priced evergreen topiaries. With some great design and a properly chosen tag line, the customer immediately recognizes this as a “high-end” plant and understands the higher price. The tagline “Prestigious Landscape Elegance” fits perfectly.
Finally, comes the art work. The eye-candy. The milkshake that brings all the customers to your perennial yard. Don’t be afraid to be fun. Playful, eye-catching art can have a huge impact.
Now take a look at the tag below and tell me you don’t want to go out and buy some bananas! This is some really great artwork. We created this program for a customer who wanted a kid friendly graphic that showcased the first cold hardy banana. Mission accomplished! Notice the use of complimentary colors and the little smile on the monkeys face. Small touches like this allow your customers to connect with the brand on an emotional level.
Keep these easy to follow tips handy when developing your plant brand and tags. Have fun and let’s sell some PLANTS!!!
About the author: Jhoanna Utset is a Graphic Designer and Project Coordinator for Horticultural Marketing & Printing, a division of IntegraColor. Originally from Colombia, she moved to the United States to live and continue her studies at the University of Central Florida in Orlando and then graduated from The Art Institute of Charlotte with a degree in Graphic Design. She has over 9 years of experience in design, marketing and print media.