You may be surprised to know that 90% of a first-time purchase is based on the branding. Your branding is what will encourage consumers to buy your product rather than their regular choice or a competitor brand.

But don’t confuse design with branding. Branding is the message you want to communicate to your target consumer - and this should be a clear ‘BUY ME’.

Let’s look at what you need to do to convey your message to your key target audience.

Questions to answer

To develop a brand you need to ask yourself and others a number of questions:

1/ Where will this product sell and what brands will sit alongside it? How will my product stand out?

2/ What is my brand message? Is it based on health, functionality, spoiling yourself or great taste?

3/ Will my consumer be able to read the messages on the packaging from a distance, without picking it up?

4/ Does my brand look premium enough for the selling price?

5/ Why should a consumer buy my brand instead of their regular choice?

Getting the answers to these questions is the first step to creating brilliant branding.

Include elements your audience already understands 

If you’re attempting to break new ground with an idea or base ingredient then you need to add something to the mix that the consumer knows.

For example, we’ve just developed a drink based on the Stinging Nettle called Emunity. To help consumers to try this we’ve added ingredients and flavours they recognise, like gooseberry, cucumber and wild strawberry.

The key is making the messaging easy to understand and include elements that consumers can grasp instantly.

Make it all about them

Many consumers want to try something different, but they don’t have all day to shop in-store or go online to research every product. They need to be drawn to a brand that relates to them.

So, make sure your message conveys this. Always focus on them.

Find your POD

In order to have any chance of success in today’s market you must have a point of difference (POD). This should be very clear in your branding and messaging on the packaging.

Think about what makes your brand different. List these points and then pick the MOST important ones. Highlight these on the packaging. The less important ones still need to be on there, but they can go on areas the consumer will read once they pick the product up.

Beware of becoming too minimal

Minimalism has become a trend with many designs jumping on the bandwagon. However, be careful not to be too minimal. Find the right balance between doing too much or too little. You also don’t want to waffle; let your branding do the talking.

For example, FYX is a new collagen drink we’ve been working on. The recipe, branding and messaging has been designed to speak to sports people rather than beauty fans, so the messaging highlights the recovery and muscle repair benefits of collagen. This is delivered in a clean, no-fuss style. Minimalist, but also balanced so the consumer can quickly understand what the drink is about.

Find a relevant name

Start by researching your chosen brand name and make sure it is RELEVANT to your product and your audience. Be clever with your brand name, find something that is simple but conveys your product's message, not just a name that sounds cool to you and your family.

For example, we worked with Can’O Water, a brand that has reducing plastic waste at its heart. They chose a simple, ‘does what it says on the tin’ name – after all it is water in a can! They were ahead of their time and agile enough to adapt to the demands of their target consumer; they now make their cans reusable with close caps.

Values that resonate

Consumers want brands to be transparent and they want to understand the brand’s heritage and values. Is the product certified to be Vegan, Fairtrade or Organic? Which of these will resonate with your target audience?

More recently consumers are looking for certifications like ‘B Corporation’, which commends businesses that give as much consideration to their social and environmental impact as they do to their financial returns.

Wanting to buy from companies with matching values is an opportunity for new, indie brands as established companies can’t adapt quickly.

A great taste, added benefits and an ethos they can buy into will keep consumers coming back for more of your product, provided you attract them first. Getting them to make that initial purchase is where your branding comes in. Brilliant branding says everything a consumer needs to know in one quick glance.

Richard Horwell is the owner of Brand Relations, a specialist food and drink marketing and branding company based in London.