We’ve talked about the power of brand perception in some of our previous blogs. Brand perception is what customers believe a product or service represents, not what the company owning the brand says it does. People form perceptions around a product they might not even own and in some cases, have never even tried! This is why brand investment is so important.
According to a recent article published by CarBuzz, “Rebranding [...] comes down to more than just a new take on the old logo." In other words, a company needs to control their own narrative and make sure what they put in the market, not only does what they say it will, but that their consumers have positive experiences any time they “touch” the brand. This includes: products, on-product branding, advertising, and social media.
An example of a company faced with rebranding their image to shape a more positive brand perception is Volkswagen. Continue reading to learn more.
THE CHALLENGE
VW saw inconsistencies between its modern messaging and dated key fob branding. The domed badge didn't represent VW's values of quality and attention to detail, but it had been reliably sourced for years. Could a new badge meet strict durability and cost goals? Was it worthwhile to invest in a change? Even major players like VW face these questions.
THE SOLUTION
LaFrance proposed an electroform badge to reinforce VW’s modernized brand and facilitate the best possible user experience. In a highly competitive marketplace where most car brands already use Electroform key fob logos, this change proved all the more relevant. Working with multiple vendors in VW's supply chain to pass testing, LaFrance helped VW overcome its challenges to compete and win for the future.
THE TAKEAWAY
Shaping brand perception can come down to the smallest elements of your product. Consistency matters, especially when it comes to a daily touchpoint like key fobs. Today, with a new badge rolling out on millions of keys, VW's touchpoints combine to tell a unified story of authenticity and innovation for a new era of driving.
We are experts in helping companies convey their brand value via on-product branding. We are excited to help you with your next project with our unprecedented product offering complemented by infinite textures and finishes. To speak to someone about how to enhance your product branding to match your brand value and reshape your brand perception, please complete our form. We look forward to working with you!
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