The first step is to gain an independent and deep understanding of your potential consumer's values, attitudes, desires, needs, fears, hopes, wants, etc. This insight can be gained using our preliminary internal research service and will help us to determine your brand's niche. If you have the budget to do a more thorough analysis so you can make the most educated decision, we can also conduct external focus groups, which may include consumer intercepts, competitive research, taste testing, behavioral studies or other intuitive discovery processes.

The first step in branding is to gain an independent and deep understanding of your potential consumer's values, attitudes, desires, needs, fears, hopes, wants, etc. We can help determine your brand's niche using our preliminary internal research service.

Sadly, supermarket dumpsters are filled with the ambitious pursuits of poorly funded and improperly positioned brand developers. Building a brand takes special training using proven procedures that gain market insight,. It also takes a unique creativity, exacting computer skills and a deep understanding of packaging design rules, regulations, and consumer behaviors. It also takes a serious investment which could range from $35 - 125k. If you are not prepared to spend this amount, the odds will be against you. To lessen risk and increase opportunity, savvy executives hire a professional brand development agency. Arcanna's branding process begins with a thorough analysis of market opportunities and the formulation of a set of recommendations that can be built upon. Launching from a position of strength, Arcanna's comprehensive packaging evaluation and creative exploration phase will deliver compelling consumer packaging that increases awareness, conveys key brand benefits and motivates consumer sales.

Over the past 20 years we've helped launch thousands of products, from international brands, like Pepsi's Aquafina, to regional specialty brands, like Calise. The approach is very different, and so are the budgets and the amount of players involved. In all cases, the first step is to define your objectives. The second is to set a realistic budget range. And the third is to hire an experienced brand developer who has the knowledge of what works and what doesn't work and who already knows the industry, the players and the processes.

Developing marketing and sales support vehicles that reinforce and support the brand message (ex: B2B & B2C web sites, e-newsletters, blog, brochures, displays, signage, etc.) are critical to communicating your brand's key benefits, increasing awareness and building shopper loyalty. The first step we take is to analyze the market and competitive environment and then make recommendations as to the most cost effective medium. We can develop many of these tools internally, or recommend you to our large network of trusted vendors.

As a rule, one must first determine your brands' strengths, weaknesses, opportunities and threats and then create an integrated marketing and/or branding plan to provide the greatest leverage and long-term growth. Using our extensive branding experience and consumer insight we have developed a proven benefit testing process that encourages innovation by uncovering new niches, new wants and unmet needs and offers brand packaging strategies to capitalize on them.

Today's opportunities reside in creating branding strategies that are tailored to the intricate tastes of cultural segments, not mass audiences. Ethnic and cultural markets are increasing at record rates with their purchasing power soaring right alongside that growth. These emerging markets are not only influencing the trends and tastes of their own cultural groups, but of many other groups -- as well as mainstream audiences. And for many brand loyal consumers, developing packaging that can target these trends may be the difference between success and failure.

The majority of specialty food companies do not have extensive budgets to develop a comprehensive branding campaign and rely solely upon their product's packaging to drive sales and open up new distribution channels. While today's software has enabled countless graphic designers, or printers, to 'think' they can develop effective packaging, the truth is that experience and training matter. That is the primary difference in packaging costs and the largest single factor in achieving sustainable sales results. We employ only the top creative talent that has been formally trained in packaging design and pre-press production with a minimum of 5 years experience. Further, each certified packaging designer is drilled on nutritional and labeling regulations and must have a deep understanding of structural design and printing capabilities. When so much is riding on our client's shelf presence to cut through the clutter, we go to great lengths to provide the sharpest tools.

Understanding where to sell your product depends highly upon your positioning strategy and the budget you are willing to invest versus a realistic profit and loss strategy. Selling products online, to the neighborhood mom & pop shop or bodega, or to a big box chain or supermarket, all require a different approach and methodology; not too mention a significant amount of in-store expenses, such as shelf space, couponing and advertising store flyers. Our preliminary market/industry research analysis will help determine the most cost effective venues and uncover the most appropriate positioning opportunities.

To differentiate your product from your competitors requires a thorough study of your target consumer, competitive environment, key brand benefits and positioning statement. This analysis will help us to ensure that your packaging design stance, label graphics, product naming and other core packaging/marketing elements are appropriate and relevant.

Targeting your brand's message to speak directly to your customers is critical to your success. Our initial internal benefit testing process helps to uncover your potential consumer's values, attitudes, desires, needs, fears, hopes and wants. Once completed, we then contrast the results against competitive offerings, your price point and the overall market environment. This allows us to provide a detailed report that will define your target and the best message to reach them.