Khala Porcelain’s creative brochure using of the same relief texture that’s on its dinnerware reinforces both the design itself and Kahla as a creative, design driven brand. We speak a lot about the concept of branding and brand positioning. The brand building process is continual and never-ending. One company we have recently written about – Khala Porcelain – positions itself as a creative, forward thinking “Porcelain for The Senses”. However, creativity at Khala is not limited to just the products.
Recently, Khala launched CENTURIES with a new brochure whose textured brochure cover matched the texture on the porcelain itself. While it is a bit hard to see in the photo above, this type of subliminal reinforcement is exactly the way brands get built. Certainly, it cost a bit extra to create the relief in the brochure’s back cover, but it truly drives home the point that CENTURIES is a relief pattern of dinnerware. Secondly, it’s uniqueness makes it memorable and helps differentiate Khala as a creative, different type of company. Barbara Schmidt on the concept for Centuries: “I have loved porcelain ever since I was a child. It is a wonderful material, which is shaped into objects that are part of our daily lives. To rediscover it time and again is a pleasure. The idea of Centuries was to reinterpret trusted motifs and textures and to integrate them into KAHLA porcelain concepts for the present day. This isn‘t your standard dinner service; it‘s a colourful selection of beautiful objects that enrich their users with endless possible combinations.” Four design lines are part of Centuries: Thuringia, Marguerite, Feston and Époque. Secondly, it’s uniqueness makes it memorable and helps differentiate Khala as a creative, different type of company. To often, we only look to think how we can save money when producing collateral materials. However, through innovative and thoughtful creation of brochures, business cards, …even simple postcards, we can go a long way towards reinforcing the brand message in the minds of our potential customers.
Restaurateurs sometimes do a much better job of brand reinforcement though the use of creative and thoughtful menus and promotional materials. Manufacturers and dealer/distributors should continue to work to improve their collateral materials to insure that their proper brand message is being reinforced.
Remember…..your brand image is not what YOU think it is. Your brand image is what YOUR POTENTIAL CUSTOMER thinks it is.
