“Brand names reveal a lot more than you think, as the fascinating science of ‘sound symbolism’ suggests.”
Which ice cream has fewer calories: Frish or Frosh? Which city is geographically closer: Fleen or Floon? The majority of people would think that Frish would have fewer calories than Frosh, and that Floon was farther away than Fleen. Did you think the same? These words are fictional, but the sounds that they make cause our minds to apply certain meanings to them.
Language studies have shown that humans make cognitive connections with sounds and meanings. There are a lot of components that make up brand voice, but is your name aligned with what you do? Or more importantly, with what people may think you do? Different sounds in words create different connections than you may intend your brand to say. Read on (especially if you’re in the market for a new name!) to see what your sounds may actually mean to clients at first glance. Definitely something to consider when you’re branding, rebranding or naming your next company.
June 04, 2016 | BY Aleksa Narbutaitis
Brand Voice might sound like the robot language of a dystopian future, or the natural result of Citizens United, but thankfully it’s neither of those. Quite simply, Brand Voice is the distillation of everything your brand stands for. It’s a codified set of beliefs that inform every communication your brand puts out, from TV commercials to Tweets, to customer service calls. Defining your brand’s voice means making sure everything your brand says is true to itself.
Brand Voice should be a direct reflection of the brand, it’s employees, customers, and products. When working with a brand team to define their brand voice, I always start with “Why did you start this company?” Most businesses are started by passionate people with an idea, and there’s nothing more powerful than sharing that passion with customers. Then we talk about the brand’s ethos, what does it stand for? Is it about empowering employees, or saving the world, or perhaps letting customers ice their own toaster strudel instead of relying upon pre-iced pastries that only lead to heartbreak and disappointment. We get to the bottom of why the business exists, and how it makes its customers feel. We get to the truth behind the brand, and that becomes the foundation for the brand’s voice.
I tell clients more than I probably should, when you hire a writer to help define your brand’s voice, you’re hiring them to ensure you don’t need a writer every time you need writing. Defining and understanding your brand’s voice gives you a clear roadmap on how to communicate. It ensures that every message is “on brand” no matter what the medium or subject matter, and perhaps most importantly, it gives your brand a point of view that differentiates it from every other one out there. Brand voice is about articulating what a brand stands for and saying it in a way that’s ownable, distinct, and different, and making sure that every time your brand opens its purely metaphorical mouth, what comes out represents exactly what you intended.
May 03, 2016 | BY Aleksa Narbutaitis
April 28, 2016 | BY Aleksa Narbutaitis
We know starting a food business and working on your food packaging design is hard enough as it is. Throw in the added worry about making sure your labels and packaging design are in line with any required regulations, and many food startups are asking for a headache. We've asked our extended Design Womb team member and legal expert, Lauren Handel, who just launched her own firm, to share some helpful insight on what to consider while working on your packaging design and brand's launch.
At the federal government level, food labels are regulated by the US Department of Agriculture (USDA) (for meat, poultry and processed egg products), the Alcohol and Tobacco Tax and Trade Bureau (TTB) (for alcoholic beverages) and the Food and Drug Administration (FDA) (for all other foods). The Federal Trade Commission (FTC) has jurisdiction over advertising, including websites and social media marketing. States also have authority to regulate food labels and marketing.
YES! In the last few years, the plaintiffs’ bar has played an increasing role in “regulation” of food labels by bringing hundreds of class action lawsuits against food companies allegedly for deceiving consumers with false or misleading food labels. Foods labeled as “natural” that contain genetically modified, synthetic, or highly-processed ingredients have been the primary target of such lawsuits to date. But the litigation has expanded to other types of allegedly false or misleading food labeling—such as labels using the term “evaporated cane juice” to describe a type of sugar ingredient, labeling claims about antioxidants and “superfood” ingredients, and claims about certain products being healthy or good for you when they contain lots of sugar or fat. Competitors also can sue for unfair competition based on a false or misleading food label.
It is flatly illegal to claim that a food product can help to treat, cure or mitigate any disease. Such claims may be made only for drugs, which must go through extensive review and approval by FDA before they may be sold. However, it is permissible to claim that a food product helps to support a normal, healthy bodily structure or function (such, as “supports a healthy immune system” or “builds strong bones”) provided that the manufacturer has sufficient scientific evidence to back up the claim.
FDA rules also set conditions for using the terms “healthy,” “health,” and other variants of those words, when used in connection with a claim about the nutrients or ingredients in the food. It is illegal to use those terms if the product contains too much fat, cholesterol or sodium, or if does not contain enough of at least one beneficial nutrient (vitamins A, C, calcium, iron, protein, or fiber).
FDA regulations govern claims characterizing the level of a nutrient in a food product—for example, “high fiber” or “low fat.” Manufacturers may use only certain terminology in making such claims—such as, “good source,” “high,” and “excellent source.” You may not say that a product is “packed with vitamin C,” for instance. FDA regulations also define how much of each “bad” nutrient is too much for a “low” claim and what minimum amounts of “good” nutrients are needed for a “good source” or “high” claim. In some cases, a manufacturer may make a nutrient content claim only if it also includes an additional disclosure.
In general, no. If the company’s web address is printed on the package label, FDA considers a website to be part of the product labeling and subject to the same rules as apply to the package label. Other kinds of marketing materials—such as product brochures and sell sheets—also can be considered part of the labeling. FDA also looks at websites (and, potentially, social media) for evidence that a company intends to market a food product as an unapproved drug. And, as mentioned above, the FTC also has jurisdiction over websites and social media. The bottom line is: be careful about claims you make anywhere you market your products.
Bio: Lauren Handel is the principal attorney of Handel Food Law LLC, which exclusively serves farming, food, and alcoholic beverage businesses. Lauren’s practice focuses on regulatory compliance and enforcement matters, commercial contracts, and intellectual property.
February 25, 2016 | BY Nicole LaFave
February 25, 2016 | BY Nicole LaFave