Take a look at this image.

Something wrong or jarring, even? Everything appears OK: The spelling is correct, the colors look fine. So then what’s wrong?

Oh, right! That’s not Coca-Cola’s logo! That’s Pepsi’s. But you knew that, of course. You knew that without even thinking about or even reading the logo. You saw the blue background, the white-red yin-yang sort of design and without even putting an effort into it, your brain told you “Pepsi” even though it clearly reads Coca-Cola.

That’s the intended power of a logo. And while Pepsi’s logo is masterfully conceived, it’s not the design that makes the logo synonymous with the brand, but the repetitive branding that makes the brain think “Pepsi!” when it sees that collaboration of colors and shapes.

This instant recognition didn’t happen overnight. It happened through carefully planned strategies to make sure that the consumer see the logo so often that no matter what—even if the logo is used by its biggest competitor—it still represents the brand.

As a retailer, this kind of recognition is imperative to branding strategies. As mentioned, one of the most basic reasons it works for Pepsi is because Pepsi has literally shoved the logo in our collective face as often as it can. And, as their revenues will show, it has worked to their benefit.

Retailers of all sizes can take advantage of this method of branding by implementing only a few simple steps into their retail packaging strategies. And while stock packaging is an effective option, custom packaging is a more direct way to spread a company logo far and wide. Below are a few things to consider when doing so:

A Logos Should Play with the Mind
A logo is so much more than just a calling card. It’s a psychological trigger that literally makes the brain think of something very specific. Not only that, but it also triggers a number of other mental reactions. When one sees the Pepsi logo, not only does “Pepsi” come up, but likely a number of other thoughts, such as “soda,” “drink,” “sweet” and a myriad other things. Retailers can use this same psychology to their advantage. By using the right kind of custom-made bags with the right kind of logos printed right onto the bag, the retailer can initiate a similar chain of thoughts in customers’ brains.

Logos Should Be Contagious as Possible
Providing customers with reusable bags with the retailer’s logo cleanly printed on it is just one way to make sure customers not only see the logo but also spread it. Simply putting a logo on just bags, however, isn’t the only effective way to spread the brand. Many retailers underestimate the usage and portability of gift boxes, which are arguably reused as frequently as bags and have the potential to be given to consumers who are yet to discover your brand. Posting logos on gift boxes or custom labels is almost a guarantee of putting your brand in front of new eyes.

Logos Should Be Distinctive
A well-propagated logo passively stands for something in consumers’ minds (just as Pepsi’s logo does with “soda”). For a retailer that is just starting to spread its brand, placing a logo on the right kind of packaging can send a positive subliminal message about your product. For instance, printing a logo on custom ribbons can give off a boutique feel to your packaging. Packaging items in tissue papers that match the logos color scheme is an even more passive way to do this.

Do you have any success stories about making your logo more prevalent?