Ingredient branding increases awareness and communicates to a wide audience the benefits that 3M products and services can provide. Ingredient branding occurs when another company uses a 3M product as an element of its own product. The guidelines for ingredient branding are designed to set usage standards for all such instances.
The product being included is called the “ingredient.” The product that incorporates the ingredient is called the “host.”
Note: Only strategic brands and trademarks can be used as ingredient brands. Corporate brand policy does not allow ingredient branding for 3M branded products.
Examples of good ingredient brand artwork.
Design considerations for implementation
- The "host" company's logo or brand mark must have visual prominence on all product display surfaces.
- The ingredient signature must be used in adherence with the brand and Trade Dress guidelines.
- Host product artwork must be approved by 3M's Business Unit Marketing Manager, the Marketing Communications Manager for the brand and the Intellectual Property Counsel.
Keys for Success
- Reinforce the host brand promise
- Reinforce the ingredient brand promise.
- Build the ingredient brand relationship with the end user.
- Exploitation of ingredient brand
- Avoid competing brand promises.
- Focus on long-term asset growth.
- Maintain continuity through long-term management.
- Only strategic brands and trademarks may be used as ingredient brands.
- All ingredient brand artwork will be endorsed with the 3M logo.