Top 6 Tips For Branding A Product It is crucial for businesses to get their branding right when launching a new product. As well as making your product easier to recognize, great branding will help to establish credibility, familiarity, and trust with consumers. It can have a dramatic impact on a consumer’s purchasing preferences and help your product become a household name. Unfortunately, many businesses find it difficult to brand a product in a way that makes it attractive to customers. To help you overcome this challenge, this article will share the top 6 tips for branding a product.
1 - Define Your Business Before jumping into potential logos, product names, colors, and other aspects of product branding, reflect on your business for a moment. Write down the answers to the following questions:
What does your business do? This question should be straight-forward enough. What products or services will you offer consumers? Are they budget products or premium products? Are they eco-friendly? How are they different to other products that are available?
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Why does your business do it? While most businesses sell products to make money, there are often other underlying reasons for the enterprise’s existence. When Steve Jobs founded Apple, his mission was “To make a contribution to the world by making tools for the mind that advance humankind”. You won’t need to define such an expansive mission, but you need to define some reason ‘why’ the business exists. It could be as simple as ‘To build an honest business that supplies the local community with high-quality reliable products for a reasonable price. Think back to why you created the business in the first lace, what idea sparked the enterprise?
Where do you want your business to go? What future do you have in mind for the business and your products? Do you want to be an international corporation in 10 years time or will you be happy selling a range of boutique products within your local community? Your ambitions can help you choose a brand for your product. Keep the answers to these questions in mind as you go through the branding process.
2 - Define Your Target Market and Their Purchasing Preferences Next, think about your target market and their preferences. Is your product going to be primarily used by young people or old people? Men or women? Wealthy or middle class people? Create a buyer persona from the answers to these questions. Let’s say you are selling a new type of soap which will mostly be purchased by middle aged women. What kinds of brands do middle aged women like? What attributes are they attracted to? What emotional triggers do they have? You can perform market research to get the answers to these questions and examine other products which are popular amongst this demographic.
3 - Define Your Ideal Relationship With Consumers A brand is much more than a logo or tagline. It helps to create an emotional connection between the consumer and the product. A brand can eventually become an extension of a consumer’s own style, personality and identity. They may begin to form emotional connections with the brand, experiencing feelings of comfort, happiness, fun, or loyalty when they use the branded product.
How you represent the brand will determine how easily consumers these emotional connections and what kinds of connections they experience. Going back to the soap example mentioned earlier, you might want consumers to feel they are using a luxury product that is healthy and free of chemicals. You can then design your brand to emphasize these attributes, shaping the brand-consumer connection. If you are unsure about how to convey these attributes in a brand, talk to a retail packaging consultancy which specializes in product packaging design. They will explain which kinds of imagery, brand names, colors, and tagline resonate with your ideal customer.
4 - Develop a Brand That is Unique A strong brand must be unique to stand out in a crowded market. To build a unique brand, start by thinking about what makes your business unique. Do you provide better value for money or is your product higher quality than your competitors? Are you offering an environmentally friendly option compared to your competitors? Look to incorporate your business’ unique attributes within your product’s branding. Next, research your competitor’s brands to understand the types of product packaging design, logos, tag lines, and colors they are using. They will have spent a lot of time and money developing these brands with a specific target audience in mind. Use their brands as influences, but take your brand in a unique direction to obtain differentiation. Once again, a retail packaging consultancy that deals with product packaging design will be useful here.
5 - Make A Brand That Works On Many Platforms It is no longer enough to simply slap a brand name on your product and place it on store shelves. Your brand must be integrated across multiple platforms including social media, websites, online video, printed advertisements, television, radio and so on. Consistency is also a critical part of developing a brand. Make sure that your brand has a consistent brand voice, logo, colors, and tagline across all platforms. This crucial for making your brand instantly recognizable and conveying authenticity.
6 - Test Your Brand Thoroughly Once you have established a strong brand that is unique and representative of your business, test it with your target demographic.
Focus groups are usually the best way to test a brand, but you can also take feedback from colleagues, mentors, friends, and family members. Don’t be concerned if you need to send the brand back to the drawing board, as it is common for successful brands to undergo several iterations. Still Unsure About Branding A Product ? Branding a product can be a difficult process. However, it is made easier by employing the services of an experienced retail packaging consultancy; they will be able to advise you accordingly. Original Source :- Product Design Agency