It is not enough to develop a product, you also have to develop your brand. Clearly identifying who the product in question is for and how it should be displayed guides the decisions you make throughout development. And these elements can even completely change the way the product works or is made!
What is product branding?
In short, product branding is the process of creating the identity of your product so that it stands out from the products available on the market. That unique identity is the brand of your product, and every tangible aspect of that brand is the brand identity of your product.
Not sure you have it? Read on:
- With your product branding, the world perceives your product.
- The brand identity of your product consists of a number of elements that make up the brand, such as the font and colors of the logo and packaging
- Branding is the action, a brand identity and then to create an independent brand from this identity
. The branding of some products is crystal clear …
However, this is not always the case. Depending on your product and your company, you will be more or less intensifying your branding efforts.
Let’s face it: if you’re building a shed, you probably don’t care what brand of nail you use … you do. Maybe a bit more about the brand of hammer you’re using (and more!), And you’re probably interested in a lot more about the brand of paint you’re using.
Branding is more important for certain products than for others, because perceived quality, sourcing, perceived value and functionality are simply more important for some things than for others. We usually don’t care about marking a nail because that nail will be driven into a piece of wood and we will never see it again. On the other hand, you’ve probably done more research to find shingles that are durable, waterproof, and visually appealing. In this case, buying “inferior brand” products could ultimately mean spending more money and time on repairs later.
Each company’s branding will help you choose one product over another and, in our example, choose one model of clapboard rather than another. This is the brand that makes the difference between shingles that can withstand rain and snow and the like and shingles that last 20 years versus shingles that last 2 months.
D The unique identity of your product
Defining your brand precisely requires a lot of personal thinking. Take the time to find out who your product is intended for, how it positions itself in the market and what properties make it unique. Think about the following:
- Your values. Are you a cooperative company run by your employees? Is environmental sustainability one of your main goals? Unless it is the quality / price ratio of your products to make a service accessible to the most disadvantaged people?
- The values of your customers. What do your customers care about? What are they looking for in a product like the one you offer?
- Positioning of your product Is the price higher, lower or the same as that of competing products? Why ? Is it available in all stores, in specific stores, or solely on your website? Is it targeting a specific demographic of your customers?
- The characteristics that make your product unique Is your product the only option for your customers? Or is it the only one they can get without leaving their homes? How does your product differ from that of your competitors?
You can demonstrate all of these points with a well-designed design. To create a good design for your product (and, more broadly, the packaging of your product ), you need to make visual choices, for example:
- color palette. Read our  Guide to Choosing Colors for Your Brand to learn more about the role colors play in how consumers perceive your product (and therefore your business).
- Fonts As with colors, the fonts you use influence the perception of your brand. To learn more about fonts, read our article on the subject
- Shapes . The shapes that you use in your design also inform about the personality of your brand and influence the perception of your brand by consumers. Rounded shapes tend to be softer and more welcoming than angular shapes, which instead create a sense of security. Triangles can create a sense of movement and urgency.
- Design style and images . For some stamps, simple images are sufficient. Others need great professional photos. For others, abstract 3D graphics are recommended.
But that’s not all. Branding is not just about design. It’s also about managing every interaction between your customers and your product. For example, the packaging of your product is very important, as is the way your customer service speaks to your customers, etc. Branding your brand can take a thousand directions in order to create a solid connection with your audience. For example, you can link two products or a service and a product or create a completely unique shopping experience through omnichannel shopping.
Create your product brand identity
As mentioned above, the brand identity of your product is made up of a number of specific elements that make it up, including:
- Presence on social networks
- The packaging
- The label
- The slogan
- The brand tone
- The names of the products
- The e-mail / message templates
Once you’ve chosen the graphic elements that represent your brand, use them to create the tangible elements that make up your brand identity. For example, the nature logo is at the center of the van design. It is based on the brand’s color scheme and includes the tagline.
Chances are you cannot find a graphic designer who can do all of the above designs. To avoid missteps, create a Brand Identity Guide that contains everything your teams need to know about your brand: color palette, fonts, variations of your logo, and brand tone.
Plan your branding strategy
Once your product has clear and consistent branding, you can distribute it to everyone . Places relevant to your brand. Nowadays, an online presence is essential. Create a website and professional social media pages. Be careful with the platforms you choose, however, as you may want to choose one network over another depending on your product and audience. If you’re selling ergonomic office furniture for Gen X executives and baby boomers, you don’t have to go to TikTok because that audience isn’t there. Facebook and LinkedIn will likely be more suitable.
You should also consider how the websites selling your product fit their brand. Does having your website give you the exclusivity it deserves? Or, on the contrary, should it be available in as many shops as possible? There are a variety of options between these two extremes. For example, your product may only be available in certain stores, whether it is online or not. On the flip side, some products will really benefit from going through the hands of influencers who promote them. However, this only works if the influencer you choose has the same values and target audience as your own brand.  Geometric wine label and model of a bottle with the label “/>
Maintain Your Product Brand
Your product branding doesn’t stop when your product hits the market Continue with all the interactions you have with consumers, the new products you bring to market and the commercial hubs you choose.
Here are a few examples of what you can set up once your product hits the market. How to Build Your Brand:
- Support specific causes and charities.
- Start promotions, gifts, and contests.
- Work with other brands to develop new products.
After you check out the social networks where you are present and have carefully selected the influencers you want to work with, consider which promotions are best for your brand. For example, a pet food brand might donate a percentage of its sales to the SPA or other similar organization. A fashion brand could work with another brand loved by their audience to create a unique product etc.
Branding of your product extends to the type and as well Way you interact with your customers. For example, if you emphasized the simplicity of your product, you should implement an equally simple refund policy to maintain branding. Also, think about how you are targeting your customers. If you know your audience is all female (or male), you can use a formula that goes in that direction, etc.
Make Your Product Successful By Branding
Even If If your product is the best in its class, it will be lost in the ocean of online and in-store options if you don’t put a little effort into branding. Worse, if the brand you are creating for your product is not easy for consumers to identify, consumers are likely to miss it without even thinking about it.
Think about your branding strategy product from the early stages of its development. Read our guide for a detailed overview of each step of the branding process. It’s never too early to prepare for product success!