What is Product Branding and How Can Companies Do it Properly?

by Carter Toni

Product branding is the heart and soul of every business. It is responsible for attracting customers and differentiating you from your competitors. The better you do product branding, the better you will be able to set your business apart from your competitors. This will ultimately lead to your business holding an undisputed position in the market and set you on a path of accelerated business growth.

Many successful businesses have become successful because of product branding. For example, Tesla’s success can be attributed to its Green Energy product branding for its cars.

Product branding is one of the most difficult tasks to execute. Many companies struggle with it, which is one of the reasons why they don’t achieve the success levels they are capable of.

If you are one of those businesses, we are here to help you out. This blog discusses seven easy tips that can help you do product branding properly. But before that, let’s have a look at product branding in detail to get a better idea of it.

What is Product Branding?

Product branding can basically be defined as marketing strategies. It is the culmination of all the things that a company uses to differentiate its product and attract the attention of the target audience. It includes not only visual marketing assets like your logo, brand colors, and website design but also your company’s values, morals, tone, and more.

Let’s take a look at Apple. Apple is a technology company that sells computers, smartphones, tablets, and other devices. However, with product branding, what they sell to the customers is elegance, aesthetics, status symbol, simplicity, and modernity.

The product branding is consistent through their products, company logo, website, and tone. Their different campaigns such as “Think Different”, “Get a Mac”, or “One More Thing” have helped with branding their products and services over the years.

6 Ways to Do Product Branding Properly

Product branding is equally important for small, medium, and large-scale businesses across various domains. We have seen that it has been a major factor behind the success of many companies. So, how can you do product branding properly to create an identity for your venture?

1. Identify Your Identity

The first step in product branding is identifying your own product’s identity. Your product’s name, slogan, and logo should provide valuable insights about it. Make sure it is something new, original, and memorable.

If you don’t establish your identity, you will have to spend valuable time and energy explaining the basics to your target customers. Moreover, it will not guarantee that they will be able to connect with your product.

2. Maintain a Consistent Branding

Your product branding should be consistent with your other offerings and your entire brand image. Otherwise, your target audience might not be able to associate the product with your company.

For example, if you are a sports company and are designing your team’s kit, make sure that you have consistent branding across various merchandise. Thus, have the graphic designer use similar sports hoodie templates, jersey templates, and sweatshirt templates with the same logo, font style, colors, graphics, and theme.

For instance, if you are using a gold and black color combination for your jersey, make sure it remains consistent on all merchandise and offerings.

3. Understand Your Audience

You need to have an in-depth understanding of your target audience. If your product doesn’t resonate with your target audience, it won’t lead to effective product awareness and recognition.

This, in turn, will reduce the customer’s trust in your product and lower your sales. Thus, you will need to carry out target market research to understand your target audience in and out. The things you will learn from this exercise will extensively help with product branding and sales down the line. So, make sure that you prioritize it since this is a critical factor.

4. Create a Strong Online Presence

The power of the internet cannot be ignored in today’s day and age. The first step is creating an attractive, easy-to-use, and engaging website. Irrespective of your business size or the industry you belong to, you must have a well-designed and well-functioning website.

The next step is to use strong lead generation tools that can help assist your website in increasing your online presence. Some of the tools that you can use include:

  • Social media
  • Search engine optimization
  • Search engine marketing
  • Content creation and marketing

These tools will not only help drive traffic to your website, but it will also help build your online presence across various platforms on the internet.

5. Don’t Try to Please Everyone

No matter what, you won’t be able to please everyone. So, don’t even try. Instead, focus on product branding dedicated to a specific set of users. You have to accept that you can’t have it all. The top businesses have used this formula for being successful and reaching the position they are in.

For example, Rolls-Royce builds its car dedicated to car enthusiasts who prefer luxury and royalty. Similarly, Lamborghini’s products are designed and marketed toward speed and style enthusiasts.

You need to take a similar approach. Identify your audience and cater specifically to them. Remember, you’re in the business to grow the right way.

6. Be Creative With Marketing

If you look at the top companies across industries, you will notice one thing–they are highly creative when it comes to their marketing strategies. This cleverness helps with product branding and lets the targeted audience and others get talking about your product.

Remember Apple’s “Get a Mac” campaign? The iconic series of ads caught the attention of everyone and got people talking and switching to Macs over Windows PCs. Similarly, you need to get creative with your marketing as it helps with product branding and attracts customers.

Parting Thoughts

We hope that now you have a clear idea of what product branding is. We also believe that the tips mentioned in the blog will help you with creating an effective branding strategy.

Remember that product branding is a continuous process. It will require an immense amount of your time, effort, and money to come up with the right strategies. However, in the end, it is all worth it. The right product branding can get you recognized and skyrocket your sales to unimaginable heights.

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