What Is Product Branding?

How To Leverage Better Product Branding

You’re likely familiar with big brands such as Coca Cola, Nike, and Mcdonalds. They’re presence is just everywhere around the world and they have a loyal following composed of millions of customers. You might have asked yourself “How did they become so big?” and “What makes their brand so special?”. When it comes to product branding, the ultimate goal is to create a distinctive image for your products and nurture a sense of brand loyalty that transcends beyond traditional consumerism.

The big question is how to achieve such prominence and how does CRO (conversion rate optimization) play into perfect branding. Do you first create an outstanding product to entice your target audience? Or do you focus on cultivating your brand’s image first, irrespective of its products? Or is it a simultaneous process? Also, can you create a product that is distinct from the parent company’s brand? 

Prioritize Product Or Business Image First? 

There is no clear cut method in product branding so you can be assured that it’s not a strict categorical and linear process. Some international companies such as Apple and Nike develop their brand’s image in tandem with developing revolutionary products that can change the landscape of their associated market. Throughout the years, they’ve consistently employed marketing strategies that reflect both their products and their image.

Apple was determined throughout the years to introduce market-changing products, but they also exhibit themselves as a strong follower of minimalist designs.. It’s reflected in their products such as the Macbooks and the iPhones that feature simple and elegant designs. Also, the minimalist aesthetic of their logo reflects Apple’s company philosophy. 

Distinctive Sub-Companies

Other companies such as Proctor & Gamble create products that are entirely distinct from their parent company. More people are more familiar with brands such as Gillette, Downy, Vicks, Dawn, and Ariel than Proctor & Gamble, which owns all of them and many more everyday product brands. Now, whether you as a business owner wants to focus on the product or nurture its image along side with your business’s image entirely depends on the nature of your business and your products.

You have to get to know your business and the product you’re trying to reach out with to your target audience. Do you want your audience to become attracted to your business because of its products? Or do you also want your business’s image to enjoy the same notoriety as your product? 

Branding Can Employ A Variety Of Marketing Methods 

We are extremely lucky to live in an era where technology has progressed to an extent that communication is instantaneous wherever you are in the world. Such revolution in communications technology brings about unprecedented opportunities for marketing strategies. A small business has the potential to make it big if it employed and sustained a proper marketing strategy. 

  • Logo – The importance of logos will never go away. Logos are useful and irreplaceable in a sense that they provide immediate visual identification of the company’s image and reputation. A well-designed logo can bring about auspicious opportunities for a small business. However, don’t assume that a logo is just a fancy combination of colors and WordArt text. A logo should symbolize the business’s philosophy and product identity. Such an abstract concept is extremely hard to visualize without the proper experience, graphic design skills, and software. You most definitely need to hire a logo design company to create the optimal brand for you business.
  • WebsitesAs a marketing method, a website is in its own league that cannot be grouped together with other digital marketing methods such as social media. A website should be able to provide relevant information of your business’s information, services, and product inventory. However, a good website operates well beyond that. Everything from pictures, videos, and blog posts should all be crafted in a creative and ingenious manner. All content their own unique way should ideally promote relevant and consistent information about the company’s image and products.
  • Social Media – Social media, just like websites, is in its own league. Social media is extremely useful marketing strategy since you’re appealing to the billions of users that use social media on a daily basis. A good social media page should upload meaningful content just like its respective website, but the key difference between social media marketing and websites is that social media allows for a more personal level of consumer engagement. Share content that not only enhances your company’s brand and product identity, but also configure it in a way that allows for personal interactions between your audience. 

Final Thoughts

Product branding is undoubtedly a difficult concept to grasp, let alone to execute properly. It is a conglomeration of strategies with each having their own line of experts. There are experts in logo designing, in website creation, in digital marketing, and in the traditional marketing field. International companies who enjoy an undisputed status among its global audience took a long time to reap the fruits of their product branding strategy.

Understanding your company and the products and services you provide and their place in the market takes time to fully comprehend. Ultimately, product branding can be seen as a way of connecting yourself more to your company, allowing you to develop a stronger understanding of your company’s place in the market. 

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