The market is filled with a wide variety of products, but what distinguishes a product from its competitors is the Brand. Wrapped in red and yellow paper with the image of a small girl on the pack, this Brand has differentiated itself from the competitors and led to a high recall value among the customers. The image on the packet is used to connect with people and build a strong association, yes you guessed it correctly its Parle-G.
A brand is the perceived image of the product you sell, and branding is the strategy that helps you in creating that image. The market is filled with a wide variety of products, but what distinguishes a product from its competitors is the Brand. Wrapped in red and yellow paper with the image of a small girl on the pack, this Brand has differentiated itself from the competitors and led to a high brand recall value among the customers. The image on the packet is used to connect with people and build a strong association, yes you guessed it correctly its Parle-G.
A brand is the perceived image of the product you sell, and branding is the strategy that helps you in creating that image. There is a lot of confusion when it comes to product branding. Specifically, every company has questions like ‘how to make your product branding unique so that it stands out?’ Well, it’s not rocket science, there are few basic plans of actions that can help you with product branding.
Research and Identify the Target Market
The first step is to research and find out the target market for your product. It is essential to understand the demand of the customers you are catering to, and that could be done with proper research that answers questions like, what is the age group? What are their preferences regarding the product segment you are targeting? , etc. Demographics play a major role while branding a product. Suppose your product targets youngsters who are more engaged with their phones, so the branding strategy for them would be different from the approach used for the older generation who are not that likely to be involved in their phones all the time. This means identifying how and where to engage the audience you want to target is immensely vital. Market toward the audience you want to engage for that specific product.
It’s a well-known fact that we are more drawn towards pictures than reading text, and we even remember images or visuals better than we read something. So it is imperative to design the product and it’s packaging in such a way that it draws the attention of a customer, and it stays in their mind. This means that the design of the product’s packaging, logo, fonts, color schemes plays a major role while branding a product. Colors play an important role in how we behave as a consumer; for example, yellow indicates warmth and optimism; blue shows dependability and strength; orange denotes cheerfulness and confidence. Choosing colors that match what your product is trying to convey and staying within the theme of your company will enhance your product even more.
A part of the design that people usually ignore while designing is usability, primarily when it deals with product packaging that the consumer directly interacts with, If the design of your packaging is not user friendly, people are less likely to use your Brand, and give your competitors an advantage. These details play a major role in the appeal of products to consumers. And in the end, if the color scheme and package design go along with the story you are trying to communicate with your logo, tagline, and marketing campaigns, you are halfway through in successfully branding a product.
Build a Connection
The company must try to establish a connection between its Brand and the consumers because if your product creates a personal relationship with your target consumer, you are more likely to have a loyal customer who feels like they share a personal connection with your Brand and is willing to tell others about it as well. This is how the brand community is formed, and these communities can be very beneficial to the Brand. Providing a feedback option is an easy way to engage with your customers; it makes them feel that their opinion matters to the company. Creating a narrative around your product, whether it is fun, adventurous, sad, or heartwarming through which a customer can tell his/her story with the Brand will attract more consumers and can create interest in buying your products.
A consumer will buy a brand because they trust it and believe in what it stands for. It could be anything from saving the planet to uplifting the women in society. If purchasing your Brand’s product will make them feel like they are making a difference or allowing them to stand up for something they believe in, they will be that much more interested in supporting your Brand, and as it is said people don’t always remember what you say, but they always remember how you make them feel.
Focus on your Product
After all, it is what you are selling, so it is essential to focus on creating a product that caters to the demand of the consumers. Product branding should focus on the competitive advantage your product is offering and make your target market aware of it. To create your place in the market, it is essential to show why you are better than your competitors as opposed to just telling them. The main purpose of doing this is to draw the attention of the customers so that with a simple glance, they know what company it is. Whether that is through engaging storytelling, attractive color schemes, package design, or a combination of all three, taking notice of these aspects will give you an edge over your competition.
Using appropriate Platform for your Brand
You have done everything correctly, from identifying your target audience to designing the product, but if your product isn’t on the right platform, how will you reach your target audience. It is vital to showcase your product to the right audience on the right platform to get the maximum benefit out of it. If your target audience is the older generation, the platform you will use to promote your will be different from the platform you will use if your target audience is Gen Z (full advantage of exposure should be taken on multiple platforms, if applicable). The success of your product branding will be observed through sales or even feedback on the products.
When it comes to product branding, the product you are presenting should be a direct reflection of the values your company withholds while maintaining its identity within its target market. Advertise your company through your products with these efficacious branding essentials and try to give your consumers a piece of you along the way so that they can feel how amazing your Brand is. Every company has questions like ‘how to make your product branding unique so that it stands out?’ Well, it’s not rocket science; these are a few basic plans of actions that can help you with product branding.
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