product branding tips


Building a brand isn’t easy. You have to figure out what your company represents, what differentiates you from others, and how to communicate your core values in a way that’s memorable, engaging, and relatable to your audience.


But even though the process can be complicated, it’s nonetheless crucial if you’re going to achieve long-term success. 46% of U.S. consumers pay more to buy from brands they trust, which means that if you’re not able to resonate with your audience, you will significantly reduce your growth potential.


And that’s why you should be very deliberate about not just the way you build the identity of your company but also how you brand your products. Each product is a unique opportunity to connect with your audience and grow, and putting in the extra effort in branding your products will pay off when you execute a successful launch.


To help you get started, here are some product branding tips from the experts to help you get started and achieve the results you want.


Make Your Products a Part of the Experience

Your products are an inseparable part of what your brand is about. In fact, some might say they play a central role in how your brand is perceived and what it is associated with. So you should be very deliberate about how you develop products and brand them to ensure that they match up with your overall brand image and draw the attention of your target buyers.


Just as you should spend a lot of time on your brand name, it’s also important to take the necessary time to develop product names as well. You can use a product name generator to come up with creative ideas for your products that will stand out in your market and leave a strong impression.


A creative name that enhances the product can go a long way toward providing you an advantage over the competition and helping your products become a leading choice in their category. Combining strong visuals and an appealing design will stick in the minds of your buyers for longer, increasing the chances that the next time they need that type of product, they think of your company first.


Do Your Research


product branding


Customers are the driving force behind any business. So it makes sense that you should consult your customers when creating a product brand that they would like to buy from you.


By talking with the people you want to attract, you can learn valuable insights about what they expect from the brands they buy from, what brands they enjoy the most, and what are some of the things that put them off from working with a company. You can also discover valuable insights into what types of products capture their attention and what makes them the most excited about a product launch.


You should also look into what your competition is doing and how they approach branding and launching their products. While copying their approach isn’t a viable strategy, you might be able to find new approaches or underserved angles that could help your product stand out and generate more interest.


Highlight What Makes It Unique

Each product or service you develop should aim to offer something that the competitors can’t. That is the best way to make your marketing more enticing by giving you a strong unique sales proposition you can use to build your promotions around.


To make the process easier, it’s a good idea to take the core benefits and differentiating aspects of your products and use them as part of the branding experience. There are many examples of products that were able to enter a crowded market and disrupt it seemingly overnight by coming up with an appealing brand that offers something different.


This could be a key feature that no one else is offering, a more ethical way of manufacturing, or even a more luxurious solution that caters to the high-end audience. Whatever makes your product different, make it a central part of your branding, and don’t hide the feature behind a faceless brand that people won’t connect with.


Bottom Line

Many companies don’t have a comprehensive strategy for developing product branding. And that can be a limiting approach that reduces performance and makes it much harder to gain an edge over the competition.


With the tips listed above, you should have an easier time developing ideas around your products, highlighting the main benefits of what your products can offer in a way that is engaging, appealing to your audience, and different from what the competition is doing.

Smile Branding


Sometimes great branding comes across when you least expect it. My wife recently joined the Smile Direct Club and when the packaging came in I was so blown away I had to take pictures. See, working in the digital marketing field I know the importance of good company branding – and wow, did they nail it.


Smile Direct Club Branding

Every piece of their offering was branded in a simple yet obvious and effective way.


The shipping box was a plain brown box but printed on the side was the message “Smile Inside, Handle with Care :)”. The words appeared in a distinct yet easy-to-read purple coloring which matches all the written content found on the welcome/instructional booklet and product packaging.


Smile Branding


Once you open this box, you’re greeted with a second. This one is a bright, vivid blue with white lettering. On the side is printed the message “open for a lifetime of confidence.” That same blue coloring scheme is repeated with the invisible aligner retainer.


Smile Branding


Then there is their logo, which would be immediately identifiable in any setting. The words “Smile Direct Club” are written in such a way that they appear to be a smile. The larger word “Smile” is in a straight line above the curved words “Direct Club.” When on the blue background, the words are written in white. When the words appear on a white background, they are written in that vivid blue color.


Smile Branding


From start to finish, everything is branded in the same coloring theme, with the same message and the same feeling. This is the literal definition of a great company brand story.


Why Should You Care?

Why should you care how great Smile Direct Club’s branding is? Simple. It is a notable example of what all businesses need to strive for. Your branding is what will set you apart from a crowd of competitors. It is what will eventually win you customers when your products or services are so like another company’s.


What Makes for Great Branding

The term ‘branding’ gets thrown around a lot in the modern marketing world. It spans inbound, outbound, and every combination of the two. In a market so saturated with competition it is vital to your overall company success – no matter what industry or niche your products and services fall under.


If you want to win at branding, start by making sure you are following the following best practices. If you aren’t already, don’t worry. There is no time like the present to set things up the right way.


Cohesive Theme


Your brand needs a good story (described below) but it also needs a cohesive theme. The colors, fonts, imagery, and phrases used need to align. With the Smile Direct Club, they used a purple, blue, and white color theme with all phrases and imagery designed to boost confidence and relate back to the idea of getting a beautiful smile.


Here are a few other notable examples of cohesive branding themes:


  • Gerber Baby Brand – features a smiling baby on all of their products, with fun fonts.
  • Corktown Seed Company – bold red designs complimented with gray and white, in old-fashioned fonts
  • Brox – Black, white, and red colors with bold, modern fonts
  • Wave Runner – aqua, white, and black with bold modern fonts; the imagery of waves is predominately featured on all their products


A Good Story


Branding revolves around a good story. It is the story of your business and allows your customers to personally relate to you. It doesn’t have to be elaborate, but it does need to be honest and compelling.


When developing your brand story, ask yourself the following questions:


  • Why did you start your company? What were your inspirations or goals?
  • Where is your company going or where do you want it to go?
  • What do you provide your customers? Why is this important to you?
  • What makes your business unique? What sets you apart from the competition? What do you do differently?


The answers to these questions are your brand story. Once answered, all you must do is take that information and transform it into a single story.


This story will also help to fuel the ideas behind your catchphrase or tag line. Essentially, your tag line should be your brand story summed up in about three to six words.


Customer Experience


Your branding needs to provide a valuable, memorable customer experience. When you open product packaging or visit a company’s website you should immediately be immersed in the brand story. It should be presented in a positive way that makes customers feel valued.


Remember the little phrases Smile Direct Club had on their packaging and shipping box? They added significant value to the brand story because they were little confidence boosters that make people feel excited to try the product. The positive messaging used keeps customers happy.


If you look at their website (a key factor in the customer experience) you’ll see that it follows the same general theme presented on the packaging and contents. Even better, the website is highly detailed, so customers know what to expect.


They highlight customer success stories and have information customers need predominately featured where it is easy to find – such as what insurance might cover, who is a candidate for their programs, and the cost (with no hidden fees attached).


Great Product Packaging


We’ve lightly touched on this in all the other categories but having high-quality product packaging is invaluable. If seen in stores, it is a way for products to catch the eye of shoppers. If (like with Smile Direct Club) it is shipped after an online purchase, it can make for repeat customers.


The Wrap Up

Smile Direct Club is a notable example of a cohesive branding campaign with a good story and great packaging, who delivers a memorable, valuable customer experience.  If you can incorporate these best practices into your own company, rest assured you will be winning at branding.

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