Branding
April 9, 2019

How To Brand A Product

by
David Jones

It’s a question that has been asked many times; but what exactly separates a great brand from an average one? In some ways, the answer is hard to define, as while iconic brands like Apple and Nike both boast exceptional designs there’s often little to distinguish them from their competitors at first glance.

However, there are some considerations that can help you in your quest to create a strong and memorable brand, whilst also enabling you to steal a march on your competitors. This can undoubtedly help your venture to thrive over time, with 89% of B2B entrepreneurs citing brand awareness as their single most important goal.

In this post, we’ll consider the steps that you need to take to successfully brand your business and give it a kick-start in its chosen market.

1. Use Colour to Build your Brand’s Visual Identity

While your logo is important, it’s arguably the colours that you use to define your brand’s identity that are even more seminal .

In fact, it’s believed that a signature colour can boost brand recognition by 80%, with the identities of Lego, Coca Cola and Apple all immediately recognisable by the precise shades and tones that they use.

It’s also important that you include this as part of an overall colour palate for your brand, which will provide the foundation for its visual identity and elicit specific emotions from your customers. Remember, each colour will impact on an individuals’ psyche in different ways, with red known to promote feelings or passion and urgency and green synonymous with stability.

On a final note, you’ll also need to deploy your brand’s colour palate consistently across different marketing channels, as this helps to drive recognition amongst customers no matter how they encounter your firm.

2. Be Creative but Strategic when Naming Products

When naming the products sold by your brand, it’s often tempting to allow your creative brain to run amok.

While it’s important to push the boundaries of creativity when naming your products, however, your ideas need to be guided by an overarching strategy whilst items within the same range must also share a discernible connection. This is particularly true when naming upgraded versions of previous products, as this helps to inform and improve the customer journey in any marketplace.

With these points in mind, perhaps your first port of call when naming a product should be to brainstorm descriptive ideas. After all, this enables you to be creative whilst also offering customers an insight into a product’s purpose or USP, and this is an effective way of engaging consumers quickly.

We’d also recommend developing unique and striking names that really capture the imagination, whether you develop a compound word or blend different words to create a fitting moniker for a new product or range.

3. Create a Brand that’s Aligned to your Products

Finally, it’s important that there’s a sense of synergy between your brand and products, whether this relates to your businesses core values, design principles or your specific use of colour.

The latter point is particularly crucial, as this can help to create products that are immediately recognisable and synonymous with your brand.

This can certainly help to drive sales amongst loyal customers, as your products will stand out on the shelves whilst offering a familiar and trusted solution to a particular consumer problem.

If you’re claiming to operate an ethical or socially responsible brand, it’s also important that your products are produced using sustainable and recyclable materials. Otherwise, this creates a contradiction that undermines the authenticity of your brand and its perception in the eyes of customers.

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