10 Ways to Make Your Product Branding Strategy More Engaging
It would be best to make your company or business have the proper identity. Your brand should stand out so that people can recognise it quickly. It should be easy for people to connect your brand to the products or services.
If your company doesn’t have good product branding, people will have a hard time telling whether they’re dealing with a trustworthy or dishonest company.
In addition to the packaging design and the label, companies can add an image to the package to capture the customer’s attention. If they do it right, their logo can become a part of the design, and people will recognise their product just by looking at it.
That’s what branding is all about—you must identify yourself with your product so people will be able to relate to it. It doesn’t matter if you’re selling toothpaste or a new car—branding is essential.
Have you ever worked on a product branding project only to find that your client wasn’t paying attention to the strategy you were presenting to them? Do you ever wonder why they aren’t taking your recommendations to heart? Do you feel that they think they already know what they need to do? Don’t worry; they’re not alone.
Every product branding project is unique. There’s no set formula for the best product branding strategy. However, there are some tactics that every product branding project should employ to be successful.
This article will cover some of the top product branding strategies that every product branding project should be implementing.
1 – Have a clear understanding of your target audience
The most important thing to remember is that you are not the only one that needs to worry about your audience. Your audience should also take the time to figure out whom they are trying to reach and what they will be interested in.
It would help if you considered that when you speak to your customers. Once you have decided on your audience, the next thing to figure out why they will want to purchase your product. What is it that will set you apart from others?
Your answer to this question will help you determine which type of customer you will attract. Once you have an idea of who your customers are, you can develop a product that will appeal to them. Then you will have the confidence to market your product and begin attracting customers to your business.
2 – Define the product and its features
When describing your product, you should use words that people understand. If you use words like “cool,” “stylish,” “futuristic,” “modern,” and “elegant,” you’ll be able to get people to remember your brand.
That’s why it’s crucial to choose the right words. You can write an interesting description of your product, but if you use the wrong words, you’re not going to be able to sell your product branding.
To make your description sound good, you should consider what makes your product different from others. It would help if you came up with something that people will remember. If you use unique words that nobody has ever heard of before, you’ll stand out in the crowd.
If you use the same word, it will be hard to distinguish your product from others. You should use words that describe your product. Don’t just say, “it’s a widget.” Say what makes it unique and why people should buy it.
For example, if you sell a refrigerator, you should talk about the features. Describe the refrigerator’s capacity. Tell them what size it is and how much space it takes up. Let them know how long the fridge will last. Describe the benefits of buying your product.
It would be best to show them what value they get when they buy your product. This is all about getting people to understand how your product is different. It helps them to remember it.
You should use your words to attract new customers. When they read about your product branding, they should feel that they want to buy it. If they are not interested in your product, they will click off your website or leave your page.
You should also avoid using negative words. You shouldn’t say “ugly” or “bad.” If your product is ugly, then it’s going to look bad. If your product is terrible, then you should fix it.
The other thing you need to do is explain what sets your product apart from others. You should be honest when you are describing your product. If you are telling the truth, it will show.
If you are being dishonest, it’s going to be noticeable. Some products are similar to yours, but they don’t offer the same value. That’s why it’s essential to explain what makes your product different from others.
The last thing you need to do is use the “product positioning statement.” A product positioning statement is a one-page document that summarises your product and how it compares to others. It’s designed to answer the question: Why is this product different?
If you don’t know how your product will be defined or branded in the mind of your customers, how will you ever communicate to them why they should buy it? It’s not just about having a beautiful logo or even a logo at all.
If you can’t clearly define your product in your mind, you’ll never be able to communicate it to your audience effectively.
3 – Think about the core benefits of your product
It’s essential to consider the core benefits of your product before you start thinking about product branding. Many products have multiple benefits.
However, some people might care about a single benefit. For example, Apple’s iMac and Macbook laptops are great because of their sleek design. Still, many don’t even consider that they’re also super-powerful computers that can run Photoshop and other image editing programs.
When considering benefits, it’s good to think about the core benefits and consider what else the product could offer if it weren’t for those benefits.
Many marketers spend most of their time getting people to buy their products. But when I ask entrepreneurs how they think about their business’s branding, I often get answers like this: “I just want to make sure my customers know I’m the best at whatever they need.” This is a big mistake, especially if your products are complex.
Even if you’re making a simple product, there’s no reason not to consider how your customers might perceive your brand. The key is to think about how you want to be perceived by potential customers.
4 – Define the benefits of your product and highlight them in writing
In terms of structuring your message, you might want to write a story, create a list of tips, or use a chart. Each has its purpose, so choose one of these structures that best reflects the information you’re trying to convey.
In addition, be creative with the way you present your key takeaways. Be sure to include screenshots and images. Make sure that the way you present your content is visually appealing to your audience.
Now, choose the best format for your target market. For example, if your product sells to small business owners, you might want to consider creating a list. Or, if your product is intended for business executives, you might consider a flowchart.
Choose a format that will help your reader remember your key takeaways. If you can, come up with a unique design. This way, you’ll stand out from the crowd.
Also, make sure that your content has a call to action. This means that you’ll need to ask your readers to do something. That’s why it’s essential to include a section in your content that encourages your readers to take action.
5 – Ensure you have the right words to describe your product
In the case of an online retail store, the words you use are critical in determining whether you will become successful or not. If the words you use to describe your products sound uninteresting, your potential customers will not choose your store over those with better-sounding words. For example, let’s take a look at the following two examples:
1. We offer unique styles of sneakers that are made in America. We have the latest design trends so that you can find the perfect shoe for your style and needs.
2. Our goal is to provide quality men’s dress shoes that will last and stand up to daily wear. We offer the most popular dress styles in the market.
The first example sounds dull because the word “unique” has been used in this sentence. The word “uniqueness” does not sound appealing at all. This makes the consumer think that they will not find much interesting here. The word “quality” also sounds unappealing because consumers believe they will only get average-quality products.
However, the words “quality” and “durable” are used in the second example, so the consumer feels more comfortable with this product description. If the product is described well, the consumer is more likely to buy it.
The key to choosing the right words is to write a sentence that will draw people in. It is essential to tell your potential customers what your products are and what they can expect from the product.
6 – Develop a brand personality
When it comes to creating a compelling product identity, personality is a big part of the process. In fact, according to a report from a marketing consulting firm, 80 per cent of shoppers will choose to buy a product from a company whose brand reflects them and their lifestyle.
A brand personality makes the customer feel at home because the brand conveys something about them. For example, imagine two different brands of sunglasses: one that feels casual and relaxed and the other that feels more polished and professional. One speaks to the wearer’s lifestyle.
In any case, brands and products sell well because they are recognised as excellent. Brands aren’t just for marketing; they are suitable for marketing. They are not about promoting brands but promoting the ideas, philosophies, and lifestyles that the brand represents. They are extensions of our lives, and we recognise them for that.
7 – Identify the benefits that differentiate your product from the competition
This is something all great products do. They are differentiated in some way. If your product didn’t do something better than anything else, it wouldn’t be worth selling.
Whether your product is differentiated in price, quality, speed, efficiency, or whatever else, it’s helpful to know what makes it unique. Why does it matter? Because if you can convey the benefits of what you have, your audience will want to buy it.
Differentiation is why a consumer buys a particular product or service over another. The difference between a $3.00 latte and a $2.50 latte separates a coffee chain from Starbucks. It’s why a consumer buys your product instead of one from your competitor.
And it’s the difference between you and your competitor that will keep customers coming back. To make differentiation work for you, you need to know the benefits that differentiate your product from your competitors.
8 – Develop a distinctive logo
Logos are powerful. They give a product or service a personality, a voice, and a brand. But if you don’t know what your logo needs to convey, it’s tough to create a strong one. Developing a unique and memorable logo can be fun and a great learning experience.
Today, if a company doesn’t have a recognisable logo, it’s easy for consumers to take it for granted. And yet, a logo is the first thing people notice about any product.
It’s the first thing they see, whether they’re looking at a package or a website. They’ll decide whether to click on that link based on that. So, it should be a part of every business’s marketing strategy, just as important as the product itself.
9 – Build a memorable tagline and slogan
Product branding and taglines are two critical elements of any company’s identity. With that in mind, you can start with something simple like “We make people more productive.”
Now, take some time and hone this into something more meaningful. A slogan can be very helpful in helping consumers understand who you are and why they should care. But, more importantly, you can use it to describe your brand and what you’re all about. And there is no shortage of great taglines out there.
A tagline is a great way to convey the brand personality and tone of voice for your company or product. A tagline is typically used as a headline for your company’s website and social media profiles. A great tagline should:
- Be clear. Your message should be straightforward so people can remember it easily.
- Be memorable. It should capture the essence of your brand and reflect the personality of your company or product.
- Be emotional. The tagline should evoke an emotion and make people feel something.
- Be catchy. It should use short, compelling words that draw attention.
- Be true to your brand. Taglines are typically used to describe your brand personality and help people understand what your brand stands for. They are rarely used to sell a product directly.
10 – Choose the right colours for your product
The right colours are often more than just decorative. They help to represent a specific emotion, mood, or feeling. Colour is used in marketing, but the most common is colour in packaging. This is because the colours used on the packaging are typically the same ones used in the marketing materials.
What is your product’s colour palette, and are they working together or clashing? When creating a logo or design, much research goes into choosing the right colours for your brand. This process is a lot easier than you think. Colour psychology has a lot of theories and studies that can help you pick the perfect colours.
To gain traction in a crowded marketplace, brands have to go beyond their core product features and create an authentic story that connects their brand with customers in a meaningful way.
That’s why it’s so important to consider your audience when building a brand strategy rather than focus on positioning your product within the existing marketplace.
In this post, I shared ten strategies that you can use to make your product branding strategy more engaging and memorable for your target market.
Want to learn how to brand your product? This is where you need to start.