You walk into a local convenience store in search of a refreshing drink. In front you lie more choices than your brain can comprehend. How are you going to choose between on or the other? What is the difference between the cola that promises to be refreshing and sweet versus the one that claims to be edgy and cool? Truth be told, there is probably not much that is different between them, and your taste buds would probably not know the difference. But, if any of the companies have done their job properly, you will instantly reach for one before the rest. And that is because of a successful job of product branding.
The fiercer the industry you are in, the more important developing a strong and unique brand is for your company in order to stay alive. But how do you do that? How do you get your company’s products to stand out above the rest, especially if you are in an industry that is largely dominated by corporate giants?
First of all, begin with identifying what your brand message is. What do you want people to know about your company? What do you want all of your promotional materials to communicate to the market? Your company needs to have a voice, and it will speak with that voice through its brand. Is it friendly or alternative and edgy? Is it light and youthful or dark and depressing? Well, not many companies would choose to be depressing, but you get my drift. What does your company stand for?
Once you’ve got your messaging on track, the next step in developing a strong and unique product branding strategy is to create a logo, but not just a logo – a great logo. Quick, think of all of your favourite companies. What’s the first thing that comes to your mind? My money is on their logos. It’s one of the things most successful companies have in a common – a great logo, and a great logo that is placed everywhere. Put it wherever you can in order to get it etched into the minds of consumers.
Along with a logo comes a slogan, or a tagline. You want to create something short and snappy that customers will be able to remember at the drop of a hat. You want something so memorable that people won’t be able to get it out of their heads. Well, you don’t want to be too annoying about it, but again, you get my drift.
But, creating a strong brand isn’t just about fancy images and mottos. You need to incorporate your message into everything your company does. From answering your phones to designing your website to company uniforms, your company should live and breathe its own brand.
Product branding will obviously vary depending on what that product is. But, the key elements of a successful strategy remain the same. Be clear about who you are and what you want, and then get that message out there any way you can.
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