Every product that is to be marketed to a wide audience should have a brand. Product branding makes your product instantly recognizable and can entice your audience to buy; if you do your homework and brand your product properly. The following steps will help you do just that. Whether you have a physical product or a digital one, you are about to learn a series of proven steps that will help you create a brand for product in any industry.
The first step in attempting to create a brand for product is to come up with a few ways the product can be used. You may already have some ideas of how your customers might use your product, but remember that people can be very innovative and creative. Search online for people who are talking of using products similar to the one you’re attempting to brand. See if you can come up with unique uses that you didn’t consider otherwise. These will be used in your product branding efforts; as well as in your marketing efforts after your branding is complete.
Benefits for the User
Next, come up with ways that your customers will benefit after they’ve purchased your product. For example, if you are selling pairs of headphones that never get tangled up, you can hail the benefits of all the time the customer will save from not having to untwist their cords just to listen to their favorite music. Or the fact that the headphones are easily storable whenever the customer is finished using them.
When attempting to create a brand for a product, the idea is to gain as much information about your product as you can to make product branding a much simpler process.
The third step in product branding is to identify your target audience’s pain points. To create a brand for your product, it’s often necessary to find the problems your audience if facing that causes them to search for your product. Those infomercials that play at two in the morning on TV are notorious for using pain points in their product branding.
These commercials always depict a person going through a problem and it’s always exaggerated. A man is trying to set his dinner on a TV tray when it topples, throwing food everywhere. While a situation like that is not likely to happen in real life, that pain point helps customers remember the product brand – a TV tray that sits in your lap as opposed to one that stands free on spindly legs.
Naming Your Product
When you’ve come up with uses, benefits and pain points, you’re now ready to name your product. This is crucial when it comes to trying to create a product brand that your audience will respond to. If you manage to pick the wrong name, it could throw your entire product branding efforts out the window. So consider your product’s name carefully using all the data you’ve come up with so far and ask for plenty of feedback from your team and from potential customers. As an added suggestion, it might be best to come up with a list of names and then have your closest confidants vote on the one they think is best.
Color Scheme and Artwork
Now comes the visual aspect of product branding. The colors and artwork you select to represent your product are almost as important as the name you come up with. Everything should work in tandem. In other words, your name, your colors and your artwork should blend together perfectly if you want to create a brand for product and have it be effective for years to come.
The colors you choose should be inviting and the images should perfectly represent the message you’re trying to convey. Consider Arm and Hammer baking soda. You have an orange box with an arm and hammer logo. It’s a powerful product branding message that has remained effective for years. Hopefully it’s the same with your product. As long as you consider all the elements carefully, you should be able to develop a visual representation of your product that your audience will always remember.
Tagline and Language/Tone
If your product branding will include a tagline, such as the former Bounty towel brand’s “Quicker Picker Upper,” ensure that’s it’s relevant and that it fits with your overall message. Bounty nailed it because that phrase represented everything the towel brand was selling. The towels will pick up any liquid and quickly. Hence, the perfect tagline.
Even if you’re not going to use a tagline when you create a brand for product, you will use text when marketing your product later on. Come up with a language and tone that you’ll use to do so. Incorporate your personality into your brand, but be careful about using humor. You don’t want to offend the wrong person. As long as your language and tone are appropriate for your target audience, you’ll hit your mark with product branding.
Commercial Jingles, Image Motifs, Etc.
Even if you’re not going to advertise on TV, you can still create YouTube videos to promote your product; and a catchy jingle is a very effective way to make your product branding stick in the minds of your target audience. Jingles have been used for years to advertise products, and they work like a charm; as long as they’re fitting and well-produced. See if you can’t come up with a good jingle to help advance your product branding, but don’t stop there.
Image motifs that can be used in ads, such as Geiko’s cavemen or their English-speaking gecko, can also be effective for product branding. Again, use all the data you gleaned in the first part of this tutorial and get plenty of feedback until you’ve managed to create a brand for product that helps it succeed.
If you can develop a brand that is unique, enticing and that takes into account all the uses, benefits and pain points of your product, you will have yourself one solid brand that always sticks out amongst the competition.
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