Why do you need product branding
In every industry, there seems to be significant competition. For example, if we go to a supermarket and look for cooking oil, we can see many manufacturers from both local and foreign origins; different raw materials used for oil production and differences in design, size, and packaging. And if we decide we want olive oil, even in this niche, we can find many options. When you approach the supermarket to purchase the oil you’ll use in the kitchen, you reach out for the oil that appears to you as the… tastiest? Healthiest? Environmentally friendly? Everyone has their preferences. But have you consulted a guide for choosing oil? We are talking about product branding. The story of oil illustrates the importance and meaning of product branding.
If the environment is important to you and you want to prefer products whose manufacturing process does not pollute the environment, you are essentially choosing a product that is its own brand; meaning the messages conveyed by the branding have convinced you that it is a product coming from a factory that is stricter in preserving environmental quality, and therefore, you are willing to pay more. But have you really checked that the factory is indeed stricter environmentally than other factories? Of course not, you make decisions based on branding.
Now, from the perspective of business owners offering their products to the market, you want to provide consumers with a positive experience that will make them choose your product again and again. Product quality is important, but the product experience is also related to branding, and for some customers, the thought that choosing your product over another has an environmental contribution is part of their product experience.
Product branding is something that works when branding appeals to the right market niche, and when done correctly, branding allows you to create differentiation from competitors and achieve sales.
The Stages in Product Branding
While there is no doubt about the power of the brand, there is a significant challenge in building it. Businesses invest considerable resources in brand building, which requires thinking outside the box and developing a product branding strategy. Here are some important points in the path to product branding:
Preliminary Market Research
It is clear that a strategy is needed to conquer the goal, but how do you decide on the goal? Did the marketing manager wake up one morning and say, “Let’s develop a washing machine today for single parents who have a ginger cat at home!”? Probably not. Goals are marked based on market research; when identifying a market need, you can start developing a brand that is designed to meet that need. For example, when entrepreneurs identify trends of “digital nomads,” various brands targeting this audience emerge.
Branding Starts in Product Development Processes
Branding is not the last stage in product development, but an action done hand in hand with the development process. Even when the idea is solidifying, you need to think about its branding, and this affects the development. Only then can we ensure uniqueness and true differentiation for the product. Only then can we ensure that marketing messages truly match the physical product or service features.
Consistency on the Way to Branding
Consistency and uniformity are guiding principles in the entire branding process, both in terms of the marketing messages you want to convey to the audience and in adherence to product standards. For example, a coffeehouse chain investing in branding needs to stick to the same marketing messages and ensure that every morning, the coffee has the same taste whether purchased in a branch in Tel Aviv or in Haifa. Variances in messages and tastes harm the brand’s strength. Consistency and uniformity need to be expressed in all marketing processes; otherwise, a brand cannot be built. For example, the logo on the website should be identical to the logo at the point of sale. Insisting on consistency and uniformity allows the brand to establish an identity in the eyes of the audience and become a recognizable entity easily through visual triggers like the logo. To maintain this consistency and uniformity, clear goals are needed, and a strategy for achieving those goals must be constructed, without changing the strategy every week. It is also not enough for a marketing agency to design your logo and graphics; your company needs to uphold the brand values and maintain them in all aspects of its activity.
A Brand that Motivates Action
Your goal is to sell, and the brand is a tool for you. You invest in product branding to create an identity for the product and to establish an emotional connection with customers. But emotional connection alone is not enough when the product stays on the shelf. You want that emotional connection to the brand to ultimately translate into action. Therefore, as part of the branding strategy, there must be room for a call to action. Various ways encourage the customer to purchase the product and integrate into product branding. These can be impactful statements on the product packaging, in advertising campaigns, or even carefully crafted marketing texts.
