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Product Branding Strategy 101: How to Better Brand Your Product

Branding a product is so crucial, both to the success of the product and the way in which consumers will identify with it. Many entrepreneurs or companies are able to create a product but not a brand. The truth of the matter is that when you have an established brand, consumers are far more likely to remember you. When they see that logo or certain characteristic of your brand, they will think of your product, which is what you are aiming for. Therefore, learning how to brand your product is of utmost importance if you want your product to stand out in the marketplace and be successful.

Are you just building a product or a brand? Do you want to learn what it takes to brand your product and make it a winner? Then read on.

   Why brand your product?

When you have a brand, you are spreading a message to consumers about your product, offering them a promise or even a guarantee about what they should expect out of the product or the overall brand as a whole. When a consumer is first exposed or buys your product, they will notice certain characteristics; which includes the logo you have for the brand and if they actually do like your product (or their peers like it), they will feel comfortable trying other products that also have the same logo, and are produced under the same brand simply because they trust the brand. The truth is that when you have a brand, you can increase engagement of the consumers. Without a brand, you will not have nearly as much success with selling your products and gaining loyalty from consumers.

       Product Branding Strategy 101: How to Better Brand Your Product

   Developing a Brand

There are certain aspects of branding that you must consider when making attempts to better brand your product. Your brand needs to be able to answer a number of different questions without saying much. Some questions you have to ask yourself include:

  • What is it your business creates in terms of a complete experience?
  • What is your business about?
  • What makes your product the best?
  • What will the consumer get out of the product?

These questions will help guide you towards a general visual concept for your brand. But your brand goes far beyond a visual look and feel.

   Five Elements of a Brand

The most obvious visual representation of a brand is the logo. But a brand is much more than just a logo:

  • Logo – the fixed symbol for your brand
  • Color scheme – a set of colors that are used consistently through marketing literature/websites
  • Tone – the “voice” or way that you craft your copy
  • Message – the big picture value statement that you want consumers to go away with when they interact with your brand
  • Typography – fonts used for various pieces of your copy, such as titles, body copy, and other designs

These and other elements are what drive a brand. You should have a very clear understanding and direction for each of these elements. In fact, many companies have a document that formally sets out each of these elements and how they’re going to be managed.

          Getting Focused

What most companies need to do more than anything else is to be focused. Between all the various social media sites, advertising campaigns, company websites, and PR campaigns, it’s easy for a brand’s message to get cluttered. The key is to get focused and make sure that all your various marketing channels are in sync. This can be a serious challenge if multiple people are involved, but it is necessary to better brand your product.

Better branding ultimately boils down to knowing your strengths and then tying your strengths into a consistent representation; both visually and through all other communication media. As you develop a clear brand, consumers will have a clearer picture of what you represent. You should also be active in helping with this view. Don’t let consumers form a general impression; rather, engage them and brand your product with distinction and confidence.

Author’s Bio: Tara Hornor has a degree in English and has found her niche writing about marketing, advertising, branding, web and graphic design, and desktop publishing. She writes for PrintPlace.com, an online printing company that offers folded brochures, business cards, flyers, posters, postcards, full color booklets, and more printed marketing media. In addition to her writing career, Tara also enjoys spending time with her husband and two children. Connect with @TaraHornor on Twitter.

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