HOW TO BRAND A PRODUCT: THE FOUR KEY QUESTIONS EVERY PRODUCT PERSON SHOULD KNOW BEFORE THEY START TO BRAND
What we now know as branding all began with a product.
Quick history lesson: back in the early 1900’s products like Coca-Cola needed to stand apart from the competition. To do so they gave human characteristics, traits, and personalities to these inanimate products.
When it comes to branding your modern day product, not too much has changed.
It is still about creating a lifestyle for your product that your ideal end user wants too.
The issue with many products when it comes to creating a brand is who is the end user?
Products can be used by so many people that targeting your brand to a select few can feel a bit financially short sighted.
If you find yourself unsure how to build your brand for your product think about this.
Is this brand always going to be mine or do I want to sell it? Product brands don't have to stay tied to their creators to remain successful. Though a personal creation story always makes for a better audience connection, it isn't always necessary.
If you are unsure on if you should stay or go, build a brand in which you can go.
2. Which sex is willing to pay more? Whoever will pay more and find more natural value in the product is the one you focus on. You never exclude anyone. You are just focusing your message and visuals on whichever sex is the lowest hanging fruit.
3. What is your customer life cycle? When it comes to products, your life cycle dictates your brand. Are you an essential product? Disposable? Luxury? A one time purchase?
The more of a luxury or one off your product purchase is the more personalized and well rounded your brand needs to be impacting your audience lives before, during, and after the sell.
4. Logistics. How will your audience purchase? Online only? In person? Via a rep? Online systems provide convenience, but they aren't automatically luxurious.
If your product is luxury (and many of yours are) and you sell strictly online or drop ship your product to your customer, you better make sure that your packaging, printing, and presentation matches your price point.
Once you have clear answers to these questions, the type of product experience, market place, and approach become clearer.
From here choose the words and visuals that best reflect how your audience will be living life with your product.
And once that is done, you will be well on your way to a very savvy product brand.