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Product branding is the practice of creating an emotional and memorable link with customers by going beyond the product itself and creating an image that makes it stand out from the crowd. Although logos and colour schemes are an important factor in product branding, there are numerous other considerations to make, from other design elements such as fonts and graphics to the way the product is marketed to customers.
Successful product branding should fulfil several criteria: it should establish a distinct style and personality the moment a customer sees it, should align with a company's overall brand strategy and should be strategically targeted at the right people and made available through a medium they are likely to choose. For instance, using the internet and text messaging to market a product aimed at the younger generation is likely to be far more effective than newspaper or even TV adverts.
A simple starting point for a good product branding strategy is to choose a name that is memorable, easy to say and one that conveys the benefit of the product. If the product is in a niche market, it may be less important to differentiate it from potential competitors, but in a busy market it may be necessary to seek expert advice.
Many marketing companies and services will be able to help a firm in its product branding efforts. These may include assisting with specific factors such as choosing a name for the product or a marketing strategy, or they may be contracted to handle the entire product branding process from start to finish.
When choosing a company to undertake product branding services, it is important to consider a number of points about what the business wants from its product and customers. Different branding companies may be better suited to different strategies - for example, some firms have a wealth of expertise in internet marketing, but less in real-world promotional events.
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