We all know some products are recognizable because they are created in a special way. For instance, if you see a silver and blue soda can with text in red colors, you’ll instantly recognize the product or if you hear the slogans on the radio like ‘Because you’re worth it’ or ‘Think Different’ you know which brand they are talking about. But still we will answer your question of “What is product branding”?

This is what product branding is all about. It is a way to give a distinctive face and personality to each product while making it desirable for the audience. It is the process of giving a separate identity to a product that it standouts among the rest of the products available in the market. 

You might be thinking of an out-of-the-box idea but relax! We are not asking you to raise your bar up to the level of L’Oreal or Apple. All you need is to create a strong, powerful, and effective product branding strategy and you’re good to go. 

In this extensive guide we will shed light on what is product branding, what are some common types of it, some examples for inspiration and lastly we will share some product branding strategies we follow as professional branding services providers.

So, without any further ado, let’s get right into it.

What is Product Branding? 

Product branding is like giving a product its own special personality and appearance, so it stands out from all the other products out there. It involves everything from the product’s name, how it looks, what it’s made of, how it’s delivered to customers and even the way it’s packaged. 

Basically, it’s about creating a unique and memorable experience for customers, making the product truly one-of-a-kind in its category.

Types of Product Branding

Now that you are aware of the product branding definition, let’s take a look at different types of product branding:

Individual Branding: Each product gets its own special identity and name. This is handy for companies offering diverse products to different customer groups.

Family Branding: Products are grouped under one common brand name, creating a strong association between them and the overall company brand identity. This fosters brand recognition and loyalty.

Co-Branding: Two or more brands team up to create a unique product that merges their strengths and reputation, appealing to a shared audience.

Private Label Branding: Retailers sell products under their own brand name, establishing their unique identity and brand positioning.

Corporate Branding: The focus is on promoting the overall company brand rather than individual products, creating a consistent and powerful brand image.

Online Branding: This involves building a brand presence in the digital space, utilizing social media and websites to connect with customers.

Personal Branding: Individuals build and promote their own brand identity, relevant for entrepreneurs, influencers, and public figures.

Cause-Related Branding: Brands align themselves with specific social or environmental causes to connect with consumers who share similar values.

Ingredient Branding: Specific ingredients or components of a product are highlighted as significant selling points, often seen in the food and beauty industries.

Attitude Branding: Brands associate their products with a particular lifestyle or attitude, aiming to create emotional connections with customers.

Product Branding Examples

As we know the market is saturated with plenty of brands working day and night to stand out in the crowd. But, there are some who are leading the market with their unique product marketing style. Let’s take a look at some of these examples:

Coca-Cola – Coca-Cola Classic

Product: Coca-Cola Classic, the original and most iconic cola drink loved by people worldwide.

Branding Strategy: Coca-Cola’s brand management has been spot-on for years! They’ve got that special red and white logo that everybody recognizes. Their focus on happiness and togetherness in their marketing makes you feel good about sharing a Coke with friends and family. Their value proposition is all about bringing joy and refreshing moments to your life.

Apple – iPhone

Product: iPhone, the incredible smartphone that changed the way we use technology.

Branding Strategy: Apple is the master of product marketing! The iPhone’s sleek design and that cool bitten apple logo make it stand out from the rest. Their branding is all about innovation and simplicity, targeting a tech-savvy target audience. Their unique selling proposition lies in the seamless integration of their hardware and software, making it a user-friendly and premium experience.

Hershey – Hershey’s Kisses

Product: Hershey’s Kisses, those cute and delicious chocolates wrapped in foil.

Branding Strategy: Hershey’s knows how to pull at your heartstrings! Their branding is warm and nostalgic, with those lovely little chocolate kisses in a unique shape. Their brand storytelling revolves around special moments and sharing love with your favorite people. It’s all about creating that emotional connection with consumers.

Tesla – Model S

Product: Tesla Model S, the luxurious and eco-friendly electric car.

Branding Strategy: Tesla’s branding is all about the future! The Model S has a cool and futuristic design, making it a symbol of innovation and sustainability. Their unique selling proposition lies in being environmentally friendly and high-performance at the same time. Elon Musk’s visionary leadership has contributed to Tesla’s strong brand reputation and appeal.

McDonald’s – Big Mac

Product: McDonald’s Big Mac, the legendary double-decker burger.

Branding Strategy: McDonald’s is the king of brand consistency! The Big Mac has its own special packaging and that catchy jingle that sticks in your head. They know their target audience loves the convenience and a familiar taste wherever they go. Their brand storytelling is all about enjoying delicious and quick meals with the famous golden arches in the background.

Product Branding Strategies That We Follow

Whether you’re launching a new product or rebranding the existing one, there are some key strategies you should follow in order to give a new-fangled look and feel to your product. Here’s how you can do it:

Complete your homework (Research)

Before you jump into designing new logos for your product lines, take a little breather! It’s time for some research first. Go out and talk to your customers, have chats with shoppers, and get feedback from the market. Understanding your audience is essential.

Ask yourself important questions like:

• What do I believe in as a business? What values do I stand for?
• What’s the purpose of my products? Why do I offer them?
• Who do I want to serve, and why is it important to me?
• What does my ideal customer think and feel? What do they like and dislike? How can I make them feel special and cared for?
• What promises do my products make to customers, and do they deliver on those promises?
• How do people see my business and products right now?
• How do I want people to see my business and products in the future?

These questions will help you get to the heart of what your product branding should be. It’s essential to know the core of your business and the emotions you want to evoke in your customers. 

Once you have a clear understanding of these essentials, you can make better decisions on how your brand should look visually. Take your time, get to know your audience, and build that strong emotional connection before diving into the design process.

Identify Your Competitors

To build a strong and successful brand, you need to stand out from the crowd. It’s like being the star of a show full of actors. And to be the star, you first need to know who your fellow actors are, the ones fighting for attention alongside you. 

That’s where competitor research comes in. You want to learn all about them – what they offer, how they communicate with customers, and what people think of them.

Think of it like being a detective, gathering clues about your competitors to understand their strengths and weaknesses. Once you have this knowledge, you can figure out how your brand can shine brighter. 

You want to know what customers like and dislike about those other brands. What would it take for customers to leave them and choose you instead? Maybe your prices are better, your products come in bigger quantities, or you offer top-notch quality that your competitors can’t match. 

These insights are like building blocks for your master plan – your product branding strategy. They help you craft a unique and compelling identity for your brand that sets you apart and makes customers excited to choose you.

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Explore Your Product’s Persona

Think of your branded products as living beings! If they could talk, what would they say? How would they sound? Picture the scent they would emit and the feelings they would evoke when you touch them.

Branding goes way beyond just looks. It’s about creating a whole experience with visuals, sounds, scents, textures, and emotions. 

When you define your brand’s personality, you’re giving it a unique identity that will guide you in making decisions like logos, colors, packaging, and other little details that customers will use to recognize and connect with your brand. It’s like giving your products their own distinct and unforgettable character.

Share Your Brand’s Authentic Identity

Once you’ve figured out how your product brand should look and work, it’s time to share its captivating story with your audience. Tell them about its journey, what it stands for, and what makes it stand out from the rest. 

Create that special connection with your audience so they feel like they truly know your brand. In a nutshell, give people a good reason to pick your brand over all the others out there.

Keep a Consistent Brand Identity

No matter how you go about branding your product by an agency, there’s one thing that always matters—consistency. Create a style guide that outlines how your brand should look and feel. It’s like a playbook that covers everything from size, colors, and images to the core values and voice of your brand.

And guess what? This style guide should be the same across all your online platforms, customer service interactions, business cards, and anywhere else your product is sold. Make sure your brand’s identity shines through in all your marketing and ads.

Why is consistency so crucial? According to a study by Lucidpress, consistent brand presentation across all platforms increases revenue by up to 23%.

Moreover, it makes your brand catch people’s eyes and stick in their minds. Plus, the more consistent you are, the faster people will feel connected to your brand. 

Ready to improve the look and feel of your products? Connect with our team of product branding and marketing experts today.

The Key Takeaways

This was a scoop on what is product branding. The significance of product branding cannot be overlooked in this highly-competitive market especially when 76% of women and 80% of men purchase products from familiar brands. Even if your company is a notable brand still pay close attention to your product branding.

When you give each product in your catalog its own personality and identity, potential customers start forming emotional connections with them. It’s like they feel a special bond with your products and that emotional attachment is what drives sales, especially in a world where everything seems so similar.

Frequently Asked Questions

What is branding in marketing?

Branding in marketing is the process of establishing a distinct and recognizable identity for a product, service, or company, which helps create a lasting impression and fosters customer loyalty.

What are the 4 primary steps of branding?

The 4 steps to develop a brand are following:

• Understand your business thoroughly.
• Know your target audience deeply.
• Develop valuable resources.
• Effectively nurture the growth of your brand.

What are the 5 Cs of branding?

The 5 Cs of branding are clarity, content, connection, creativity, and community.