Competition among businesses is stiffening by the minute. How you differentiate yourself from your competitors—with a distinctive identity—is critical to your success. We’ll help you define your unique selling proposition, develop a logo that reflects your one-of-a-kind style and then position your product or service with just the right look, tone, feel and attitude.
Product branding is undoubtedly the single most important element in the consumer’s decision to purchase a new item. Attractive styling, precise details and design are the first factors to prompt consumers to try new products, and long-term success boils down to being customer directed and process oriented.
The Challenge to Stand Out
In a world saturated with products, the battle to achieve consumer attention is increasingly difficult. So how will you get your product to stand out among the rest? Where most companies fail is not talking to an expert before mass-producing their product.
Focus on your strengths and develop a strategy around them. This strategy or approach should lead to slogans, images and themes that become a part of your brand. These elements become your brand hardware.
What ensures a successful brand?
Many factors affect the success of a brand. There really is no magic formula. The development of a brand overlaps both science and art. However, to be successful, the brand must be, at minimum, clear and explicit. Branding must show the message is reliable, the differentiation it offers, and the quality that it symbolizes. It must also be attractive and appropriate to the products or services it represents.
Among the various factors affecting the success of a brand, one of the most important is its power of differentiation. The brand must be an “axis of differentiation” for the target group of consumers. This axis is:
- Recognizable (regarding the products and services marketed);
- Nice (in terms of the quality and value of products and services);
- Reliable, and
- Gives rise to an appropriate communication (wording of the message and target).
Given the current competitive market, which already offers an impressive array of products and services, it is necessary to show contrast and differentiation. In fact, only a brand with a strong power of differentiation can promote products and services, develop their reputation and thus create and maintain customer loyalty.
Driving Home Sales
Custom packaging has a lot to do with persuasion and visualization techniques. It doesn’t matter how good the product is, if the customer doesn’t enjoy the size, shape and styling of your products features, forget it — no sale.
Visual impact cannot be undervalued. Companies with strong personifications have an immediate connection with the consumer. The shapes, the colors and the words you use on the package all influence the consumer. This is by far the Achilles Heel of most brands — they simply don’t get it right.
Think of your favorite brands. What do you visualize? The image immediately comes to mind: the trusted swoosh, golden arches, red soles. This demonstrates the importance of design and custom packaging when developing your brand. What product packaging accomplishes is it defines the personality and allows the consumer to experience the brand in a consistent manner.
Many times your audience is not interested in the message, so how will you pull in the passer-by? You compel them with color, an exciting design, or an influential shape that wares down their resistance. Products find a way of visually conversing with us.
Influencing with Persuasion
- Persuasion is critical to success. The power to persuade helps you to decide which pair of pants to buy, which color looks better on you, and how to achieve your goals. This is how consumers identify with products.
- Custom packaging is the substance of a message. It’s a challenge getting customers to remain loyal to a particular brand. Today’s consumer must feel compelled to stick with a product. They must be persuaded to hold a relationship.
Additionally, most people change brands much more easily unless they are rewarded for their loyalty. For example, the airlines rewards with frequent flyer miles, and companies give away T-shirts promotional items to remind you of your emotional investment.
Aside from unmistakably conveying the contents, a custom package helps your products stand out from your competitors and command consumer attention.
A Call to Attention
Today’s concepts are more common sense factors — sales are influenced by the audience’s attention and you must persuade them to fall in love with you. Lose their focus and you lose the chance for them to get to know you better.
For years, marketing professionals have used precise data to yield the best results. This helps to analyze what works, what doesn’t and which items to drop off your list.
Experience tells us that consumers tend to let their minds drift off when listening to the minutia of other people. If the topic of discussion is boring, they cannot focus. It’s the same with product packaging — you must embed your product in the consumers mind. Each day sales are lost because we tend to oversell too many items by making a laundry list for the consumer. It’s time-consuming and overwhelming; as a result, most people find reasons not to buy.
Even more shocking is the inattention placed in brand awareness. For some reason businesses tend to focus on everything but wooing the consumer and the best way to start is with brand recognition. If they don’t identify with the package, they won’t buy the product.
No company grows without a picture attached to its name. Think Starbucks for a moment. Did you imagine the green circle logo which is easily distinguishable from all other coffee brands? Even small businesses, with proper product branding, will be recognized by their customers, and thus gain a growth in sales.
Once your logo is developed, your business should start marketing this information wherever possible. This means place it on your website, products, newsletters, in emails, on documents, in your advertising, and any other handouts. The more you market this logo, the more it becomes associated with your product or service.
Developing an effective Brand and Corporate Identity: what to do next
- Articulate a vision for your company: if your company can not clearly state all of its goals and values, it will find it more difficult to tackle the more challenging task – product branding. Therefore, the company should first be very clear about its vision for the future.
- Seamlessly integrate the brand at all levels of business operations: through its communications, the provision of its products and services, the company must consider its brand and reaffirm it consistently and repeatedly.
- Develop your image and logo based on your products strengths: Let’s say you are the owner of a dairy farm. Your strength lies in organic milk and cheese and your strategy is to commercialize these products directly to consumers seeking these products. You may consider a logo that shows a cow with cheese stacked around it and a snazzy slogan. These are few limitations when developing your logo, but keep things simple and easy to distinguish the relevance of your overall message.
Always remember that brands create an indelible impact on the minds of consumers. Customers instantly recognize a brand by the design of a corporate logo. This improves your prospects by focusing on the image of your company. “Consistency is the name of the game” and a constant effort on your part to preserve the image and quality of your products help boost your product branding strategy.
Contact the Turtles now to build your unique identity.