Product Branding Helps to Produce Solid, Well-Connected Connections with Consumers
Branding a product is very different from branding a company. Corporate branding involves marketing various products or services under a general umbrella while branding a specific product (or product line) is built around the customers’ reactions to that specific item. Each follows a similar branding premise, however, the paths and plans will be different.
The way consumers interact with a product is different from the way they will interact with a company. Because there are so many similar products on the market, it makes it difficult to differentiate one over the other solely based on price and benefits alone. Consumers are diving deeper into the product’s story and are buying items they identify with and trust.
Many companies will incorporate different branding strategies across its product mix. Each product-specific branding strategy will allow a company to focus on the individual products identity, personality and imagery to make it stand out. Individual product’s key performance indicators (KPIs) are created, measured and then used to create tailored marketing and sales campaigns.