Branding Your Product
Brand Marketing · October 2018
Let's begin with a question: what is branding? Branding is the discipline of marketing to create a product name, emblem, or design that captures the essence of the product and distinguishes it from other products on the market. If you want to truly stand out among your competition you need to create a brand image around your products, or they will fade into the background of consumers' minds.
The first step to branding is creating a name around your product. In my experience, the best way to create a name is to brainstorm it with the people on your team. The goal is to get as many ideas out there as possible — no idea is a bad idea when coming up with product names. You want to pick key words associated with your product and combine them, merge them, or even come up with completely new and unique names that don't exist. You want something that will stand out amongst your competition.
Once you have a name for your product, you will need to create a logo and identity around it. The logo, packaging design, website, and marketing collateral are all the first touchpoints of your brand with the consumer, and you want to make it a cohesive experience for them. One of the best and easiest ways to get your brand identity off the ground is to hire an experienced agency or design firm to craft it. The agency will work with you and your team to meet the goals of your business and help you create a consistent brand image for your product — the logo, a color scheme, consistent typography, and any auxiliary materials to ensure brand consistency, usually delivered as a brand guideline: the document that fully outlines the design look and feel for the brand.
Don't underestimate the importance of investing in branding. This can make or break the adoption of your product in the marketplace. You really want to create memorable and pleasurable experiences with your customers.