Branding is a term that is commonly thrown around, but there is a good reason for it.
You could have the best product in the whole world, but if you are not getting it out in front of your target audience, then not much is going to happen.
This is why branding should be your first port of call when getting your product out into the world.
This piece will take a look at why your branding should be your top investment and what you need to do to make sure it is a success.
What is Branding?
A brand is something that distinguishes companies from each other, especially when they are selling the same thing. It represents a company as a whole, which includes their customer service and sales, the quality of the product, the desired look and feel that the company wants to project to their potential customers, and everything else in between!
Branding is essentially gentle psychological manipulation. This might sound worrying, but manipulation is nothing more than changing and adapting something to get you a certain outcome.
Interestingly, consumers can believe that specific branding can make them become a ‘better version of themselves’. While this is true for products in general (why else would anyone buy them?), it is also true of the branding which is offered along with the product too. Those who opt to purchase from premium brands often feel like they are buying better quality, which can influence how they behave and feel. So, if you want your customers to get the most out of your product, it is important to think about what it is that you want them to feel like when they think about buying it and when they have purchased it.
Use Creative Branding to Stick Out
Almost everyone that has been targeted by a company in a marketing conference or event will have come away with a branded pen or sticker. Pens are useful, stickers less so unless you are really into the company, so try thinking outside of the box to get your audiences’ attention. Merchandise such as custom hats can offer a nice touch to get your brand out there but will also offer your customer something that is less likely to get lost down the back of the couch or put in the trash!
Choose Your Customers and Acquire New Ones
When you choose how you want your brand to look, feel, and what you want it to offer, you are essentially choosing your customers too. To do this, you will want to conduct branding research to enable you to collect information to create buyer’s personas for all of your potential customers.
When you do this, you are able to understand how to target the customers that you want to be buying your products, who you think will respond to your brand, and be able to reach customers that have already expressed an interest in your product or service.