4 Tips For Product Brand Building

Product Branding

If you’re running a small business, it’s important to build an identifiable brand that consumers can recognise and trust. When developed properly, your brand can set your products and services apart from the rest of the market.

However, brand building isn’t just about creating a cool logo. You need to manage multiple aspects of your company including your customer service, target audience, long-term goals, marketing assets and so on.

In this article, we’re going to take a look at four simple tips for product brand building.

  1. Make sure your brand aligns with your business goals

If you don’t have solid business goals, you won’t have conviction in your actions, products or services. As a result of this, you won’t be able to create a strong and recognisable brand.

To establish your business plan, you need to ask yourself a few questions. What are your values as the head of the company? What does your business offer? Who are you targeting? What is your company’s unique selling point? The products and services that you sell should align with these points.

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For example, if you’re looking to establish a luxury brand, you should be focussed the quality and exclusivity of your products. In your branding endeavours, aim to convey the grandeur of what you offer. This could be done through limited product runs, custom labels, a formal tone of voice in your social media captions, the lighting of your product photos, the colour choices on your website and so on. All of these assets should be in alignment with each other in order to establish your company’s identity.

  1. Don’t market to everyone

A common advice that you’ll hear in business is to not sell to everyone. Not everyone will be interested in what you’re selling. As such, it’s important that you don’t spend too much resources on advertising to people outside of your target market. By narrowing down your target audience and identifying their behaviours and preferences, you’ll be able to build a stronger and more consistent brand.

Identifying your target audience goes beyond just establishing an age range. You also need to take into consideration their income, their geographic location, their social media habits and so on.

For instance, let’s say that you’re running a restaurant in Melbourne that has a video game theme. This means your target audience will likely be teenagers as well as those in their twenties. This demographic is usually on apps like TikTok, Instagram and YouTube. In addition, the content that they like to see are usually based on trending sounds and memes. Your marketing strategy should be taking advantage of all of this.

In this example, since the business is a restaurant, it would also be good to narrow down your focus on those who are near your location.

  1. Accept the current state of your company

As you’re figuring out your goals and target audience, you might realise that your company doesn’t have the resources, the follower count or even the reputation to compete with established businesses. It’s important to understand and accept these shortcomings if you want your business to succeed.

For example, the Swedish watch company Daniel Wellington knew that it could not directly compete with popular watch brands like Seiko, Timex, Tissot and so on. Being established in 2011, they simply did not have the reputation that those companies had.

To get around this, Daniel Wellington began using Instagram influencers to gain popularity in the digital world. In comparison to the traditional advertising field, the influencer market was largely untouched by other watch companies. As a result, in 2017, Daniel Wellington became the fastest growing private company in Europe.

If your company can’t directly compete with the field, try and find other creative ways to get your business out there. Your perceived failing may become an integral part of growing your brand.

  1. Embrace social media

In this day and age, a social media presence is non-negotiable. If you want to establish your brand and bring more attention to your products, you need to put more time and effort into your social media strategy. Apps like Facebook, Instagram and TikTok are a great way to directly interact with your target audience.

Through social media, you can directly answer customer questions about your business or you can share a laugh with them by posting a funny video. This humanises your brand and gives your customers a sense that there’s a person behind the logo.

Many businesses, large and small, have incorporated social media into their brand building strategies. McDonald’s memes, JB Hi-Fi’s giveaways and The Ridge Wallet’s influencer partnerships have seen a lot of success in the past few years.

We hope that this short guide has helped you understand what it takes to build a brand. It’s not easy. However, if you put in the time and effort into it, it can bring a lot of good fortune to you and your business.