Branding

Product Branding 101: Types, Strategies, Benefits, and Examples

By  
Sheikh Al Raihan
Blog image

When we think about branding strategy or brands, most of us think of company branding. Apple, Starbucks, SharkNinja, IKEA, Nike, etc, product branding examples come to mind.

Have you ever wondered what makes these brands influential and booming?  How did Apple rack up a brand value of $299.3 B? What’s the secret behind Nike’s incredible brand recognition score of 94?

Indeed, it is for Product Branding.

All these companies play a massive role in the market. Therefore, all these products belong to one powerful global corporation that earns superior yearly revenue.

The world's best great products have something else on their side: world-class product branding.

Generally, branding is recognizing a product in the market in ways that distinguish it from any other product. The better the brand strategy, the more outstanding your product can be. Well, you don't have to be at the level of Apple or Nike to take advantage of good product branding. You need to build a strong branding strategy that gets noticed.

Let's explore the definition, its elements, strategies, and best product branding company examples, and how it can benefit your business.

What Is Product Branding?

Product branding is a strategic mixture of design, messaging, & experience. It uniquely identifies a product and sets it apart from other products in its variety. On the other hand, it creates a unique, new identity and value proposition for a single product. 

What Is Product Branding

It's everything from the product's name to its visual design, the materials it's made from, the way it's delivered, & the look and feel of the product packaging.

Let's take Apple, for example. Their products are recognizable thanks to their iconic logo, the design of the products themselves, & their sleek product packaging. They started designing this formula with home computers. Also, nailed it down with the iPod, & perfected it with the iPhone. You enjoy several benefits when you create a truly unique product brand and communicate it consistently.

Product branding ensures a constant knowledge for consumers. It sets expectations before they use the product, helping to build an emotional connection. This emotional bond is crucial for getting loyal customers.

Emotional connection is key, driving 43% of business value, and it is more important than product features.

Different Types of Product Branding

1. Personal Branding

Each product in a company's portfolio is presented with its unique brand name and identity. 

For example, Procter & Gamble (P&G) uses personal branding for products like Tide, Pampers, and Gillette.

2. Family Branding

A group of products from the same company are marketed under a single brand name.

For example, Apple uses family branding for its products like iPhone, iPad, and MacBook, all under the Apple brand.

3. Corporate Branding

The company becomes the brand and uses its name for all its products.

For example, Samsung uses corporate branding for its products, from smartphones to home appliances.

4. Private Label Branding

Retailers make their brand name for products that third parties usually manufacture.

For example, Costco's Kirkland Signature line encompasses a wide range of products under one private label.

Key Elements of Product Branding

Creating a standout product brand involves several key elements:

  1. Colour: Specifies the emotional tone and aids in quickly identifying your product.
  2. Logo: A visual anchor encapsulating your brand's identity in a simple, memorable image.
  3. Name: The first point of connection, the name should be easy to remember and reflect the brand's essence.
  4. Brand Voice: The unique style in which your brand communicates, helping to build a consistent and relatable identity.
  5. Product Description: Concisely describes your product and why it matters, engaging potential customers.
  6. General Messaging: Reflects your brand's core values and connects emotionally with your audience.
  7. Packaging Design: The visual and tactile experience that draws attention and communicates the product's promise at a glance.

These elements work together to create a strong brand presence that resonates with your customers.

Corporate Branding vs. Product Branding

Product branding is a type of branding, but it varies in several critical ways from overall Corporate branding. Corporate branding remains static across the brand and should capture the whole scope of a company's identity. 

So, these concepts are not the same. Let's view the main differences between them.

Corporate Branding vs. Product Branding

Benefits of Product Branding

Let's explore 4 of the benefits of specific product branding:

  • Unique identity
  • Improved credibility
  • Better targeting
  • Customer loyalty

Unique Identity

Various visual elements, like logo, font choice, and imagery, create a unique product identity. When your branding is cohesive and impactful, a quick look can be enough for a customer to recognize it.

Product branding provides consistency, and consistency is crucial for building brand awareness. The more consistent your messaging and visuals are, the more they'll resonate with your audience—and they'll more easily be able to identify your brand the more they see. Plus, you'll control this narrative.

Improved Credibility

When your product has strong branding, it's not just easy to spot on the shelf; people also find it easier to remember. This can be valuable if you add more products or start a new product line. You can create on the name recognition your other products have already achieved.

For example, think about how Apple did it. They had the iPod, and people loved it. So when they brought out the iPhone, people trusted the brand, making it easier for them to accept and remember the new product.

Build Product Loyalty

Building product loyalty starts with the impression you create and whether you meet customer expectations. Customers with a great experience are likelier to stay loyal to your brand.

People love sharing their favourite brands with others. They wear, eat, and listen to brands, constantly discussing the ones they love. But it's hard to talk about a brand you can't remember.

For example, think about Nike. People instantly recognize and associate the "swoosh" logo with quality and style. This strong brand image boosts customers' desire to buy Nike products and recommend them to friends.

Better Targeting

Effective product branding helps create targeted marketing strategies for specific audience segments. By clearly defining a product's identity, companies can craft messaging and promotional efforts that connect with their audience. With a strong product identity and targeted marketing, businesses can engage specific segments, making their branding efforts successful.

Nike's Air Jordan sneakers are a great example of successful product branding. When first launched, Nike teamed up with basketball star Michael Jordan. They didn't just target basketball fans, sneaker collectors, and fashion lovers.

The branding highlighted performance, style, and Jordan's legendary status. This clear identity appealed to many and built a loyal customer base. 

Air Jordans are still popular today, showing how strong branding can engage different audiences and ensure long-term success.

How to Develop a Successful Product Branding Strategy

A successful product branding strategy is crucial for making your product stand out.

Here's a simple, step-by-step guide to help you develop a strong brand that resonates with your audience.

‍How to Develop a Successful Product Branding Strategy

Conduct Market Research

Start by understanding your target market. Who are your potential customers? What do they need, want, and value? Conduct surveys, focus groups, & interviews to gather insights. Knowing your audience intimately will help you tailor your brand to meet their expectations and preferences.

Research Competitors

Analyze your competitors to see what they're doing right and where they're falling short. Look at their branding strategies, product offerings, and customer feedback. This will support you identify gaps in the market and opportunities to differentiate your product.

Learning from your competitors can give you an edge in creating a unique and compelling brand.

Identify Industry Trends

Stay modernize on the latest trends in your industry. These could include technological advancements or shifts in consumer behaviour.

Understanding these trends will help you keep your brand relevant and forward-thinking. Also, incorporate these insights into your branding strategy to make sure your product stays ahead of the curve.

Craft a Personality for Your Product

Your product should have a distinct personality that reflects its values and appeals to your target audience. Think about your product as a person—what kind of character would it have? Fun and quirky, or severe and professional? This personality should be evident in every aspect of your branding, from your logo and colour scheme to your brand voice and messaging.

Get Your Team Onboard

Your team is your brand's most prominent advocate. Ensure everyone in your organization understands and welcomes the brand's values and messaging. Also, training sessions should be conducted.

Therefore, brand guidelines should be created to maintain consistency. When your team is fully onboard, they will be more effective in promoting your brand and delivering a consistent customer experience.

Apply Your Branding Consistently Across Various Channels

Consistency is key in branding. Ensure your brand's colours, logo, voice, and messaging are the same across all channels—your website, social media, packaging, or advertising. This uniformity helps build brand recognition and trust.

Use the same tone and style in all your communications to create a cohesive brand experience.

Developing a successful product branding strategy takes time and effort, but it's worth it. 

So, following these steps will make a strong brand that resonates with your audience. For more suggestions, connect with Ofspace's Branding Expert and make a 15-minute free call.

Great Product Branding Examples & Strategies

In today's competitive market, practical product branding can set your business apart. Understanding how top brands achieve this can be invaluable for startups and founders.

Here are 5 great examples and strategies for product branding:

  1. Apple,
  2. Starbucks,
  3. SharkNinja,
  4. IKEA, and
  5. Nike.

Apple

Apple is a master of product branding. Their sleek, minimalist design and user-friendly products have created a strong brand identity. Apple's consistent messaging emphasizes innovation, quality, and style. Their marketing strategies follow an emotional connection with customers.

Key Strategies (in short):

  • Apple products are famous for their sleek & clean design.
  • They highlight innovation, quality, and style in all their branding efforts.
  • Apple creates ads and promotional content that resonate emotionally with its audience.

Starbucks

Starbucks has built a powerful brand by offering more than just coffee. Their branding centers around creating a unique customer experience. Starbucks stores provide a cozy, welcoming atmosphere, marketing community, and connection. Starbucks has promoted a loyal customer base by consistently providing the best products and experiences.

Great Product Branding Examples

Key Strategies (in short):

  • Their stores are designed to offer a cozy and welcoming environment.
  • Marketing efforts to make customers feel part of something bigger.
  • Delivering great products helps keep customer loyalty.

SharkNinja

SharkNinja, the company behind Shark and Ninja brands, has excelled in branding. Their products are known for quality & reliability. SharkNinja's branding highlights the efficiency of its products, which are in demand by busy consumers. Their clear messaging and product design have helped them stand out in the competitive market.

Key Strategies (in short):

  • SharkNinja continually innovates to improve product performance.
  • Their branding highlights how their products make life easier for consumers.
  • Consistent and clear branding helps them stand out in the crowded market.

IKEA

IKEA's branding is all about affordability and practicality. They have created a strong identity by offering stylish, functional furniture at low prices. IKEA's marketing focuses on the ease of assembly and the versatility of its products.

They also emphasize sustainability, appealing to eco-conscious consumers. This clear and consistent branding has made IKEA a global household name.

Key Strategies (in short):

  • Providing stylish and functional furniture at low prices.
  • Marketing highlights how easy it is to create their products.
  • IKEA's dedication to sustainability appeals to eco-conscious customers.

Nike

Nike's Air Jordan sneakers are a prime example of successful product branding. Nike targeted basketball fans, sneaker collectors, and fashion lovers by teaming up with basketball star Michael Jordan. The branding emphasized performance, style, and Jordan's legendary status.

This clear identity built a loyal customer base. Air Jordans are still popular today. Therefore, they show how strong branding can engage different audiences and ensure long-term success.

Key Strategies (in short):

  • Partnering with Michael Jordan helped target multiple demographics.
  • Highlighting both performance and style in their branding.
  • Successfully targeting sports enthusiasts & fashion-forward individuals.

Studying these examples teaches you how to create a strong brand identity. Focus on clear messaging, quality products, and making an emotional connection with your audience.

So, with these strategies, your startup can build a loyal customer base and gain endless success.

Source: https://marketgenics.co/2023/05/how-brands-set-themselves-apart-from-others-top-tricks-used-by-5-brands/

Build Unique Product Branding for Now and the Future

Ready to build your product stand out in a crowded market? Or Want a best-selling brand? Highlight its individuality with us! Our unique branding solutions help you create a unique brand that speaks to your audience.

Don’t just fit in—stand out and capture the spotlight you deserve. Visit Ofspace today and start building your exceptional brand with us!

FAQs

What are the four stages of branding?

Stages of Branding:

  1. Awareness: Let people know your brand exists. Use ads, PR, and social media.
  2. Association: Build positive thoughts about your brand. Be clear, consistent, and give a great customer experience.
  3. Differentiation: Stand out from others. Highlight what makes your product unique.
  4. Allegiance: Turn buyers into loyal fans. Create emotional connections and loyalty programs.

How can you tell if your product branding is failing?

Signs of Failing Product Branding:

  • Sales are stuck or dropping.
  • Losing market share to competitors.
  • Trouble attracting new customers; increased churn.
  • Low brand recognition and engagement.
  • Negative customer feedback and reviews.
  • Mixed messages from marketing channels.
  • Visual identity doesn't match company values.

How can consistency be maintained across various platforms?

Maintaining Consistency:

  • Style Guide: Include logos, colors, typography, tone, and key messages.
  • Align Materials: Ensure all marketing and packaging follow the style guide.
  • Cohesive Experience: Consistency builds trust and recognition.

How Does Visual Identity Impact Product Branding?

Impact of Visual Identity:

Visual identity involves logos, colors, and typography. It makes your product memorable, builds trust, and sets it apart.

What Role Does Team Training Play in Product Branding?

Role of Team Training:

Training ensures everyone understands and shares the brand message. Consistency from sales and customer service strengthens brand identity and builds customer loyalty.

To Sum Up- Product Branding

We hope this guide helps you create successful branding for your product and market. The importance of product branding has always been clear. A well-branded product can give you a significant advantage.

Yes, good branding requires investment, but the returns are genuinely worth it. Start branding your product effectively today and see the difference it makes!