While you should create a strong brand for your company, which includes things like your brand name, your company logo, and consistent colors to be used in your promotional activities, you should also develop branding for individual products to give each product its own identity.
Customers choose to buy products partially based on how the branding makes them feel. So, if you use the right imagery, wording, typeface, colors, and so on for your products, you can provide an emotional connection with prospective customers and increase conversions.
You also need to look at different and distinctive ways to brand your products if you want to stand out from the competition and gain customer loyalty.
But how do you brand your products in a unique way? Here are five ways to go about it.
1. Choose Distinctive Colors
Designers and marketers know how important color psychology is for selling products. Different colors can evoke different feelings and when customers feel certain emotions they can be more likely to buy.
For instance, yellow can make people feel sunny and happy while green can make people feel connected to the natural world. Thus, McDonald’s uses yellow in its logo and branding and vendors of eco-friendly products often use green.
But that does not mean you need to stick to using colors in a traditional way. For instance, Alpecin caffeine shampoo shocked the market when it was first released, as it looked more like a bottle of car oil than a shampoo with its sleek black look. But it got noticed.
So, consider using unusual colors or out-of-the-ordinary color combinations to make your product stand out from similar products. But still, keep how you use color psychology in mind.
2. Use Unique Wording
Getting the typeface right is an important part of branding a product. But just as important is getting the wording right. You need to consider the slogans and information you place on your products as much as the name of the products.
And you need to use wording that is tailor-made for your target audience. For instance, if you identify your target customers as being young and trendy and you are selling shampoo, you could use slang terms like “on fleek” and other words that help to describe the product in a fun and appealing way, such as using words like “zesty,” “zingy,” and “fantastic freshness.”
Consider how you place the words on your products too. By placing them in unexpected ways you can further make your product stand out against the competition.
3. Create Eye-catching Imagery
They say a picture is worth a thousand words, so make sure you use the right imagery in your product branding. Different images can make a huge difference in how a potential customer reacts to a product.
So, think outside of the box to find and use images that cannot fail to make customers notice your products.
For instance, if you sell craft beer, you could use striking imagery like a white skull on a black background. Tie that in with the other elements of your branding, such as calling your product “Horror Ale” and using a blood-red font, and you will have a product that definitely gets noticed.
And speaking of beer products, if you are considering starting your own brewing business, check out these Untappd tips to open a brewery.
4. Adapt Your Logo
You should already have a company logo before you begin producing and selling individual products, and you will have needed to give your logo a lot of thought as it is a critical part of any branding strategy.
But you could consider adapting your logo to suit individual products. Just make sure you do not alter your logo so much that it is unrecognizable.
For instance, if you are in the beer brewing business and you create the example of a Horror Ale, you could adapt your logo so that it looks darker and spooky.
You could simply change the color profile of your logo or add little elements to it, such as a skull in place of the two Os is the word “horror.”
5. Make Your Packaging Stand Out
The packaging design is just as important as the other elements of your product branding, especially as most people buy items online and receive their goods in the mail.
If products arrive on customers’ doorsteps with packaging that is interesting or exciting, the customers are sure to feel excited and are more likely to feel warmly towards your company and become loyal customers.
For example, instead of using paper to wrap products in, you could use a patterned fabric. Or you could add decorative touches like bows or stickers.
The more interesting the outer packaging looks, as long as it suits the product inside, the more you will create customer interest and attract and retain more customers.
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