In an increasingly competitive business world, product branding is one of the determining factors for success—not least for MSMEs. Unfortunately, there are still many business people who think that branding is only important for large companies with exorbitant budgets. In fact, in the digital era like now, anyone can build a strong product image as long as they know how. Come on, take a look at everything!
Get to know Product Branding
Quoting the Shopify page, product branding is the process of creating a unique identity for a product so that it can be recognized and differentiated from other products on the market.
This is not just about the name or logo, but about how a product can “speak” to consumers through the design, the message conveyed, and the experience of using it.
The main goal is to build an emotional connection with consumers. Even if someone has never purchased the product before, strong branding can create a lasting impression and trust.
Effective branding not only makes products easily recognizable, but also reflects the quality, benefits, and even values promoted by the business behind the product. In other words, product branding is the personality of the product you offer—and that’s what differentiates it from others.
Elements in Product Branding
Strong product branding is not created from one element alone, but rather is the result of a combination of various components that complement each other to form a unique and memorable product identity. The following are important elements in product branding:
1. Color
Color plays a big role in shaping consumers’ perception of a product. Each color can evoke certain emotions—for example purple which is synonymous with luxury and exclusivity and green which gives a natural and calm impression. The right color choice helps products be more easily recognized and creates a lasting impression in consumers’ minds.
2. Logos
A logo is a visual symbol that represents a product’s identity. A strong and consistent logo design will help the product look professional and memorable. Ideally, the logo also reflects the character and values of the product itself.
3. Product Name
A good product name should be easy to pronounce, easy to remember, and relevant to the product itself. This really determines the first impression and can carry a meaning or story that strengthens the product’s positioning.
4. Brand Voice
Brand voice is a communication style used to convey messages to consumers, either through advertising, social media, or packaging. Is the tone casual, serious, funny, or professional? This consistency in speaking style helps build brand personality.
5. Product Description
Product descriptions not only explain the features, but also the benefits felt by consumers. The sentences used must be interesting, easy to understand, and arouse curiosity or desire to buy. Descriptions also play a role in strengthening the image and value of the product.
6. Message to be Conveyed
General messaging is the big narrative that the product wants to bring to the public. This includes the vision, mission and values promoted. When this message is conveyed well, consumers feel closer emotionally to the product.
7. Packaging Design
Packaging is the first “clothing” that consumers see from your product. Packaging design that is attractive, informative and in line with brand identity can increase visual appeal while strengthening perceptions of quality. Even packaging can be a determining factor when consumers compare products on store shelves.
Benefits of Product Branding
Building product branding is a long-term strategy to win the hearts and minds of consumers. Here are a number of the main benefits of effective product branding.
1. Targeting More Specific Submarkets
Product branding allows you to not only target the main market, but also break it down into submarkets—consumer groups that are more specific and relevant to certain products. This strategy makes marketing campaigns sharper and more personal, because it can tailor messages to the values, interests or habits of that group.”
2. Build an Emotional Connection
Products that have strong branding are able to create emotional connections with consumers. This is important because the majority of purchasing decisions are not just based on logic, but also emotion—whether it’s convenience, nostalgia, or social status.
3. Increase Brand Recognition
Brand recognition is the ability of consumers to recognize your product from visual or audible elements—such as colors, logos, or slogans. With consistent and strong product branding, your product is easier to remember and recognize among competitors’ products.
4. Strengthen the Value Proposition
Solid branding helps highlight the unique value of your product compared to similar products. When branding consistently conveys product advantages, your product value proposition is stronger and more convincing.
5. Build Product Loyalty
The first impression given by a product through branding really determines whether consumers will buy again. If their experience matches (or even exceeds) the expectations built through branding, they will be more loyal.
6. Increase consumer preferences
Consumers tend to choose products they know and trust, even if the price is higher. Consistent and relevant branding increases the chances of your product being chosen over other products that do not have a clear identity.
7. Increase Competitiveness and Reduce Price Competition
A strong brand creates a competitive advantage that makes competitors think twice before entering the same market. Consumers are also more price tolerant if they trust the quality and brand image. This means you don’t have to compete in a price war, but can instead focus on the value and experience offered.
Strong branding can be the main differentiator between products that are looked at and those that are ignored. So, in an increasingly crowded market, don’t just sell products, build an image and value that makes consumers interested, trusting, and coming back for more!
Ready to make your product a better known brand? Come on, use the Labamu application to manage your business as well as marketing campaign effectiveness in just one application. Download the application now via Google Play or App Store and start increasing your business competitiveness!
