Decades ago, branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements, that distinguished one company, product or service from another.
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Today, the brand or branding is more complex and even more important.
Launching a company or a product is an exciting undertaking. You’ve developed a solution to an unmet consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales and PR training, means your launch team has a lot to do.
In the midst of the planning commission, it can easily become too product-focused and overlook the definition of your brand. Just like an airplane needs great engineering, a solid flight plan, and a smart crew to keep it flying, your business requires the same diversity and quality of development to maintain momentum long after launch is over. A key to continued profitable growth is a strong brand and sometimes the use of a brand identity agency.
Reasons to boost your branding
Here are four reasons why branding development is an essential part of your product launch planning process:
1. Product differentiation
For your product launch to be successful, you need to understand your customer’s motivations and pain points in relation to the unique value your product adds.
Broadening your focus to both your customer and your product helps you find your ideal market position or sweet spot.
Tips to find your sweet spot:
- Create customer profiles and your target audience.
- Use marketing data to identify the values and needs of your customers. For example, website visits and content downloads can provide quantitative clues about what shoppers are looking for, while surveys and interviews allow for more qualitative feedback.
- Assess the competitive landscape. Once you understand your competitors’ technology and products, you can more easily identify areas where you can win.
Once you’ve found your key differentiators, you can create a brand story that speaks to your customers and helps your product stand out from the competition.
2. Story of the brand or branding
A compelling brand story, told consistently and clearly across all marketing channels, is vital to the success of your product launch.
From PR and email to marketing and content design, the ability to convey how your product solves customer problems will motivate them to buy and ultimately transform them into brand advocates.
Tips for telling your brand story:
- Develop key messages that highlight the differentiators of the product; include them on your website, in creative materials, in sales materials and in press kits.
- Keep the message coherent both in internal communication and in external promotion.
- Create a brand style guide that defines the language used to describe the product, as well as proper spelling, punctuation, and graphic elements.
- Avoid marketing or industry jargon that may mean little to customers.
3. Relations with clients
First impressions are an important aspect of interpersonal relationships, and the same goes for brands.
From their first interaction with your content to the service they receive as a customer, you want shoppers to have a great experience with your company and product.
By establishing a brand strategy, you can start connecting with customers from day one.
Make sure that all branding elements involved in launching your product are consistent, professional, and reflect your company values.
As in any relationship, just own who you are and if people relate to it, they will support you.
4. Trust
Ultimately, a brand is a promise to stay true to its distinctive identity and add value for consumers.
When launching a new product, customers may be skeptical if they don’t have something similar to compare the product to or are unfamiliar with your company.
The development of your branding allows you to create supporting content and professional images that improve the understanding of the product by buyers.
By addressing potential risks or concerns customers may have with your product, you can establish trust early in the buyer’s journey.
Branding as product presentation
Brand development should be at the heart of your marketing strategy for a product launch.
Several elements will comprise the identity of your new product. Some brand essentials include:
- Brand identity manual
- Color palette and fonts
- Logo
- motto or slogan
- Website
- Social media platforms
- business letters
- Letterhead and envelopes
- media kit
The functionality and quality of your product are undoubtedly important factors in the launch process. But what is even more important to ensure the lasting success of your product? your clients.