Rabat - When a company launches a product it’s vital that customers have a sense of what it is and where it’s from. No matter how much they love it, without these things they will struggle to make repeat purchases or share word of mouth effectively, and there will be no growth in the company’s reputation. The product may still enjoy some success but it will fall short of its potential. So how should creating a brand be approached?
Rabat – When a company launches a product it’s vital that customers have a sense of what it is and where it’s from. No matter how much they love it, without these things they will struggle to make repeat purchases or share word of mouth effectively, and there will be no growth in the company’s reputation. The product may still enjoy some success but it will fall short of its potential. So how should creating a brand be approached?
Product and packaging
The process of branding begins with the product itself. If possible it should feature the company’s logo or signature colors. If any aspect of its appearance is distinctive, this should be emphasized by a professional product photographer to strengthen public recognition. Packaging should always feature the company’s logo and colors, even if they’re added using stickers after it has already passed through other companies. Ideally, packaging should not be overcrowded with imagery, but should focus on making it easy for customers to identify the product and the company it comes from at a glance.
Word of mouth
The best way to shore up the potential success of a product is to start generating buzz about it before it’s launched. How is this practically possible? There are two ways to go about it. The first (and usually the best) is to connect with existing customers and invite them to test the product – they get it free as long as they give you feedback and talk about it publicly. Not only is this useful in revealing what does and doesn’t work about the product, when people get something for free they usually like to tell people about it, focusing on the positives. The other approach is to use competitions or giveaways to distribute early versions of the product more widely with the aim, again, being to get people talking about it.
Alongside regular word of mouth, it’s always worth seeking support from influencers, the small percentage of the population whose opinions carry much more weight than those of others. These could be acknowledged experts in a particular area or they could simply be famous people. Companies often give away their products to people like this in exchange for positive comments and photographs or for having those people seen with their products in public. It’s always worth networking to identify any personal connections that might help seal this kind of deal because it can be very useful in the early stages when what really matters is getting attention.
Once a date for releasing the product onto the market is fixed, it’s time to start looking at more wide-reaching means of generating publicity. Services like As Seen on TV provide a great way into the infomercial business, helping companies put their products before a mass audience and backing it up with a web platform that makes it easy for consumers to purchase what they’ve seen. This is a great option for products with mass appeal and it can be a very useful tool in brand building, getting the product name and image and the company name out there. Some companies try making their own infomercials, but this is much more hit and miss, with only a small percentage achieving success. For those who have the capital, it’s better to go with the pros.
Social media marketing
Social media marketing is a gift to those on low budgets and it can be very effective in building product visibility, but it needs to be sustained – a neglected social media account can actually damage a brand. This means that companies should start by determining which social media platforms will be most appropriate for promoting a particular product, rather than trying to take them all on. What constitutes the best choice will depend on the target demographic. Defining this demographic is itself part of the branding process because it establishes the product in the eyes of the wider public, as something that is suited to a particular type of person.
Though these may seem like very different ways of building up a brand, the trick to successful campaigns lies in integrating them and coordinating them over time. Once the product is established it will be necessary to keep it feeling fresh, so it’s sometimes worth keeping a few tricks in reserve ready for promoting an upgrade or other change. A well-developed brand will ensure increasing consumer confidence about a product and will, in turn, strengthen the brand of the company behind it.