Branding

Effective Marketers Sell to Customers on Both the Product and the Brand

Branding is an elusive quantitative measurement, but in some cases, they’re worth billions of dollars. The key to sell to your customers on both the product and the brand is to make sure both are coordinated aesthetically, logically, and consistently.

Aesthetically: You should never allow anything that your brand produces to not have the same color, font, quality, voice, or style as your brand. If you have a product that doesn’t reinforce your brand image, then your product is out of alignment. This is important, because people need to be able to recognize patterns. If you colors are different between your logo and product, people are going to get confused and may attribute the product to another brand.

Logically: You product should always dovetail with your brand’s promise. What does your brand stand for? What is the basic offering you’re delivering to your buyers? Your product offering should fit underneath that brand’s promise so that people get both what the brand wants to promise and that the product they’re offering comes from that brand. If you can coordinate these two things, people will get the message and your effect can be incredibly persuasive.

Consistently: Some brands like to change up their product line, because it’s fun. Look at Facebook. How many times have they changed their platform? What ends up happening is that people tune out and stop using your product. Find the formula that works, and don’t change it. Lots of business have not changed their formulas for decades and they have reaped the rewards.

CONCLUSION

Iwant you to know that branding and product alignment can happen. Be sensitive to how your brand looks and what it’s promising to zero in on how to market your product. If they seamlessly go together, that is a formula for success. Good luck!

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