[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-product-branding":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",32573,{"id":24,"name":25},"author-0301142015","Canto","2020-07-20T02:11:12","2026-06-25T19:36:35","Product branding: What it is, why it matters, and how to get it right","product-branding","Top 5 Product Branding Benefits You Can't Ignore","Discover how effective product branding simplifies customer choices, enhances market entry, and strengthens brand image. Learn key strategies today.","What is product branding? Product branding is the practice of creating a distinct name, visual identity, and messaging strategy for a specific product, separate from its parent company brand. It allows organizations to target defined market segments, build product-level recognition, and shield the broader corporate brand from the reputational risk of individual product failures. Effective […]","What is product branding? Product branding is the practice of creating a distinct name, visual identity, and messaging strategy for...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-product-branding\">What is product branding?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Product branding is the practice of creating a distinct name, visual identity, and messaging strategy for a specific product, separate from its parent company brand. It allows organizations to target defined market segments, build product-level recognition, and shield the broader corporate brand from the reputational risk of individual product failures. Effective product branding shapes how customers perceive, compare, and choose between competing products.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Effective product branding shapes how customers perceive, compare, and choose between competing products. Sustaining that perception over time requires \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa>, the continuous practice of shaping how audiences perceive, experience, and trust your brand through logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--how-is-product-branding-different-from-branding\">How is product branding different from branding?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Product branding is similar to branding, and it is a form of branding. However, branding is a much broader, more comprehensive term that encompasses a wider range of branding. Product branding is much more specific and focused.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Branding aims to promote an entire company’s values and identity. Product branding, on the other hand, aims to promote a single product or specific group of similar products. While product branding focuses on specific products, the corporate brand establishes a positive reputation for the parent company, aiding in product sales. Product branding also requires a focus on \u003Ca href=\"\u002Fblog\u002Fbrand-identity\">brand identity\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are a few key ways product branding is different from general branding:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>They cater to different markets.\u003C\u002Fstrong> Branding aims to satisfy a broad group of customers, whereas product branding focuses on a specific target market.\u003C\u002Fli>\u003Cli>\u003Cstrong>Their marketing evolution is essentially reversed.\u003C\u002Fstrong> When it comes to product branding, market expansion is rare and usually not possible.\u003C\u002Fli>\u003Cli>\u003Cstrong>The marketing promotion is completely opposite one another.\u003C\u002Fstrong> Product branding promotes specific product qualities, while general branding promotes overall company qualities.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Let’s now consider the many ways that product branding is beneficial.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--5-important-yet-often-unexplored-benefits-of-product-branding\">5 important yet often unexplored benefits of product branding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following five benefits give you an idea of how important it is to understand product branding.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A strong brand strategy enhances customer loyalty and drives purchasing decisions, making product branding a significant impact on overall marketing success.\u003C\u002Fp>\u003Ccto-testimonial company author=\"Henry Ford\" position>Most people spend more time and energy going around problems than in trying to solve them.\u003C\u002Fcto-testimonial>\u003Ch3 class=\"wp-block-heading\">1. Makes the overall purchasing process easier for customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Customers are able to handle a potential purchasing decision a lot easier the better your product branding process is. Effective product branding fosters customer loyalty, leading to repeat purchases and long-term success. Using a grocery store as an example, imagine that you’re a customer looking for dishwasher soap\u002Fdetergent. If you’re in need of getting thick, greasy stains off dishes, you might opt for the Dawn brand. If you just need a light rinse and want some lingering good smell, Joy might suit you best.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-44.jpg\" alt=\"Joy and Dawn dishwasher side-by-side.\" class=\"wp-image-46725\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-44.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-44-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Joy and Dawn, of course, are both owned by the company Procter and Gamble. However, the way each product is branded has given customers a better method to consider the unique benefits and function of each.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Product brands aim to capture a submarket\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I like to use the sports drink, Powerade, as an example here. Powerade was created as a way for the Coca-Cola company to enter a subdivision of the beverage market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Certainly, a drink called ‘Coca-Cola Sport’ wouldn’t be able to attract enough of the athletic market needed, since most customers associate Coke with sugary cola.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Powerade, however, was \u003Ca href=\"https:\u002F\u002Feconomictimes.indiatimes.com\u002Findustry\u002Fcons-products\u002Ffood\u002Fcoca-cola-brings-powerade-to-take-on-gatorade\u002Farticleshow\u002F68770296.cms?from=mdr\" target=\"_blank\" rel=\"noopener\">positioned to bring in its own, unique subset of customers\u003C\u002Fa>. By existing as its own brand, Powerade has carved out a special place in the minds of customers, separate from its parent company Coke.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Thorough market research allows brands to understand their target audience better, enabling them to create distinct identities for different products.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To see the importance of targeting smaller, different markets, take a look at this chart of Coca Cola’s global beverage sales (courtesy market.us):\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-41.jpg\" alt=\"A graph of beverage sales.\" class=\"wp-image-46727\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-41.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191304\u002Fproduct-branding-41-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Certainly, 70% is a lot of their sales, but when you consider that an entire 30% was accomplished through product branding designed to capture new markets, a clearer picture forms of importance of this task.\u003Cbr \u002F>This is the power of product branding. It sets up a chance for companies to branch out and infiltrate markets they couldn’t otherwise get into.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Creates necessary, helpful separation between a brand and a company\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Product branding helps a brand stand out among other products. Similarly, it allows a brand to avoid adopting certain company associations.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Maintaining a consistent brand voice is crucial for effective product branding, as it helps communicate the brand’s mission and connect with consumers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Furthermore, through product branding, the company name isn’t in the forefront. Even though this prevents the product from advantages it would have had if it did use the company name, it ultimately makes things easier on the customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Product branding ensures a new brand is its own entity, with a unique identity that focuses on a specific group of products that are not tied to its parent company.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Prevents a company’s name and position from being tarnished by a failure\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If a new product fails, you don’t want this failure to carryover into different products, or even worse, into the parent company.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This could spoil an entire wave of products, brands and the company overall. That’s why product branding is so crucial. It allows companies to take risks on creative, inventive products. Mark Zuckerberg said it best when he stated, \u003Cem>“The biggest risk is not taking any risk. In a world that is changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”\u003C\u002Fem>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Attracting loyal customers through effective product branding strategies encourages repeat purchases and fosters a customer base that is more forgiving of minor errors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If the popular sparkling water brand, San Pellegrino, ended up failing, it’s unlikely that many people would associate its failure with Nestle (the parent company).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-45.jpg\" alt=\"green San Pellegrino bottles with diamonds around with text that reads "120 years S. Pellegrino - Tastefully Italian" all over a navy blue background.\" class=\"wp-image-46729\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-45.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-45-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">In a way, product branding acts as a layer of protection between brands and other brands, also between brands and companies. More importantly, though, is the potential creativity to create new product lines this encourages.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Creates market clarity and customer loyalty\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Product branding ensures that a brand represents a specific product, which clarifies the market to which it belongs. Product branding strategies help distinguish a product in a competitive market by creating a clear and distinct identity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Conversely, completely different products under a singular name would be obnoxiously frustrating to customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, a product brand should focus on one idea and take up a certain position.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To demonstrate the importance of this, consider the company Unilever. If they didn’t adhere to any product branding, they would have products called ‘Unilever Soap’ and ‘Unilever Ice Cream Bars’.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Doesn’t sound too appealing, does it? Plus, it confuses customers and prevents them from identifying specific brand names and attributing characteristics to them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately for Unilever, they do in fact adhere to product branding, and instead of unilever soap and ice cream, we have Dove soap and Klondike bars (both Unilever brands).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With these potential benefits, it becomes clear that product branding is crucial. So how do we successfully brand products?\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-to-successfully-implement-product-branding\">How to successfully implement product branding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Product branding focuses on how customers react to a certain brand and product. Similarly, it involves creating new names and identities that are not shared with any other brands or products. A successful product branding strategy involves creating a distinct brand identity that meets customer needs and stands out in the market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This doesn’t mean that a company can’t create two brands with similar products. In fact, this happens all the time. As I referenced earlier, Dawn and Joy are both dishwashing soap owned by the same company.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some key tips to move the product branding process along successfully:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Understand the unique purpose of the product, then learn the market it will belong to\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Product branding ensures a product has its own brand and stays true to certain features that are aimed at a particular market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A well-defined product branding strategy is essential for targeting a specific niche market and building brand recall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, look at the brands Jell-O and Kool-Aid. Jell-O’s unique market is grocery\u002Fcooking, and it’s touted as a flavored gelatin dessert. Kool-Aid’s unique market is grocery\u002Fbeverage and it’s touted as a flavored drink mix.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-43.jpg\" alt=\"red JELL-O and watermelon Kool-Aid boxes.\" class=\"wp-image-46731\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-43.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191303\u002Fproduct-branding-43-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">In order to brand a product correctly, you need to make sure it follows a similar structure like the products above. It needs a name of its own, followed by a unique market it’s aimed at. Lastly, it needs to be given a specific purpose for customers to understand what it does (Kool-aid makes water tastier with a scoop of powder, etc.).\u003Cbr \u002F>Once you’ve determined the purpose of your product and the specific market it’s best suited for, it’s time for some research and analysis.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Research your target audience and the market of similar products\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Before we can effectively adjust our product based on the other products already on the market, it’s important that we have a firm understanding our audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To do this, we need to analyze their values, characteristics and demographics. Next, figure out ways that you can present your product in a manner that best meets these potential groups.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if your research concludes that your most likely demographic are into video games, you could change the packaging of your product to resemble a game system.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you understand your audience better, it’s important to evaluate the market and its products that resemble yours. The reason we do this is there has to be a purpose for our product to exist. It needs to stand out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When we do our analysis, we should learn details that give us insight into what customers think about these current products. Furthermore, we can determine what types of things are helpful or hurtful to the customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">After we understand this, we can form our own product branding in a much more efficient fashion. Finally, we need to focus on the way our product appears to the customer.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Create visual elements that suit the brand identity\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The last factor in implementing a successful product branding is understanding and adapting your visual elements for the brand. This should be done based on research of your target audience, the product you’ve created and competitors.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Logos\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The best advice I can give for product logos is keep it simple, creative and in-tune with what the product aims to accomplish. If the product is a de-cluttering binder or notebook, a scrambled, messy logo isn’t going to fit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A great example of this in action is with the Gillette brand’s logo. Gillette sells razors, so their logo appears sharp and has crisp, clean edges that appear to have been trimmed by a razor.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"200\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-47.png\" alt=\"The Gillette logo.\" class=\"wp-image-46736\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-47.png 500w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-47-450x180.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Consider other successful logos when in your brainstorming phase. Once you have an idea firmly in mind that is fully-researched and meets all your needs, it’s time to create the logo.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Are there software systems designed to aid in logo creation? Absolutely! Some specialize in helping brands with the process, such as \u003Ca href=\"https:\u002F\u002Flogomaker.com\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cstrong>Logomaker\u003C\u002Fstrong>\u003C\u002Fa>. Others aren’t specifically for logo-making but have the extensive tools that ensure designers can create any type of logo they want, such as \u003Ca href=\"https:\u002F\u002Fadobe.com\u002Fproducts\u002Fillustrator.html\" target=\"_blank\" rel=\"noopener\">\u003Cstrong>Adobe Illustrator\u003C\u002Fstrong>\u003C\u002Fa>.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Packaging\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Besides keeping the product within safe from any damage or spills, packaging is actually responsible for a lot of different aspects of effective product branding.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How do we go about selecting packaging that is visually appealing and fitting with our product? First, meet the basic, tangible functions required – fits the product safe and snug, is easy to open.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, consider the exterior and how it will affect customers. Does it provide enough evidence of what you’re selling? Will it look presentable inside different stores?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, determine what types of materials and designs will work on the packaging in relation to the product and the target market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Note – don’t be afraid to get creative and try something new. That’s a big part of product branding. I like this packaging for a banana-flavored juicebox:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"414\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-48.jpg\" alt=\"A juice carton made from a banana peel.\" class=\"wp-image-46738\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Colors\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Remember that your brand needs its own colors, which will be completely separate from the company colors (typically).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This should involve some different research into the effect colors have on people and their overall moods. It should also take into account the type of product you’re selling and what you’d like to relay to customers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-42.jpg\" alt=\"A graph about the effect of colors.\" class=\"wp-image-46733\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-42.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191302\u002Fproduct-branding-42-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">I think the most telling example of color-usage in product branding is by soda cans and bottles. Mountain Dew is green like the color of the drink. Fanta is orange because it is orange soda.\u003Cbr \u002F>These are pretty straightforward, but that’s the point – you’re informing the customer of the product with your branding. It would be strange to color a root beer can green or blue. Keep it simple when it comes to colors.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--wrapping-things-up\">Wrapping things up\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s time to stop avoiding risk. Missing out on key markets for fear of failure is a recipe for defeat. Instead, use the ideas and tactics from this article to brand your products with confidence.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Like I mentioned earlier: product branding is easy. That’s definitely true, but you still have to take the first step to accomplish it. Let’s begin!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",11,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191305\u002Fproduct-branding-46.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19191305\u002Fproduct-branding-46-450x263.jpg","Multiple cosmetic hair products over a white background",350,600,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F11\u002F19194726\u002Fbranding-guide-5-450x300.jpg",19923,"branding-guide","A modern approach to unique and compelling branding from Canto","Branding is the strategy used to promote and define a brand to a specific audience. Follow this modern branding guide to ensure you're on the right track.","\u002Fblog\u002Fbranding-guide\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191036\u002Fbrand-dilution-12-450x283.jpg",47460,"brand-dilution","Brand dilution: 9 real examples and what every brand can learn from them","Here’s something that might surprise you: even the most successful products can dilute your brand. Want to learn more? Read on.","\u002Fblog\u002Fbrand-dilution\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19192722\u002Fbrand-image-22-450x300.jpg",25176,"brand-image","Improve brand image: 5 Strategies to shape how audiences perceive your brand","Brand image solidifies important relationships with your target audience. Make sure your brand image is optimized for success.","\u002Fblog\u002Fbrand-image\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787374902462]