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"The brand you think of putting in the market may well be very different from the consumer's or professional customer's perception of that same brand."

More information about product branding?

The goal of any branding strategy is to build a strong brand. A strong brand, coupled with an effective brand strategy, results in a higher return for every euro you invest in marketing and communication. Your brand strength is the result of the combination of reputation and visibility. This applies to both B2C and B2B products and services. 

For efficient product branding, you first need to find out what distinguishes your brand from other brands. What makes your brand different? What are your competitive advantages? Those differentiators are the foundation of your product branding. A strategic exercise to find the 'why' of your product(s) will help you a long way.

Only then can you start developing your brand: its name, logo, and baseline, corporate style, tone-of-voice, mapping your customer journeys and communication touchpoints, your communication strategy, and your campaigns. In short, the real start-up of your product branding. 

As always, it is important to measure and adjust the results of your marketing efforts where necessary. The brand you think of putting in the market may well be very different from the consumer's or professional customer's perception of that same brand. Listening to market feedback is the message. Good consumer panels or focus groups can help you.

Roadmap: 

  1. Defining the 'why' of the product
  2. Determining the differentiators 
  3. Creating the product name, logo & baseline
  4. Developing corporate identity and tone-of-voice 
  5. Implementing
  6. Measuring and adjusting

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