Which Comes First – Brand or Product?

When developing a marketing strategy, it is logical that there must be a product before you can have a brand. By releasing a minimal viable product, companies can get invaluable feedback from customers who can validate the product idea.  Once in the early stages of product development, branding should start to become a key focus. The fact is both the product and branding are necessary for a successful business. A good product with the right branding will eventually be indistinguishable from each other which is why it is important to hire a professional branding team. Read on to find out why branding needs to be the focus before the product is fully developed and how to achieve the right branding for your product or idea.

What is a Product?

A product is an item or service offered for sale to a customer to meet a need or want. It is something a customer will buy and use in their lives. A product can be physical or digital. Durable goods like cars and furniture and non-durable FMCG (fast moving consumer goods) items like food and beverages are classified as physical products. Virtual products can also be known as digital goods. They are intangible products like digital downloads of books or music, memberships or subscriptions.

What is a Brand?

A brand is the name, identity and personality given to the product or service. It is the thing that differentiates you from others in the market. Your brand identity is a result of a collection of visual, verbal and experiential elements associated with your product or service. This includes everything from the logo and colour scheme to tone of voice, packaging, and even brand name. It is these combinations of elements that make your product known and distinguishes it from the crowd. A brand’s personality should be reflected in the identity, and relates to the emotions and characteristics customers associate with the brand.

Band-Aids are merely sticking plasters with a type of gauze pad in the centre and yet we all know the word ‘Band-Aid’. Without the branding, a Band-Aid would just be another piece of tape and gauze to protect a wound. The brand equity power of Band-Aid is so significant, people ask for a Band-Aid rather than a sticking plaster. This is because the brand’s story and identity makes it stand out in the minds of customers, evoking emotions, and promising to deliver what the customer needs. 

Difference Between a Product and a Brand

The main difference between a product and a brand is the product is an item being sold, while the brand is the overall identity of the product and the promise made to the consumer. Products are made by companies and they meet the needs of the customer by supplying a desired item or service. Brands are created through design, packaging and marketing elements that give the product its identity. It is the brand that encourages consumers to purchase one product over another. That is because brands have their own identity and personality. The brand identity communicates the company values to your customers and defines what you want them to feel when they interact with your product. Think of the brands, Coke versus Pepsi. Both are just carbonated cola drinks and yet consumers choose one over the other because of their brand and the emotions they evoke. 

Why Is Branding Important In Product Planning?

Branding is important in product planning as it is key to making your product stand out and defining your brand’s purpose. Branding gives your product personality and identity. It becomes the story that customers will recognise, evokes emotions, and encourages brand loyalty. Toilet paper company, ‘Who Gives a Crap’ is a purpose-driven brand that proves it is more than just a toilet paper. Their vibrant and fun brand identity is also purposeful as they are recognised for their high levels of environmental and social impact.

Ideally, branding should be carried out during the product development phase to help the product evolve and clarify the target market. Considering branding ideas during product planning offers a plethora of benefits. These include:

• Helps identify your target market and understand the opportunity for your brand and how to position in the market. During the product planning process, focusing on branding will help identify the target market that you will be selling your product to. The more you understand your target market, the more you will be able to cater to their needs and create strong competition for similar products along the way.
• Creates an identity for your product. Brand extends past the mere product you are offering. The brand gives your product an identity and something for customers to relate to and connect with.
• Assists in the planning of a marketing strategy. By having a solid product to sell and a good handle on branding, marketing will be a simpler process. It is easier to create advertising campaigns when the brand strategy has been developed.
• Can help with product evolution. Branding research is a way to identify key aspects of the customer demographic and competitor market. During this process, you may discover the product needs to be altered or improved to align with a need in the marketplace. Packaging materials, for example, will need to align with the brand purpose. An environmentally conscious brand will need to consider recyclable and compostable materials. This information is invaluable for the success of the business and potentially saves time and money on a redundant product. 

How To Transform A Product Into A Brand

Now that we understand that branding is an essential part of a product’s success, branding agencies can help transform the product into a brand. A few key steps on how to transform a product into a brand are:

1. Identify target audience. By researching your target audience and competitors, you can identify potential customers, what they like, and how they communicate. This makes it easier to tailor the brand to their needs. 
2. Create a unique brand identity.  Create a brand identity for your product which will communicate your values to your customers and define what you want them to feel when interacting with your product. This will include your visual identity and brand design on packaging and advertising which reflects the brand’s value and story.
3. Develop brand guidelines. Armed with an understanding of the audience and competitors, and a visual mood board for inspiration,  start putting together brand guidelines. These are the rules and standards that communicate how you want the brand represented. Brand guidelines will include brand values, purpose and position, its mission and vision, personality and tone of voice.
4. Launching to market. You can now launch a ‘virtual product’ to market or pitch to retailers prior to going into manufacturing. Once you have feedback from retailers, you can decide on the final product offering and proceed to manufacturing.

So, which comes first? 

In all cases, a product must come before a brand in terms of conception except when it is an extension of an existing brand’s offering. However, as soon as a product is invented or imagined and deemed viable, it is essential that the branding process begins. For a successful business, time and energy must be devoted to both product and brand development. In this article, we explained why branding is essential, how to turn your product into a brand, and the importance of utilising experts in branding for this transformation. For further details, contact the team at Brandwell.