What is Product Branding and Why It’s Essential in Retail

Posted : 26 July 20174

Without a strong brand behind your product line, there’s little to compel a buyer to choose you over another option. And with so many options in most markets today, branding is more important than ever.

Product branding gives the items in your store an identity within the marketplace. Good branding can allow your specific products to stand out against what a competitor offers, and engender the kind of brand loyalty that pulls customers into your store (even when it’s just easier to grab something online).

That identity is built of numerous components, including:

Names and descriptions

These pieces come together to create an emotional connection for the customer. If this feels a little hard to pin down, that’s because it truly is. Branding is all about a variety of aspects about your products (and store as a whole) combine to influence how shoppers feel.

It’s also the promise your products make to customers, and how they deliver. Branding is heavily influenced by the expectations you set in consumers through components of your products and whether or not you meet them.

Creating Great Product Branding for Retail Inventories

So, branding may feel a little fluffy at this point. But the good news is you can learn to apply a few strategies to your own products so that they better connect with customers and leave them with positive feelings about what you sell.

Here’s what you need to keep in mind when developing a strategy for your product branding.

Do the Legwork

Before you start contacting designers and asking them to create some fancy, new logos for your product lines, take a step back. Research comes first.

You’ll want to answer questions like:

What are the values and beliefs of my business?
What is the purpose of my products?
Who am I trying to serve and why?
How does my ideal customer think about the world? What are their tastes and preferences? What would make them feel seen, valued, and cared for? How can I connect with them on a deep emotional level?
What promise does my product deliver to customers — and does it deliver?
How do people see my business and product line right now?
How do I want people to see my business and products moving forward?
This might require you to go out and interview customers, talk to shoppers, and get feedback from the market. You might also need to carefully consider the why behind what you offer and who you want to sell to.

These questions will help you drill down to a few essentials that can inform the specific message and feeling you want your product branding to convey — and this information is critical to know before you start making decisions on things like design.

Create Consistency
Product branding requires that you stay consistent with images, design, quality, and messaging across the board. Consider taking the following steps to create a cohesive brand across your store, so different products don’t clash with each other (even when they’re not the exact same item):

Establish a clear brand message that every product must convey.
Designate color palettes for your designs.
Create a style guide to clearly list out what your brand voice and tone are (and how to follow both).

Get Your Team Involved, Too

If your products can create emotional ties with your customers, imagine the wonders your human team can pull off if they’re empowered to support your branding efforts.

Train them in more than just operating your POS system. Give them the resources they need to forge emotional connections with every shopper they interact with.

This means including your business’ philosophies, values, and missions in their toolkit. Do they understand your biggest goals as a retailers? Do they know what message you want your store and products to send?

Give them this information and allow them to act on it, too. You can give them guidelines for customer interactions that reflect the kind of retail personality you want to project to the public.


by Kali Hawlk