A strong brand identity leads to a strong impression on consumers. Your brand identity defines not only who your brand is, but every single interaction a customer has with your brand — online and in-store.
Brand identities have a major impact on consumers. But products can have their own identities, too. Product branding is when marketers introduce a product to the public with its own unique identity. This can be with the product name, logo, design — any aspect of the product that differentiates itself from all else.
In such cases, the parent company — the brand — becomes more obsolete, while the product identity is of more significance. In a sense, these branded products can be considered mini-brands or extensions of the parent company.
Product branding emphasizes the commodity rather than the umbrella of the brand under which it exists. It’s a strategic tactic retailers can take if they have a product that fits the bill: It’s noteworthy and significant, or one of a few products in a line. If your business has a ton of dime-a-dozen products, it’s likely not worth the effort.
But product branding can be tricky. That’s why we asked 10 retail experts to share their secrets to successful product branding.