A few questions and answers resulting from a research about branding a product.

Do we have to brand a product for it to be successful?

The general opinion is YES. Saying that, it really is a good idea to find out what exactly you want to communicate. A brand is defined as a series of promises, icons, names and stories that create a mental shortcut for customers. In fact, as you’re developing a product you’re also developing its brand whether you realize it or not. 

Just try not to concentrate only on drawing pretty logo pictures. Start with setting standards of your idea, what the message should be for those who are willing and able to spend the money to purchase the product. Find a good reason why people should want to buy YOUR product and not someone elses. And ask yourself: Is being the cheapest a good reason?

How much branding is good? 

As the market place becomes more cluttered with choice, a brand is essential to differentiate from the competition. However, being able to communicate a clear, easy to understand message will make the main difference. It is therefore not the volume of information in this message, but the quality.

How does a brand succeed?

Mainly by keeping what has been promised and by good marketing. You can have the best product, if people don’t know about it, you will not sell it. After launching and fine tuning, the branded product is to be managed by regular comparisons, tests and updates / upgrades.

J