In today’s competitive retail landscape, shopping has transformed into an experience of unparalleled choice and influence.

From solving problems to staying ‘on trend’, shoppers are bombarded with options across every category, fuelled not only by traditional marketing but also by the pervasive influence of social media and so-called ‘influencers’.

Annually, thousands of new products flood the market, vying for attention on physical or digital shelves. Every sector, from general merchandise to automotive, health and beauty, fashion, technology, and food and beverage all host a battleground where brand marketers strive for category dominance.

The quest is not merely about product sales, it’s also about creating lasting connections with consumers, forging bonds that evolve into enduring brand loyalty and repeat purchases.

For brand marketers, the task is clear: stand out amidst the marketing noise, build brand retention, and control the purchasing decision narrative that leads to category dominance both instore and online.

How brands influence shopping behaviours

The essence of branding goes far beyond visual elements like logos and designs.

Brand marketers must grasp that consumer branding involves a deeper connection with the audience, aligning with the product’s core values and objectives. It’s a continuous process that evolves over time, requiring sustained investment for the brand to foster loyalty and wield significant influence within its category.

The hallmark of a quality product brand lies in its ability to stand out and leave a lasting emotional impression.

Great brands will go beyond offering mere commodities; they create products that become indispensable in people’s lives, becoming the go-to-choice without even considering the price tag.

When branding is done well, it moves your product beyond the transactional relationship between buyer and seller. It can turn customers into brand advocates who willingly promote and defend the brand to others.

Consumer product branding encompasses every touchpoint between the brand and its audience.  It’s about crafting a narrative that resonates with the shopper, delivering products that exceed expectations, and fostering relationships built on trust and authenticity.

Marketing is telling the world you are a rockstar. Branding is showing the world you are one!

How to start building a GREAT consumer product brand

Before diving into brand creation, it’s crucial to take a step back and carefully consider the multitude of elements that contribute to crafting a brand identity.

To assist clients in initiating this critical planning phase, we offer a comprehensive rev™ Brand Summary Template. This template is designed to guide clients through a series of five key questions aimed at assessing the necessity and feasibility of establishing a product brand.

1. How it differentiates itself from competitors by addressing your audience problems.
2. How you build a visual identity that is unique and easily recognised.
3. How you market and communicate to shoppers using brand messages and value propositions.
4. How you intend to maintain your brand worth through positive customer product experiences.
5. Lastly, and most importantly, understanding the competitive landscape with the who, what, where and why essential questions.

Creating brands for consumer products.

Once you’ve completed your brand summary, you’re primed to embark on the next phase: exploring the creative realms of brand design and architecture.

Armed with the understanding of your brand’s essence and objectives, you can begin crafting its visual identity, messaging strategy, and overall brand experience.

This crucial (and fun) stage allows you to infuse your brand with personality, meaning, and coherence, setting the stage for its successful launch and enduring resonance in the market.

Transitioning from strategic planning to creative execution ensures a holistic approach to brand development.

Brand Design and Architecture

Your brand design and architecture are also known as a ‘brand identity’ just I the case of a consumer product, it has more focused or targeted sales and distribution elements.

Here are the various elements crucial to building a powerful brand identity.

Understanding your Target Audience: Identifying and comprehending the demographics, preferences, needs, and behaviours of the specific group of people your product aims to reach.

Brand Message and Value Offer: Crafting a concise statement that communicates what your brand stands for and the benefits it provides to customers.

Brand Uniqueness or Differentiator: Highlighting the distinct qualities or features that set your brand apart from competitors in the market.

Tone of Voice: Establishing the manner or style of communication that reflects your brand’s personality and resonates with your target audience.

Typography: Selecting and utilising fonts, sizes, and styles consistently across all brand materials to convey a cohesive visual identity.

Colours: Choosing a palette of colours that reflects the brand’s personality, evokes desired emotions, and enhances recognition.

Logo: Creating a visual symbol or mark that represents the essence of your brand and fosters instant recognition.

Graphical and Imagery Styles: Determining the visual elements, such as illustrations, photographs, or graphics, that align with your brand’s identity.

Taglines and Slogans: Crafting memorable phrases or statements that succinctly convey your brand’s essence, value proposition, or mission.

If you’ve struggled with the creation of your brand identity or perhaps planning for a refresh or update, then consider our rev™ Brand Optimisation Service. Learn More >>>

Building a powerful brand for your product

Sales Channel & Distribution:

Success hinges on a carefully crafted sales and distribution model.

Will your product be sold through a direct-to-consumer sales model (e.g. via your website), or retail channels (Coles, Woolworths, Myer, Chemist Warehouse, Bunnings etc), or on digital sales platforms and eMarketplaces (eBay & Amazon).

Streamline your production, shipping, and customer support/returns process to guarantee a seamless shopping experience and to build brand trust and loyalty. With a well-planned distribution strategy, you maximise your product’s reach and pave the way for sustained success in the market.

Make your Brand Fun:

In a world inundated with marketing messages, standing out requires creativity and innovation. Instead of adhering to the same tired marketing formulas, inject a sense of fun and excitement into your brand.

Consider unconventional approaches that surprise and delight your audience, turning ordinary interactions into memorable experiences. Whether it’s through witty social media campaigns, immersive events, or quirky branding elements, infusing your brand with a playful spirit can leave a lasting impression. By making your brand fun, you create an emotional connection with your audience, fostering loyalty and word-of-mouth promotion.

Highlight Product Innovation:

Innovation is the lifeblood of successful brands. If you’ve developed a groundbreaking product or introduced a unique twist to an existing one, capitalise on this differentiation by showcasing your brand’s innovative spirit. Craft compelling narratives that delve into the genesis of your product, highlighting the insights, creativity, and technological advancements that set it apart.

By sharing the story behind your innovation, you not only captivate your audience’s imagination but also instil confidence in the quality and relevance of your offerings. Whether it’s through captivating videos, detailed blog posts, or interactive demonstrations, leverage every platform to communicate your brand’s commitment to pushing boundaries and shaping the future.

Build a Focused Brand Launch:

Launching a brand is a pivotal moment that sets the tone for its trajectory. To maximise impact and reach, approach your brand launch with strategic intent and precision.

Identify key target demographics and channels where your message will resonate most effectively. Whether it’s through a high-profile event, influencer partnerships, or targeted digital advertising, tailor your launch strategy to reach as many consumers as possible to achieve a great ROI. Consider leveraging the power of social proof by incorporating user-generated content or testimonials to validate your brand’s value proposition.

By orchestrating a focused brand launch, you amplify your brand’s visibility and generate momentum that propels it towards sustained growth and success.

Contextual Commerce:

Contextual Commerce, a revolutionary approach to online shopping where commerce is integrated into our lifestyles, making every moment an opportunity to connect and transact.

In practice, this could be anything from a buy button on an online video to a voice command on an Apple watch, though technologies like augmented and virtual reality also present powerful opportunities for contextual commerce.  

Branding isn’t Marketing!

Building a brand requires continuous investment in marketing and brand engagement initiatives. Without this, your product and brand risks fading into obscurity amidst a competitive landscape.

Allocate resources to sustain visibility across sales and distribution channels, ensuring your brand remains on the radar of your target audience. Recognise the necessity of refreshing and updating your brand to stay relevant in a rapidly evolving market. This entails adapting to changing consumer preferences and warding off emerging competitors.

In today’s digital age, marketing strategies must also accommodate shifting consumer behaviours, particularly in how shoppers research and make purchases.

Multichannel marketing is essential, acknowledging that consumers may discover products on one platform but choose to buy from another. Embrace this trend by creating cohesive marketing campaigns that seamlessly transition across various channels, optimising opportunities for engagement and conversion.

Work with your retail partners on how to implement targeted promotions and campaigns that continue to drive sales both in physical stores and via their online shopping stores.

Remember, marketing is more than just promoting products—it’s about conveying a compelling narrative that resonates with consumers on a deeper and more emotional level.

While marketing can communicate that you’re a rockstar, branding demonstrates why you’re the ultimate rockstar worthy of supporting over the longer term.

Making consumer product branding simple!

Transforming your product branding concepts into a reality doesn’t need to be a daunting task if you are working with the right partner by your side.

When you collaborate with an experienced and knowledgeable brand agency like rev™ Branding, you streamline the entire process, improve your outcomes, and of course maximise the return on investment.

Navigating the intricacies of consumer product branding requires more than just creativity; it demands a deep understanding of the retail landscape and consumer behaviour.

With rev™ Branding, you gain access to a team and a comprehensive suite of services spanning category development, brand launch, and eCommerce marketing, ensuring that every aspect of your brand’s journey is meticulously crafted for success.

With over 20 years of industry experience under their belt, rev™ Branding consistently delivers results that exceed expectations. Their track record speaks for itself, as we have played a pivotal role in transforming the marketing and sales strategies of numerous consumer brands, fostering connections with shoppers and driving brand engagement and loyalty.

At rev™ Branding, we specialise in empowering brand manufacturers and suppliers to secure prime product placement both offline and online.

Through close collaboration with major retailers and distributors across Australia and New Zealand, we facilitate seamless integration into physical stores and digital sales channels, including prominent platforms like Coles Online, Woolworths Shop, Chemist Warehouse, Google Shop, eBay, Amazon, and Catch.

Let our experienced team at rev™ Branding guide you through every step of your new product design, branding, and launch. With our expertise by your side, you can embark on your branding journey with confidence, knowing that success is not just a possibility but a certainty.

10 takeaway steps to get your started…

Here are our top 10 take way items to help you start building a consumer brand that will keep growing into the future.

• Ask yourself why! What is your purpose and the reason you are creating this product and brand.

• Learn how to tell your brand story in a way that people relate to.

• Don’t cut corners with your product design – bad designs with awful reviews kills your brand.

• Spend time assessing the necessity and feasibility of your product brand (use the rev™ Brand Summary Template).

• Understand your target audience, their needs, and problems you want to solve.

• Be clear on your go-to-market strategy and your sales and distribution process.

• Content is king, and you can never have enough good quality, SEO enriched content on hand.

• Be clear on your sales channels, the who, what, where and when questions that lead you to the right digital marketing or sales platforms you need to encompass as part of your marketing toolkit.

• Ensure that your creative design is focused on your goals and not just looking pretty.

• Partner with a brand agency that knows your sales channels and relates to your vision. Avoid working with your brother’s mate who once built a brand for a stubby holder….

Conclusion

Branding for consumer products has never been more essential.

In today’s fiercely competitive market, brands are challenged to forge enduring connections and loyalty amidst a sea of choices. Success hinges on a profound understanding of the target audience, the ability to craft compelling narratives, and the delivery of exceptional shopping experiences across all digital platforms.

To establish a standout consumer product brand, differentiation from competitors is paramount. This involves creating a distinctive visual identity, developing impactful messaging, ensuring stellar customer experiences, and gaining insights into the competitive landscape.

Brand design and architecture are pivotal in shaping a brand’s identity. This encompasses understanding the target audience, defining brand messaging, designing logos, and establishing a consistent tone of voice.

Successful brands prioritise sales channels, injecting fun and creativity into their brand, showcasing product innovation, and orchestrating focused brand launches. Embracing ‘contextual commerce’ and multichannel marketing strategies is crucial in maintaining visibility and relevance in today’s digital landscape.

Ultimately, while marketing communicates a brand’s value, branding delves deeper, conveying why a brand is deserving of long-term support and loyalty.

Collaborating with an experienced and knowledgeable brand agency like rev™ Branding can streamline the branding process whilst ensuring better outcomes and maximising the return on your marketing investment.

Schedule a Call

Book a quick call with one of our marketing team members to discuss your type of business and understand how we could help you to design and build an effective automated marketing sales funnel.

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Got a Question…?

Why not give us a call and speak with one of our experienced and industry recognised team with more 30+ years working in the FMCG and CPG sectors.  Contact us on +61 3 9863-7444 or email us at [email protected] 

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