Branding is one of the most powerful marketing tools for any business. Branded products are one of the best examples of how businesses leverage branding to stand apart from the crowd. 

The objectives of branding extend beyond achieving visibility in a crowded marketplace. Good branding could have a strong impression on the minds of customers, giving them something familiar or memorable to associate with a business.

The impact of branding is visible in the perception of a brand’s image by customers. For example, around 81% of customers state that they must trust a brand before buying anything from it.

On top of it, around 55% of the first impressions of a brand are visual in nature. At the same time, people use different platforms for researching products and their brands before making a purchase decision. Let us explore how branded products could help your business. 

What are Branded Products?

The business landscape is becoming more competitive with the introduction of multiple new businesses in recent years. However, some products have successfully made their mark in the competitive business landscape with their unique identity.

Branding is the approach followed by a business for presenting itself to the target audience. The process of branding generally involves the creation of a mission statement, design, phrase, or idea that defines the business.

When it comes to product branding, the process focuses on securing a place for new products in the minds of customers. Product branding is an important highlight in the broader branding strategy of a business as it delivers unique identities and personalities to the products.

How is Product Branding Different from Corporate Branding?

The primary objective of corporate branding or company branding revolves around the creation of a coherent identity for the business. As a matter of fact, company branding is consistent throughout the brand and captures the complete scope of the identity of a company.

Explore innovative resources for creating a logo tailored to your brand identity. You would find out that elements such as the logo align with your brand values and show that the company is represented as a single entity.

On the other hand, product branding is more specific, as it focuses on a specific product. Product branding aims at ensuring the distinctiveness of a single product or a collection of products from the competitor’s products.

In addition, product branding also differentiates a product from other products by the same company. Furthermore, product branding could also create a unique identity for products, isolated from the brand manufacturing the products. 

The best example to understand the difference between product branding and company branding is PepsiCo. The company manufactures aerated beverages, hummus, breakfast cereals, and chips.

However, PepsiCo does not follow the same branding approach for all its products. Pepsi is a recognizable brand, and interestingly, people perceive it as a product brand associated with carbonated beverages. 

On the other hand, marketing a packet of Lays chips as Pepsi chips might backfire on the brand. Therefore, you would find distinct product branding for all the offerings by PepsiCo. For example, PepsiCo offers Lays chips, Quaker Oats, and Tropicana fruit juice with distinct brand identities. 

How Does Product Branding Create Your Company’s Image?

Branded products are the beacons for your company in the market. Whenever a customer purchases branded products, they seek the value proposition they could find only in a specific product by your company.

You can find multiple benefits of branding in the modern marketing landscape. However, there are certain aspects of branded products that play out in favor of your company’s image. 

For example, the color, logo, or theme for product branding could provide an easier way for customers to recognize your products. As a matter of fact, branded products used in promotional activities are more likely to improve brand recall.

Here are some of the other ways in which branded products boost your company’s image.

• Market Clarity

Product branding gives you a unique opportunity to stand out from the crowd of competitors and your own offerings. For example, Proctor and Gamble utilize different types of product brands to ensure that customers have clarity about their offerings. 

• No Negative Impact on Company Brand

In some cases, new products might end up as failures. The failure of new products could have a negative impact on the trust of customers. You can build consumer trust with the right features on your website.

However, the tiniest of mistakes could lead to a negative impression of your brand in the minds of consumers. In such cases, a distinct product brand would have a limited impact on the reputation of the parent company.

Therefore, you don’t have to worry about the failure of branded products as they would never affect your company’s image. On the contrary, successful product branding could help in building excitement around specific products.

• The ability to Target Specific Market Segments

The next crucial advantage of branded products is the ability to target specific market segments. Larger companies offer a broad assortment of products, which could cater to different types of consumers.

The company brand could not align with a specific target audience as it must be consistent for all customers. However, branded products could help in using a personalized strategy for creating tailored content to reach the desired sections of the target audience.

• Simplifying Purchase Decisions for Consumers

The impact of branded products on your company’s image also focuses on the psychological impact of product branding. Branded products help customers with simpler purchasing decisions.

Customers could easily identify that your product is the best choice for them in a particular product category. For example, branded products in the food and beverages sector that focus on health are more likely to attract customers.

Conclusion 

The benefits of product branding show that you can improve your company’s image by delivering what the customers need. Branded products help customers make easier purchase decisions.

Branded products could improve the company’s image if they work out as desired. On the contrary, the failure of branded products does not affect the company’s reputation due to the distance from the company’s brand.

Product branding can serve as an effective tool for differentiating new products from the competition as well as your own offerings. Learn more about the best practices for implementing product branding right now.