Kool-Aid. Jell-O. Crayola. Ivory. Coca-Cola. Hershey’s Kisses. Moto Razr. Mr. Clean.

For sure, you know the product that these words stand for. Why? Because all these industry giants have been able to create successful product brands. All entrepreneurs and start-up business owners dream of creating a super-brand, and a product that is recognizable the world over. And yes, it can be done with some quick tips, the right strategy and a healthy dose of creativity and business sense.

Product branding is not easy. Companies want their customers to remember who they are, what their company stands for and the products that they offer. This can be done with effective and strategic product branding. The ultimate aim of product branding does not stop with product recognition. You want people to buy your product and choose it over your competitors’. You can do this with a good product brand, coupled with effective distribution and of course, in the end a great product.

What is a good product brand? Here are some of the characteristics that the world’s greatest brands have in common

easy to remember

easy to pronounce

easy to recognize

unique

attractive        

translatable to other language (in case you plan to bring your product worldwide)

protected or protectable under trademark law

distinguishable from competition

suggestive of a product benefit (ex. Lunchables, which means “lunch + ability”)

a stand out

What does it take to brand a product?

Branding a product means familiarizing people with your product purely through the means of a word, a name, a logo, an identifying mark or a term. Of course, a brand has to be unique. It is the ultimate way to make your product recognizable in an instant, and distinguish yourself from your competitors.

Creating brand and name recognition is not an easy feat. To achieve the level of brand success of the industry’s giants does not come cheap. Coining a word to match your product and spreading it around is not enough to already successfully create a brand. There is such a thing as brand rejection. People might not like your name, they might not be able to relate with the message you convey, or they do not recognize your brand at all. In branding, image is everything. Your product branding strategy has to appeal to your target market and potential customers. Brand acceptance can only be attained through diligence in marketing and promotion coupled with available and reliable products. The value of your product must satisfy the hype that went into persuading the public to give it a try.

 However, businesses on a smaller scale can create a strong local brand presence. Aim for a product name that is uniquely positioned and easily distinguishable from the competition. Make sure that your brand appeals to your target audience and suggests product benefit. Ultimately, it is important to remember that along with a much-hyped brand should be a great and dependable product. A good brand only makes your product easier to recall and remember, but it is the over-all quality that keeps your product flying off the shelves.

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