You’ve put all this work into developing a product you just know is going to be a hit.
We’ve got news for you. No matter how amazing your product is, it’s not going to sell itself.
There’s simply way too much competition out there. People don’t discover products by accident, and they definitely don’t buy them by accident.
To get them to take action, you’ll need to give them a reason to buy your product. You’ll need a strong product brand.
Every brand deserves a story. Here’s your guide to crafting yours.
Sections
What makes a brand?
You can draw from several elements to define your brand story. Start by asking yourself questions like:
- What problem does your product solve? A relatable problem, with your product positioned as the solution, is always an easy sell.
- What makes your product unique? Is it the first of its kind? Does it cater to a specific use case or customer?
- What makes your product different, or better, than the competition? Is it cheaper, or is it more premium? Is it more accessible? Sustainable? Does it work better?
- Can your product be more than a product? Can it be an integral part of someone’s lifestyle or identity? People can feel this way about everyday items, from their Warby Parker eyeglasses to their trusty Yeti thermos.
- What does your product stand for? How does it represent your company’s core values? This could be something as practical as solving the problem more efficiently, or as altruistic as donating a portion of the proceeds to a nonprofit organization.
- What makes your product attractive to your specific audience? How does it solve the problem in a way they’ll uniquely appreciate? Does it come in colors they prefer? Does it use marketing language that reflects their own way of speaking? Do your audience research.
Answering these questions will help you shape a brand story for your product.
Once you have your product’s brand story as your guide, you can develop the branding materials that bring it to life. Let’s start with the product name.
Thinking up your product name
Product names, like brand names, can be a challenge. The stakes feel so high! Fortunately, if you keep a few pointers in mind, you can make the process much easier on yourself.
- Tie in your brand’s purpose, if it makes sense, or the product’s core functionality. Sweaty Betty does both, with its Yogi Bare X Paws Extreme Grip Yoga Mat. The phrase “Bare X Paws” suggests sustainability (while also being a clever play on words), while the “Extreme Grip” makes it clear there won’t be any slipping.
- Use emotion to evoke the way you want your product to make your customers feel. For example, Adidas has a line of running shoes called SolarGlide, available in colors like Cloud White and Blue Oxide. The product name evokes the feeling of an effortless, comfortable run — something all runners aspire to — and it’s supported by light, airy color names to really drive the message home.
- Make it easy to remember, easy to say, and easy to spell. It’s going to be a lot harder for word of mouth to spread when your customers can’t remember the name of your product — or worse, if the friend they told about it can’t figure out how to spell it in Google! Make it easy for folks.
- Finally, test it out. The first three tips will get you far, but do a final gut check by testing the product name with friends, family, and people in your target audience to see how they respond.
Designing your product packaging
Finally, you’ll need to design product packaging that matches your brand.
Your packaging should reflect a mix of your brand style guide, the product functionality, and your target audience. Some questions to consider:
- Is the product’s target audience masculine, feminine, or unisex?
- Is it a premium product, or a more affordable item?
- Is your brand playful or professional?
- What are the key features of the product?
We recommend working with a designer and professional photographer to come up with something truly great.
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