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Product Branding: Small Tips that Bring Huge Success

product branding

Product Branding: Small Tips that Bring Huge Success

What makes a good product? Quality, design, usefulness, and the proper market are all contributing factors. But there’s one more thing that relates to products of any size and scale – product branding. It’s the best strategy to attract the right people and encourage them to come back.

But do it wrong, and you’ll confuse even the people who came specifically for your products

Let us help you do it right with this brief yet very informative guide.

What Is Product Branding and How Is It Different from Corporate Branding?

Product branding is a combination of actions that brand a specific product. Basically, you analyze the item, look for unique specifications, and market them, creating a separate identity for the product. 

The combination can be very extensive, with months of research and tons of effort invested. Or it can be a lucky combination of package color, catchy name, and motto.

Don’t confuse it with corporate branding, though. Branding products or services means separating them from the whole picture, and evolving and adjusting them to the market.

For example, when you want to brand logistics and/or your supply chain, you’ll be emphasizing the promises made and kept, and encouraging customer and partner loyalty. This means delivering quickly and always on time, fast responses, etc.

Remember how quickly Nike’s shoes get to the shelves of most stores? That’s because of the company’s supply chain that delivers a great customer experience and supports the corporate brand associated with the speed, strength, and ease of the ‘Just Do It’ motto.

To achieve such results, your supply chain and marketing teams have to stay in touch and create a message that will sell a particular aspect of the business. A change in logistics branding can also garner more loyalty even from current unsatisfied customers.

Intel’s ‘Just Say Yes’ campaign has helped it pacify frustrated clients dissatisfied with the quality and speed of the company’s services. The campaign introduced a new standard of customer care and the company improved the speed of request processing.

A supply chain is crucial in product branding because it establishes trust and customer loyalty. And this doesn’t just mean giving people what they need quickly. It means doing so in a way that will make them want to come back and trust you.

Why Is Branding a Product Worth the Effort and Investment?

Especially if you include supply chain and logistics into the product branding strategy, it’s definitely worth the investment of finances and effort.

We have 4 reasons why:

Your product becomes recognizable.

By hearing a phrase, seeing brand colors, or through another association, people will immediately think about your product. Remember the Nike product branding examples. When we hear ‘Just Do It’, we think of Nike and its straightforward strategies like delivering at light speed.

You distinguish the product from competitors.

Once your product becomes recognizable it will stand out, like the brand H&M, which is marketed as a representative of affordable fashion but without the burden of cheap, exploitative labor. Their supply chain transparency definitely stands out.

You establish an emotional connection with customers.

Promoting the speedy and ethical qualities of your supply chain will cause emotional responses from potential and current customers.

It separates the parent company from product failures.

Having a certain product branded farther from the company’s design allows for experiments. Ideally, even a failed one won’t really taint your reputation because the association won’t be too strong.

Now, to the top recommendations on branding a product!

Tips to Focus on While Developing Product Branding 

So, we’ve established the importance of product branding. We’ve found out that a ‘product’ isn’t just an item but can also be a service, such as logistics or supply chain. Finally, we know that not every branding is successful.

But how to make it work well for your company?

We have compiled some of the most effective recommendations for your product and service branding:

Deep research of the audience.

One of the most important things is finding out who your target is, what they want, how they will use the product, and what their values are. By knowing key characteristics of the target audience and their needs, you can start building a strategy to meet their needs and brand your products accordingly.

Why is this important? 89% of shoppers tend to trust brands that share their values.

If we’re talking about branding services like supply chain and logistics, you’ll also need to learn about the location and demographics of the audience. User behavior will let you know where and how they look for the services you provide.

Identifying competitors.

There are multiple ways you can identify and analyze competitors. First of all, remember that every business that wants to stay afloat nowadays works on its online presence. If your competitors are online, you can track them by simply searching for products and services similar to yours.

To find your competitors online, you can search for targeted keywords and see who is on top of Google. Alternatively, you can use an SEO platform like SE Ranking for a competitor search. There, you can enter your website to see who your main organic and paid competitors are and how well they perform. This will help you see what approaches they use and, possibly, what they are missing in their strategies.

Also, pay attention to the advertising aspect. How are their press reports built? What do customers say about their companies and products? Also, don’t pass over business directories, informational websites, questionnaires, etc.

The key to this step is further analysis using the data you get about your competitors. Find out what kinds of products your competitors release, who they target and what marketing channels they use, what their brand values are, how they distribute, etc.
To summarize the data, you can use the SWOT strategy. It’s easy and to the point.

Include product personality and its brand identity.

You have to know exactly where you and the product or service in question stand. What’s your goal? What gaps do you want to fill with the product? What do you have for customers that others don’t?

First of all, people see the picture, and 5-7 impressions can make people remember and even build trust in your product and brand. So be prepared with a great, stylish logo, high quality packaging, taglines, and the name of the product. If we’re talking about supply chain and logistics, it’s the clothes your drivers wear and the condition of their vehicles.

As you finish preparing the picture, it’s time to get deeper. Tell the history of your product or service, dive into its values, the glorious mission, uniqueness, etc. By going gradually, you’ll create a funnel that people will exit already wanting that product or service.

Embrace consistency.

Even if you do all of the above, if you’re not consistent, people won’t trust the brand. One mistake is fine, you can do damage control, but you’re going to waste a lot of money and effort if you don’t have the same message spread across platforms. The design of images and the quality of products and services also need to be uniform.

We’ve already answered the question of whether the investment is justified. But let’s add that sticking to your product brand consistently has a huge impact on its success.

That’s why creating a system and following it is so important.

Don’t forget about your staff.

Your staff has a large influence on how your company and products are perceived. We already talked about driver clothing and vehicles, but what about their tone and values?

Your teams should share the values of the brand and highlight this the best way they can. The job of the company is to remind the staff of the mission, the usefulness of the product, and the goal of the company. It’s essential to keep everyone motivated to not only do their job well but take those values and communicate with them.

The best-case scenario is having a team that shares your corporate philosophy and supports the importance of the product you’re trying to brand.

An excellent example is how your people deliver the product, what they say, what tone they have, and how it correlates with the image of your company.


Product branding is a powerful tool that can bring your business to a new level. It allows you to experiment without risking the company’s reputation. It provides an opportunity to give personality to each of your products and gain a target audience for them that is separate from that of your business.

It helps enhance what you create and give it life. But you have to do it right. Include every element of design and history into one system, be consistent with your message, and, of course, create high-quality products and services so that people who are drawn to the brand actually have something to love.

translation customers

Is Your Business’ Global Message Lost In Translation?

American businesses with plans to take their products global know they will need to overcome language barriers, but that little chore could prove to be a greater challenge than they realize.

The potential for missteps abounds as companies attempt to translate websites, apps, user manuals, print advertisements, marketing emails, and other materials for a customer base that’s not their usual audience.

“It’s critical that companies be aware of not just how their products will be perceived, purchased, and used in other countries, but also that selling internationally requires tweaking business processes,” says Ian A. Henderson, author of Global Content Quest: In Search of Better Translations and co-founder with his wife, Francoise, of Rubric (, a global language-service provider.

“Many products designed for and by Americans are in high demand in other countries, but that doesn’t mean the user experience will be exactly the same.”

Some translation complications that businesses encounter could easily be avoided, Rubric’s founders say. A few of those problematic situations include:

Creating poor user journeys. The Hendersons say they sometimes encounter clients who have a general idea of what the content should be in English, but have not thought about what it should be in other languages, or how to adjust it for different cultures. “Because of this,” Ian Henderson says, “people often end up translating for the sake of translating from some vague idea of necessity, rather than to intentionally grow the international market for their product in a strategic way. This leads to a poor user journey.” If you don’t put time and thought into what you are translating and why, he says, you may end up with inconsistency in content.

Using misapplied tools. Companies often look for software that will solve all their problems, and in many cases a multi-language feature is sold as part of a content-management system, or a product-information management system. “Unfortunately, it is often not very effective,” Francoise Henderson says. “Translation is more of an art than a science, and it is rarely as simple as plugging words into a program.” She recommends running a pilot program to test out new software before committing to buying it.

Adding translation to someone’s other responsibilities. Companies often make the mistake of assigning translation duties to someone already on staff simply because they speak the languages in question. “On the surface, that seems to make sense because the person knows your product and is already on your payroll,” Ian Henderson says. But the employee won’t make translation a priority because of competing responsibilities. When the employee does prioritize the translation, the rest of their work suffers. Also, just because they speak the language doesn’t mean they are competent writers who can successfully convey a message from one language to another.

Being stuck in silos. If departments within a company fail to communicate, information might be unintentionally translated multiple times, costing the company thousands in extra translation costs, Ian Henderson says. Other times, different departments will use different vendors to translate. So when put through translation, a product’s packaging claim might not correspond to the material that marketing or legal is sending out. One solution, the Hendersons say, is to have a central communications hub through which everything flows.

“One thing we’ve learned is translation is more than just a language problem,” Francoise Henderson says. “People and the products they buy vary from country to country. As a result, marketing can’t be too uniform because it won’t speak to all the audiences. But if it’s too individualized, you can lose your brand identity. The trick is creating a balance that both preserves the global brand and serves the local needs.”


About Ian A. Henderson

Ian A. Henderson (, author of Global Content Quest: In Search of Better Translations, is chief technology officer and co-founder of Rubric, a global language service provider. During the last 25 years, Henderson has partnered with Rubric customers to deliver relevant global content to their end users, enabling them to reap the rewards of globalization, benefit from agile workflows, and guarantee the integrity of their content. Prior to founding Rubric, Henderson worked as a software engineer for Siemens in Germany.

About Francoise Henderson

Francoise Henderson is chief executive officer and co-founder of Rubric, overseeing worldwide operations and Global Content strategy. Under her guidance, Rubric has generated agile KPI-driven globalization workflows for its clients, reducing time to market across multiple groups and increasing quality and ROI. Francoise has over 25 years’ experience in corporate management and translation.