Many businesses are desperately converting their products and services into brands. They are differentiating and creating unique identification for their products and services. They use packaging, colors, communication and advertising imagery to create a mental picture of their products in the mind of their target audience so as to drive and enjoy recall, preferences and patronage.
Many companies offer exceptional product and services but fail to build their brand around it. The Management teams that operate these companies always believe in the great products and services they offer at good prices as selling strategies. Reality has shown that best product doesn’t always win.
Constant innovation is prerequisite for brand survival. The biggest mistake companies such as Blackberry, Nokia and so on made is not acknowledging that the market is constantly changing. Blackberry thought for a long time that the touch screen phones are mere marketing hoax. The marketing executives also failed to observe the transformation of smart phones from a mere communication gadget to a full entertainment device. Your brand must keep up with the competition in order to maintain relevance in the market.
Branding essentially makes the products stand out amongst competing options. However branding is beyond how you see it. It involves putting your offerings in the spotlight, calling attention to yourself.
The danger in it is, if you are attracting clients by nice packaging and good communication and they found your products disappointing, they will never repeat that purchase. Your branding will help people to recognize your products on the shelf and people will avoid it at this point.
If your products are not excellent or cannot sustain excellence branding becomes dangerous to your business. Branding will begin to work against you at this stage.
Branding is beyond creating a differentiation and an identity for your products, it is about keeping to promises.