You're torn between branding perspectives for a new product line. How can you choose the right direction?

- 🧐 Understand your product's unique selling proposition (USP) and target audience. - 🔍 Evaluate what your product offers that others don't: innovation, quality, affordability, or a combination. - 🎯 Consider your intended audience's preferences, behaviors, and needs. - 🧭 Use this foundational knowledge to guide your branding direction. - 🌟 Ensure your branding aligns with the core values and benefits your product provides, resonating with your target market.

When torn between branding perspectives for a new product line, start with thorough market research to understand your target audience’s preferences and needs. Evaluate each branding option against your brand’s core values and long-term goals. Gather input from key stakeholders and team members to gain diverse insights. Consider running small-scale tests or focus groups to gauge potential customer reactions. Weigh the potential impact of each perspective on brand perception and business objectives. Make a decision based on data, alignment with brand identity, and potential for market differentiation. Clear, strategic thinking ensures you choose the most effective branding direction.

Clearly articulate what makes your product unique and why customers should choose it over competitors. A good USP covers Pain, Obstacles and Prizes.

I believe that the right branding direction for a new product line involves few strategic factors to be considered like "Analysing the Competitors, Understanding about the Target Audience and their exact requirement, Clearly mention the Uniqueness of your product, develop alternative branding strategies, Focus on the market research & public response to the product, Establishing a long term vision and work on the decision making process, and last but not least- Be Prepared to tackle the market volatility and changing trends, Always have a PLAN-B"

Take the case study of Coca-Cola's iconic red and white for visual identity. The two colours, along with its timeless logo and consistent messaging of happiness and togetherness, have made it one of the most recognizable brands in the world.

All of our strategies are deeply rooted in (1) market analysis (2) trendsetting (3) feasibility that aligns with the business trajectory . If we are torn between multiple brand directions, we refer back to the data to determine what will statistically have the highest potential for success and go with that option.

In my experience, brand voice is developed best when you can "Make it stick". and for that you need Storytelling. Taylor Swift, as a musician, is a master storyteller and has developed a billion-dollar personal brand around it. Nike's "Just Do It" campaign is more than a slogan; it’s a motivational story that connects deeply with athletes and fitness enthusiasts. The brand often features stories of perseverance and triumph, resonating emotionally with its audience.

In my opinion, brand voice comes before the visual identity. I believe it's the most important piece of foundation. Both Marketing/Branding and Senior Leadership must be aligned on what the USP really is; and what they'd like the brand to be remembered as. For example, what feelings do you want your brand to invoke in your target audience? This would determine what kind of colour scheme & font, etc., would be suitable. Once this is finalised and set in stone, the visual identity will follow with ease.

Brand voice is imperative to your product or service. Remember, you are "serving" the customer, and customers want definitive authority on what they are buying. Your voice needs to come across as organized, well-informed, honest, and irreplaceable to the competition. Choose your communication methods wisely, create scripts, provide data and solutions.

Airbnb tests the waters and gets its community to do that for them. This is where you Engage with your customers and incorporate their feedback into your branding strategy. Airbnb involves its community in its branding efforts, using user-generated content to showcase authentic travel experiences, which has helped build trust and authenticity in its brand.

From my experience, understand the customer and their needs. Not the other way. The product or service you are selling can be replaced. Be the source of knowledge with informative content by keeping the brand central. You can lose a customer more easily than attracting one. So, branding needs to be introduced thoughtfully to engage the customer, and stay on point to retain the customer.