In today’s consumer-driven economy, it sometimes feels like a constant battle to be recognized. The market is saturated with products for everything and everyone under the sun. But if you’re someone who is determined to succeed and build your brand, then there are a few things to keep in mind.
Before even considering the logistics of shipping and storage, craft something that will sell. Read on for some valuable tips and tricks that will help your products stand out.
1. Target Audience
Everything on our list ties back to this single concept in some way or another. Researching your audience is the most important thing you can do as a profitable business. For example, perhaps your product will appeal to young single mothers, or maybe you’re selling high-performance industrial workwear. Often, startups make the mistake of trying to cater to people of all ages from all walks of life. On the flip side, some new businesses don’t know who their audience is and wind up marketing to a hazy void. If you know your target demographic, you can refine your brand to capture their attention and their wallets.
2. Style
Style encompasses the overall visuals surrounding a product. General concepts such as wild and carefree, elusive and luxurious, simple and conscientious, or fun and youthful are good starting points. Consumers have subconscious expectations when it comes to the style associated with different products. For example, you wouldn’t expect a high-end wristwatch to be marketed in the same way as a sugary cereal. Once you’ve acquired a team of marketers and designers, make a game plan for navigating and managing these expectations. Try pushing the boundaries of what’s possible without alienating potential customers.
3. Color
The theory behind color and how it affects people is mind-blowing. The essence of emotion can be distilled, packaged, and delivered straight to the eyes of consumers everywhere. If you want to make your brand and its products stand out from the competitors, begin with color. This should be the foundation from which the rest of your brand emerges. Do you choose a bold, brash color palette that oozes fun and style? Or perhaps you select something more subtle and refined to convey a sense of elegance? There are an infinite number of colors and shades to consider. Mix and match to create something that grabs your target audience.
4. Imagery
The packaging doesn’t typically have room for lots of tiny print, and customers aren’t going to read an endless string of text. But as the saying goes, a picture is worth a thousand words. There are limitless possibilities when it comes to imagery. Consider first what will leap off the shelves as shoppers are passing by. If children are your target audience, a cartoon mascot would command attention. If your product is obscured by packaging, a single quality image will do more to draw the eye than any lengthy description, no matter how well written.
Product imagery can—and should—go beyond just the packaging. Consider how you can weave more visual appeal into your marketing efforts by creating engaging displays and other signage. These displays should all stay within your branding guidelines but you can alter them for the space that they’ll be in. If your product is selling in a big box store, consider something like shelf signage to draw eyes when people are walking through the aisles. On the other hand, if you’ve landed shelf space in an independent store, a unique display with more personality like a custom neon sign could be the perfect thing to bring attention to your brand.
5. Purpose
The vast majority of a product’s value comes from its usability. Customers need to know what the purpose of a product is and how it will benefit them. This is especially important when it comes to branding. If a shopper walks past your product and can’t tell what it is or how it’s used, then they’ll purchase something else. When it comes to purpose, incorporate imagery. Perhaps you could include a picture of your product in use or an instructional diagram for first-time users. Consumers look for clarity and simplicity, and catering to these needs will help your brand stand out.
6. Legibility
While colors, patterns, and fonts can be eye-catching, they can quickly become a disaster if overdone. The customers still need to know what your product is and what it does. Marketing is as much about restraint as it is about expression. Don’t use wild colors and crazy fonts just for the fun of it. Be deliberate in how you choose to advertise yourself, and prioritize creating a visual identity that will hold your audience’s attention while remaining true to your brand’s values.
Thinking Outside the Box
Although stores are filled to the brim with products vying for attention and control, there’s still room for you to leave your mark on the industry. Remember, successful marketing doesn’t always come in the form of a big billboard. With a little research, imagination, and creativity, you’ll find the perfect way to differentiate your brand and leave a lasting impression.
