DISCOVER THE STRATEGY BEHIND THE BRAND
TAKE OFF WITH 5 Steps To Success
The journey from factory floor to consumers fingers is going to be smoother if you can see where you are going. A clear entry strategy is like a guiding light for any product new to market.
Whatever the category (food, beverage, pharmaceutical or hardware) you’re embarking on a product launch can be harrowing. Improve your chance of a success, check out my product launch case studies.
Preparing a new brand for launch should centre around one thing – the position in the market. The absolute best pathway to magnetic positioning is to identify and utilise the Unique Selling Point (USP). Then convey the advantages and benefits of the product line.
Be sure to develop a realistic timeframe. Without a doubt something will go wrong or take longer than you expect. You will see from the product launch case studies above, it takes time. Done well and in a considered manner your stress levels will be kept low and expectations met. Think of launching a product as the ‘long game’.
As well as reading the case studies it may help you to check out my 5 Steps to Success.
Step 1: Find The Gap
Step 2: Become A Detective
In this early phase it will help to think of yourself as a detective. Discovering the positives and negatives of your product idea can be heartbreaking or enlightening. During this process, maintain an open mind and don’t be swayed by the people with the loudest voice. Most of all listen.
• reason for purchase interest
• usage perceptions
• stores they might expect to see product in
• what is the preferred ‘companion’ product
• and remember to test the price point too.
Step 3: The Branding Foundation
A key factor in building your brand will be it’s ethical stance and values. Clearly defining what your brand stands for and why will define many aspects of your product launch. This foundation will also consist of the name, design, packaging, website and photos, a brilliant base for marketing your product is vital.
Consumers are looking for clarity and want it delivered in a clear, attractive way. Communicate in a way that makes the consumer feel like your product is solving a piece of the puzzle of their lives.
Identify pain points for your target audience. Then ensure all the items in the brand foundation address this. Simplicity, elegance and a sense of inner peace are key to high volume sales.
During the process of creating your branding items include some time for marketing research. Repeating Step 2 – Research, is vital to many aspects of the product launch journey, including the way it looks.
There’s no doubt that marketing your product will be the fun part. However, be careful not to get too carried away with YOUR own personal preferences. Focus on what the consumer will be influenced by. Talk to your customers about the following:
Step 4: Connect To People
Step 5: Illuminate The Pathway
A flexible approach to launching a product is the only way to succeed. Shining a light on the successes and failures of your product launch with a case study will benefit your brand immeasureably. Revising and refining the product progression will allow you to be confident about the future for your business.
Evolve Brand Design connects people to brands through design solutions based on USP driven concepts. If you are interested in discussing how you can improve your chances of a successful product launch, give me a call or email. I’d be happy to answer questions about launching your product.