The World’s Most Overlooked Element of Product Design

Posted by LaFrance on Nov 12, 2020 9:59:00 AM

Imagine you’ve just designed a truly innovative and cutting-edge product. You’ve worked with project managers and engineers to ensure the materials used are durable and the electronics run smoothly. You’ve even come in under budget so of course you’ve obtained the necessary approval from the sourcing department to move into mass production. The executive team is thrilled you were able to meet their shortened deadline. You’re sitting pretty, ready to relax for just a bit before the next big project comes across your desk...and that’s when you realize you forgot a critical component, maybe even the MOST critical component. Your company’s brand name doesn’t even remotely match the innovative and cutting-edge messaging and design features that the rest of your product boasts. Talk about a major pickle. Now what? 

You’re probably thinking, “There’s no way a product design could go through all those departments and be ready for mass production and no one noticed the branding didn’t match the message.” Unfortunately, we’re here to tell you it happens more often than you think. However, there is hope --- all of that can be avoided so you don’t have to go to market with a printed logo on your premium appliance or your name molded into the stems of your sporty sunglasses. At LaFrance, we can help you turn that frown upside down and, more importantly, connect with your consumers and increase brand value. Check out our blog for ways to create memorable branding when short on time and space.  

We love when branding is considered in the early phase of product design so the above scenario can be avoided. The good news is oftentimes that is the case. There are plenty of instances when on-product branding is reviewed at length. It’s often determined that utilizing distinctive branding is worth the investment based on the potential returns it can yield. Now you’re probably thinking, “What kind of returns could I get if I invest in compelling on-product branding?” See below for our list which barely grazes the tip of the iceberg.

1) Enhance Consumer Perceptions and Experiences of Your Brand
This couldn’t be more straightforward. If your product looks good, performs well, and lasts over the expected period of time, then a consumer builds trust and confidence with your brand. That trust morphs into brand loyalty. They might even become brand ambassadors by telling their friends and family how great your company is. Your branding needs to look as good as the rest of your product, otherwise you end up telling a disjointed message to your consumers. A confused consumer is a wasted opportunity. 

2) Positive Product Review Scores
Some industries rely heavily on product reviews to help move units. Automotive is a classic example of this. Impressing product reviewers is just as important as connecting to consumers. Do you know anyone who would buy a car without doing at least some research? It is a big investment, and people inherently do their pre-purchase homework. When car manufacturers pay attention to the smallest of details in their interiors including their branding, it gets noticed, written about, and results in higher review scores. This usually translates into increased sales. 

3) Growth in New Markets
Utilize branding to tell unique stories and truly connect with your target audiences. Simple tweaks can open up a brand new demographic or geographic region for you. Think about companies who move from one market to the next - they appeal to those new consumers with product features and aesthetics. The perfect shade of a calming blue or an eye-catching pop of red on a pair of sunglasses in Brazil might never work in France. The key is knowing what your audience wants and then customizing various elements within your product design to give it to them. Product branding is one way to do that and often results in success in untapped markets.

Regardless of the specific results you’re looking for, it’s clear you need to differentiate your product from competition to achieve those results. Leave a lasting impression on your consumers with superior on-product branding from LaFrance and enjoy all the returns that investment yields. To speak to someone about turning your branding vision into reality, please complete our form. We look forward to working with you!

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Topics: Branding, Brand

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