Read This 6 Step Guide Before Launching Your Brand
25 July 2019. 5 mins read.
Take a stroll down any aisle of a store and you’ll see a variety of brands of each type of product. Essentially, these are all the same type of items at their core with slightly differentiating qualities that make them stand out from the brand next to them. I mean, just look at the bread aisle — an entire aisle of the same product, but each brand has their own legion of loyal consumers. This is the perfect example of how important the brand development process in consumer packaged goods is. If you’re considering creating your own consumer packaged goods brand (or CPG for short), we’ll guide you through the crucial steps that it takes to successfully create and launch a brand of your very own. Here is a quick, six step guide to get you there.
Six Steps for Launching a CPG Brand
4.) Copyright, Trademark or Patent
5.) Marketing Campaign
The very first step in launching your own CPG brand is to come up with an idea for a product.
Maybe you’d like to create your own beverage company, or a toothpaste line. Whatever specific industry you are interested in, make sure you refine your idea down to specifics that will set you apart from the established brands already in the sector. Perhaps your toothpaste line comes in a different type of packaging, or your beverage line specializes in rare flavors. This is the step that will set up the direction of your brand and everything you do thereafter, so make sure to be as specific and clear as possible with your idea. Write down all the details that make your product special or better than what is already out there. What kind of demographic can you imagine using your product? Where would your product be available? These are good questions to ask when developing the kind of brand image you’d like to have. In this stage, you will also come up with a name, or several prospective names, for your brand that fit with the special features and industry of your product. It is useful to have several names that can be used, or different iterations of the same name, just in case one is unavailable. This stage is where you will begin to formulate your brand identity; outline the values important to your brand, the type of feelings you’d like your brand to convey, and what the brand stands for.
After you have your idea outlined and have brainstormed names for your brand, it’s time to research the market. Are there other businesses in the industry that are similar to yours or offer products with the same special features? What makes yours different from theirs? Is there an existing market for the product? How large is the market for the product? Have there been any brands in the market that have done the same thing as yours, but have failed? These are all helpful questions to ask to guide your research on how well your brand can do, and tweaks you should make to your brand identity. You can find the specific demographic that your brand would appeal to. You should also take this time to make sure that your brand name is available for use. If another brand is already using your intended name or slogans that are essential to your brand identity, now would be the stage where you can make adjustments. If there are already brands in the market similar to yours, your research can lead you to make changes to
further differentiate yourself from other existing brands. Research helps to assess the strengths and weaknesses of the brand ideation and identify before investing more into the process. Save yourself the time, money and other resources by conducting due diligence in the research phase of branding.
Once you have done your research based upon your ideas, and have evolved your brand idea into a developing brand identity, it’s now time to begin designing. Take cues from your research and your brand values to influence your design. Does the demographic your brand targets respond well to a certain color palette? What type of fonts are associated with the feelings your brand is aiming to convey? Color and font play a crucial role in the success of your branding, so make sure to experiment with a variety of complementary options. If your unique feature of your product lies in packaging, take the time to make prototypes of your packaging design to test for functionality and how the color palette and fonts will apply to the packaging. Remember, your design is the first component of your brand that consumers will likely be exposed to when interacting with your product, so the logo and branding elements should embody the most important aspects of your brand that you’ve worked hard to develop up until this point.
4. Copyright, Trademark, Patent:
After you have settled on the design elements that best suit your brand, you will want to protect these elements legally. Copyrighting, trademarking, and/or patenting your elements will help your brand have a more seamless launch into the market. All the research you have done should make this part of the process easier, in already knowing that your brand is different from what exists on the market. You will want to submit your logos, your slogans, and your designs to the appropriate legal entities for verification and pay the accompanying fees to legally obtain the sole right to use the branding elements you’ve been working on in the market place.
5. Marketing Campaign:
Once your brand has been legally cleared for use and you are established in your identity, it is now time to conceive a marketing campaign that highlights your brand. If you developed a beverage, maybe you would like to target catering businesses that can use your product. If you developed a toothpaste, maybe your first demographic you’d like to hone in on is denture wearers. Whatever the case may be, choose an aspect of your brand that you’d like to showcase, and outline a marketing campaign that both highlights a brand aspect and informs potential consumers about why your brand is a perfect fit for them. Decide on which channels are best for your brand to pursue — are out of home placements (like billboards) the appropriate place? Or is online a better fit for your brand? Only you will know what suits your brand better when it comes to your marketing efforts. Your marketing campaign may be deployed in several different phases, which is fine as long as you plan out the different phases and the estimated times of deployment
After much hard work and planning, it’s now time to launch your brand! Begin to deploy your
marketing campaign and stand behind the beautifully crafted design, brand attributes, and
research you’ve completed to successfully take your brand to market.