Question

Topic: Branding

How To Establish A Brand For An Existing Product

Posted by Anonymous on 10/29/2011 at 12:24 PM ET 250 Points
I have a wholesale glassware business. We sell to retail locations and other wholesalers across the country and in Canada. Currently our products are unbranded; there is no indication of who makes the products that the end-user would be able to identify. So if they come back to a retail location that sells my products, unless the retailer tells them it's mine, they don't have a brand name or way to ask for my products.

I would like to change that by branding my products. This was my approach. We are introducing some new products into our overall line, and plan on using them as the jump off point to introduce our company and get a brand recognition going (through the use of decals with our name and logo on the products and other techniques to make our products standout). Then slowly over time, we will start branding our existing products as well so the end user will know that they have been buying our products all along.

Is this a good strategy?

Thanks
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RESPONSES

  • Posted by Gail@PUBLISIDE on 10/29/2011 at 12:32 PM Accepted
    It is a great place to start. In fact, I'd go further and when you label the new items - do the same with the older items so you don't lose anymore potential business by people not knowing where to find your products.

    Don't just label your items-- on the bottom :) but the packaging as well. Maybe provide inserts for retailers to include with purchases so people can become familiar with your brand.

    Have a publicity strategy in motion when you do this to add an extra, necessary bang.
  • Posted on 10/29/2011 at 1:46 PM Member
    A common mistake I see with business owners, especially creative people, is confusing putting their logo on their products (which you should have been doing all along to protect your designs) with branding.

    What make a brand recognizable is its uniqueness. Since you mentioned you are in the glassware business, Dale Chihuly comes to mind--- his name is synonomous with unique design that he commands thousands of dollars for, for each piece.

    You mention distributing through retailers. Depending on who your target customer is, (an essential determination to make before any branding effort) will give you an idea of what distribution channel(s) you want to use. Do you want to sell through exclusive specialty stores, dealers/designers, online? Do you want to sell direct? Or do you want to go the mass merchandise route, i.e. Walmart, Target, etc?

    In-store displays are always a quick way to give your line recognition as well. Doesn''t have to be a huge structure, some simple signage or custom shelving to set the line apart.

    Assuming you have a particular customer in mind, your first homework assignment is to get your name on your product line. And depending on your who your customer is, print-and-stick decals won''t fly. Incorporate your logo into your design somehow.

    If you have some photos or a web site, please share with us.
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