Several studies have been carried out on branding and marketing to quantify customer relatability. However, new consumer behaviours every season influence how people prefer specific goods. We can attribute it to technological changes, visual appeals, marginal utility, and consumer education. As manufacturers get creative on how to get more customers, it’s important to understand branding as a marketing science and how it influences product relatability, especially in the digital economy.
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Packaging
The first element consumers look at when purchasing a product is its branding. It is a combination of colour, wording, clarity and presentation. Different age groups react differently to product packaging; young consumers like visually appealing brands, while the mature and older generations prefer content and word clarity. Depending on the type of customer you intend to attract, develop a brand, keeping in mind the preference and output your brand represents. Remember that first impressions matter, and how long you can sustain the brand creates precedence. It takes a long time to create, grow and maintain a brand. Therefore, ensuring consistency and clarity tops the list of attributes your brand showcases. Most importantly, the wraps and covers should portray your brand clearly and concisely.
Relatability
Relatability is an extension of branding, although in a more practical sense. Products solve needs, which creates demand. Companies should create a product based on the needs and demands of the market. Since there is competition from different producers for the same customer and needs, the winning brand is the one that resonates well with the consumer’s needs. Therefore, relatability is a business term that converges product and consumer needs to create a cyclic relationship. Marketers use the same concept to create a marketing strategy. It creates an interlude that creates demand for the product. As a marketer, you know you’ve succeeded if customers associate their needs with your brand.
Market Research
Research is a continuous process that runs throughout the product cycle. However, you need a proper footing to avoid creating a product the consumer will not relate to. Market research primarily seeks to know how a product can solve customer needs. You will have solved nearly all your go-to-market strategies if you can answer this question. However, advanced marketing entails creating a relationship with complementary products to generate secondary demand. This relationship is mostly mid to long-term and can create a consistent customer pipeline. Advanced marketing can create expansion or mergers, generating business continuity and growth.
Conclusion
Branding is at the heart of every marketing campaign, and how well you implement it can give your product consistent visibility. Before setting the ball rolling, understand the market needs to help generate organic demand. Think like a customer to get your product off the shelf. Secondly, design packaging that resonates with your target client. The colours, font, material and graphics should be visually appealing to attract potential clients. The product should be relatable, both directly and indirectly, to solve the primary and secondary demand, respectively.
