Products that have brand value are highly differentiated and cannot be easily replaced with a substitute. They use proprietary standards, and though they may be made in high volumes, they produce profit margins much higher than a commodity. Brands with value form an emotional contact with customers – often referred to as “the experience”. Your brand projects the characteristics of your company that encourage loyalty, demand premiums and increase your customer’s enjoyment. Brands are the opposite of commodities.

Most companies make significant efforts to create brands around their companies, using marketing and advertising for example, that communicate their differences to their customers but fewer focus efforts on carrying those messages down into the products themselves.

Consumers don’t buy “products”, they buy attributes, ideas and experiences. For example, customers don’t buy telephones, they buy the ability to talk to someone at a distance and to have a cool looking device in their home or office. Products are experiences with legs.

Advanta helps companies transform their company brands into the language of products. For our clients who need to completely rework their brand essence statements, overall brand personality and integration into sales networks, we have additional resources that work with us to accomplish these tasks.

on to Tips on Creating Product Brand