In the world of consumer goods, there's a silent dance that happens between branding and product experience. Branding and marketing work tirelessly to get your product into a customer’s hands. But it’s the product itself—the taste, feel, and function—that determines whether that customer comes back for more.
Humans are wired to respond to visual cues. In the retail environment, products have only a few seconds to stand out, and branding is the language they speak to catch eyes. Effective branding tells a story, sparking a connection that convinces a shopper to buy. It's what we call "visual hook."
Your branding is the gateway, and it’s your product's first impression. It’s in the way it looks on the shelf, the feeling it evokes through colour, typography, and texture. This is why bold packaging and clear, eye-catching design are crucial. Your product has to look the part if it’s going to get picked up.
Think of it this way: branding is the invitation, the promise of a specific experience or feeling. For a first-time buyer, the promise of what the product will deliver is enough to make them hand over their money.
Once the packaging does its job, the product itself has to shine. This is where the quality, taste, or function comes into play. A stunning brand can make the first sale, but it’s the product experience—the taste, the texture, the benefit—that brings the customer back. This is the "mouth" that speaks louder than any visual ever could.
Returning customers are the lifeblood of any product business. When customers return, it means they’ve found genuine value. At this stage, the product’s quality reinforces the brand promise. If the product under-delivers, however, no amount of branding will convince the customer to come back. The true test of a brand's success is when the product’s quality brings customers back for repeat purchases.
For brands to thrive, their branding and product must be perfectly aligned. If the branding sets high expectations, the product must meet or exceed those expectations. That’s why savvy brands put as much thought into their product experience as they do into their marketing.
So, the next time you're working on your branding, remember: make it catch the eye for the first sale, and let your product make the second. Branding can open the door, but it’s the product that keeps them coming back.
