Products need to appear to understand them, and fulfil their needs in a new and unique way
FMCG is an interesting category to work in – it is one of those areas in which strategies are crucial in approaching the way in which you position your products. The consumers are the star of the show, and need to be made to feel as such. It is a complicated process of balancing brand, functionality and purpose, and all of this needs to relate back to your consumer in a meaningful and purposeful way. The list of things to consider is ever-growing which is why we are constantly kept on our toes.
When relaunching, redesigning, or bringing a new-to-world brand to the market, there is a checklist of considerations to keep front of mind. You need to remember that brands don’t operate within silos. Your brand is standing on the shelf next to direct as well as indirect competitors. How does you brand look on shelf? Does it stand out? Does it blend into the category? Do you have visual iconography that is unique to your brand? Do the consumers know what you stand for? Is it clear what the function of your product is? How do you differentiate yourself?
These are but a few of the crucial aspects of branding that you need to map out while positioning your product. And something that is becoming increasingly important is the way in which consumers interact with your product. Visual identity and structural packaging play a large role in the user experience of your product. Repurchase is largely dependent on the experience the consumer has of your product. Innovative drives to improve this experience with a consumer-centric value proposition is how many brands are differentiating themselves. Taking these bold steps is what helps brands to stay in the game and solidify their position as formidable competitors in the market.
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