If your brand lacks differentiation, reliability, or memorability, it becomes challenging to establish a strong identity and communication strategy. The solution lies in branding features, elements, or services in ways that deliver tangible benefits to consumers.
By branding a unique feature of your brand, you can enhance its understanding, acceptance, trustworthiness, and memorability. When launching a new product, you can emphasize one or more features that set your brand apart and build your communication plan accordingly, as seen with Oral-B.
Oral-B successfully branded two key features with its Advantage Plaque Remover Toothbrush, highlighting the Power Tip bristles for cleaning around teeth and gums, the Action Cup shape for plaque removal, and the Indicator Bristles that fade as the brush wears out. This approach significantly increased its market share.
Branding Components or Ingredients
Another approach is to brand a specific element or ingredient or make a known brand component more visible in the marketplace. For example, Nestlé leveraged its established reputation for chocolate to differentiate its Lite Ice Cream Bar, making the product more appealing and easier for consumers to accept. Branding an ingredient can also create cost efficiencies for both the main brand and the component brand.
Branding Services: The Hyatt Example
A great example of branding services comes from Hyatt, which tailored offerings for business travelers:
- Hyatt Business Plan: In-room workspace, telephone, fax machine, and access to printers, copiers, and office supplies on the same floor.
- Hyatt Gold Passport: A points-based loyalty program allowing guests to earn travel rewards.
- Touch and Go: Automated check-in via an 800-number service.
- Regency Club: Access to an exclusive floor with personalized services.
- Meeting Connection: A team dedicated to assisting with meeting planning.
Strategic Service Branding
By aligning your service branding strategy with the expectations and needs of specific consumer groups, you can strengthen your brand’s presence in the service sector. This targeted approach allows you to resonate more deeply with your audience, enhancing loyalty and market success.