Think of two people destine to be with each other. The perfection, the balance, and the dynamic they provide for each other is unmatched, and they are legitimate soulmates. That is exactly what a product and a brands
relationship is. It’s a match made in marketing heaven.
In the marketing world, products and brands are seen as the exact same, but different sides; like a coin. They each have specific and distinct roles, never overbearing each other, but they work together; side-by-side, seamlessly. This is where the sparks fly. Think of the product as heart. It’s what I like to consider “the hero”. This is because the product is the very reason why most customers show up at all. It’s the reason they use, try, touch, smell, and fall in love with your brand. Without a product format and a solid product to produce, the brand is selling nothing, which creates barriers within the customers trust. I always say you need to know your “why” in a brand… but your product is your “what”. You need a “what” to figure out your “why”.
The brand though is the soul. It builds empathy, emotional connections, intrigues perceptions and tells
the “why” of the product. The brand adds value and a story that can relate and resonate with customers
far beyond what a customer can see, touch, smell, etc. It creates trust, loyalty, and can transform a
regular and simple one-time transaction; to a loyal, long-lasting, and fulfilling relationship.
But for a business to work and succeed; a product and brand must balance each other. At the end of the
day; a brand draws customers in. But a product; keeps the customer there and coming back for more.
Think of Disney. Disney doesn’t just sell products, they sell experiences to “The Happiest Place On Earth”;
once-in-a-lifetime experiences. Which are balanced and intertwined within their products. Creating
movies, toys, lifestyle products, and more.
So as you plan your product… think of its soulmate. Think of it’s “why” to
its “what”