What Comes First: Product Development or Branding?

For future entrepreneurs who are still just on the brink of taking the ultimate gamble, the question of where to begin can already be a great setback. Should you meticulously develop the perfect product before building your brand, or should branding be at the forefront from the outset?

These two will are great factors to building a solid business, and while the answer might seem intuitive at first, a closer look will tell you that branding often lays the foundation for successful product development.

We’ve seen it countless times before – companies that have such good branding, then utterly disappoint us with their products. It’s normally branding that entices us to buy products without even knowing if they’re worth it in the first place.

Branding

While a great product is crucial, a strong brand provides the framework upon which it thrives.

A well-defined brand starts with understanding your ideal customer. By outlining your brand values, mission, and target market, which is what you will need to do first when starting a business, you gain clarity on the problems you want to solve and the needs you want to fulfill. This clarity then guides the development of products that resonate with your intended audience.

Moreover, a strong brand identity informs every aspect of product development. From the product’s name and packaging to its functionality and features, your brand dictates the overall experience you want to create for your customers.

A well-established brand can generate excitement for future products even before they are launched. By effectively communicating your brand story and values, you can cultivate a loyal following eager to see what you offer next. Imagine a brand known for its playful and whimsical aesthetic. This established brand identity can generate anticipation for future product releases, even without revealing the specifics.

Product Development

Once your brand foundation is established, product development becomes a process of bringing your vision to life:

The product itself should be a seamless extension of your brand. Its features, functionality, and design should embody the values and promises you’ve established through your branding efforts. A brand focused on affordability and accessibility will translate those values into a product with a competitive price point and user-friendly design.

While branding helps define your target audience, the product development phase allows you to gather feedback and validate your initial assumptions. This feedback loop helps refine your product and ensure it truly meets the needs of your customers. Releasing a minimum viable product (MVP) based on your brand identity allows you to gather real-world data and iterate on your product based on user feedback.

The debate between product development and branding is about recognizing how the relationship works between the two. A strong brand provides the guiding principles for developing products that resonate with your target audience, while successful product development reinforces and strengthens your brand identity. (GFB)