Branding Lessons from Iconic Product Launches

Great branding is more than just a nice idea—it’s the result of a strategic and deliberate process. It requires creativity, a deep understanding of your customers, and consistent effort over time. Fortunately, we don’t have to look far for inspiration. Some of the most iconic product launches in history have demonstrated powerful branding strategies, offering valuable lessons that businesses of any size can adapt and apply.

In this article, we’ll take a look at some crucial branding lessons, and how a few of the world’s most recognisable brands have gotten it right during their high-profile product launches.

Start with a clear vision

When branding anything, you need to have a strong understanding of what you’re selling and who you’re selling it to. More importantly, the vision must include what your products or services can do for customers. When Apple launched the first iPhone in 2007, they didn’t just show us a phone. They showed us how one small item was going to change people’s lives. The launch showed a clear vision for the future of mobile technology, and it connected with the audience.

You don’t have to be releasing world-changing technology to take something from this, though. If your branding starts with a clear vision that you want to convey to the world, you’re already halfway there.

Build hype with exclusivity

We’ve often touched on the importance of thinking outside the box when it comes to branded, and in particular, branded promotional products. For example, the concept of limited-edition items creates a sense of urgency and instantly makes something seem more valuable. Some companies offer exclusive gifts to certain customers, which adds a level of exclusivity and makes customers feel valued.

One of the best examples of building hype with exclusivity was Tesla’s Cybertruck launch in 2019. Not only is it a unique and interesting vehicle, but it was only available for pre-order, which created a sense of urgency and even a fear of missing out.

Connect with customers

As we mentioned earlier, it’s absolutely crucial to understand your customers. Your branding needs to connect with them, and perhaps no company has done this better than Coca-Cola. While not really a new product launch, as such, the “Share a Coke” campaign went over and above by offering bottles with a wide range of individual names on them. This was highly personal and made an instant connection with buyers.

Now, it’s not practical for all businesses to print a huge range of different product labels. However, you can always ensure that your branding and marketing efforts show an understanding of customer needs. If your target audience has a strong environmental conscience, then using sustainable, eco-friendly promotional items is one way to make a meaningful connection.

Keep your brand relevant

While the golden rule of branding is to keep things consistent, in some cases, flexibility is more important. Think about Netflix, for example. It’s a household name and probably most people on the planet have watched it at least once. But, once upon a time, Netflix was a DVD rental company. When it made the switch to streaming, it told audiences that the brand was modern and adaptable.

You might not need to change your entire business model, but you can show that you’re progressive by updating your merchandise. If you used to hand out USB sticks and mouse pads, upgrading to charging stations and laptop accessories shows your customers you move with the times.

Need help boosting your brand?

If you need to get your brand out there into the world, there’s no better way to do it than with high-quality promotional products and gifts. We also offer an extensive range of branded clothing, tech gadgets and office supplies. Plus, you can even build your own tailored merch packs to suit your specific needs. Check out our range or contact us today!