Brands are across categories, but products aren’t.
For instance, Armani started with exclusive clothing. Emporio, Exchange, hotels and a Cafe are the products of Armani that followed later. People identify Armani for its Italian styling and that’s what it stands for. It’s the brand connection that helped the promotion of its new products in the market.
Both, Brands and People are associated with emotions.
Brands are associated with emotional values and their promises. People easily connect with the emotional values of a product. The marketers know to sell their products in emotional ways and not by merely stating their purpose. It is the emotional wrapper that drives the customers to purchase your product more willingly than otherwise. For instance, Coca Cola drives the message of spreading happiness, and thus earns a place in your heart.
People buy brands, not products.
Do you know why people in the Middle East do not have affinity for “Lexus” brand. It’s because they know Lexus is a Toyota and this turns them off. This is despite the fact that they’re good cars. When Puma made a tieup with Ferrari, it resulted in great sales. The brand and not the fact they make clothes or watches has helped Puma launch new series of products. That’s quite incredible.
Brands stand for what your customer identifies with.
You need to launch products that are tuned into the same emotional connect that your brand has with your customers. For instance, Audi’s 4×4 heritage has helped it enter the SUV market and compete with established brands like Range Rover.
So what? To ease the path to better success of your new product launches, start with your brand. Establish its values, essence, promise and positioning among your customers. Write down the tasks that your target customers need to get done. Next, launch products that help them get those tasks done, but in style. On a final note, make sure that you launch the only products that fit with your brand’s essence, because you’ll be connecting with your customers at an emotional level, and that’s how humans make purchases.