Brand vs. Product: What’s The Difference?
As someone who's building trying to market what you built, you might come across the term 'brand' so often in regards to your business. The brand may seem like an all consuming concept with no proper definition except for it being 'not a logo'. What the brand actually is is an identifier to differentiate your product from your competitors. In the simplest terms, the 'product' is created by the business (or you) while the 'brand' is actually created by the people who use them! Products can range from being common to rare but brands are unique. No other business can copy your entire brand.
When it comes to features and functions, a brand is a product, and a lot more.
What Do Products Do?
Products provide the ultimate consumer experience to the users through its features. When designing your product, you need to consider its features and functions carefully. You should also review the product once in a while to make sure its environment appropriate. The market and technologies are very dynamic, and a relevant product is more in demand than an irrelevant product. You should define the following features of your product clearly:
Scope - The extent of the product you're planning to cover.
Attributes - The qualities and features of your product.
Uses - Different ways of how your product can be used.
Quality - The value a consumer can gain from using your product.
Functional benefits - The function that is performed by the product.
What Do Brands Do?
A consumer can receive both emotional and functional benefits from a brand. The functional benefits of a product can be duplicated, but the emotional bond between a consumer and the brand is hard to replicate and hard to break. A clearly defined brand must have the following features:
User imagery - Create a certain image of the consumer using your brand. This can create a sense of belonging and gives an easy way for consumers to visualize the benefits they derive.
Brand personality - The personality of your brand will make it more memorable and interesting. It will also make it easier to develop a strong bond between your brand and consumers.
Brand identity & symbols - This can be used to communicate your brand with quick recognition and recall. This will play a strategic role in creating the image of the brand. The brand identity should support the functional and emotional benefits offered by the product.
Consumer relationship - This is the relationship build between your customers and your brand. Consumers can associate your brand as a friend, adviser, mentor, or companion.
Values - Your brand should be associated with one or more defining characteristics or values. Your brand and business should follow these values consistently.
Summary
I might need a handbag, but I want a Gucci handbag. In this scenario, the handbag is the product. I want a bag to carry my close personal belongings. This function can be fulfilled by any handbag on the market. But I choose Gucci because of the emotional and intangible benefits offered by this brand. Gucci is a long standing brand that is famous and looked up by many. Gucci is recognized as a premium brand, and anyone who uses this brand is associated with sophistication and class. Gucci also has a strong customer relationship. I'm willing to pay a price premium for this brand.
So in summary, brands and products both offer benefits and values to the consumers, but the brand offers an emotional connection that cant be replicated.
