The Complete Guide To FMCG Branding For Retail Performance

The FMCG industry has a highly saturated market and cutting through the noise can be challenging for brands, whether new or established. Understanding the making of a branding strategy can be fruitful if you are thinking of entering the market or want to establish an old legacy or want to strengthen the current positioning. Either way, if you want to build a repeat customer base, branding in your performance based marketing strategy is non-negotiable.

What branding is not!

Branding is not logo, identity design, colour scheme or typography as opposed to the popular belief. These are merely visual elements that at most play a supporting role in branding. They might serve symbols of your brand, but they do not tell a story. Branding in the FMCG industry requires more than graphics. In fact, branding is not even the product offering. Do not get us wrong, the product is decisive in ensuring success of your business, but it is an entity that needs to be branded.

Let’s have a look at what branding actually means in FMCG industry

Defining your brand

Each person who comes across your product will develop a perception through intuitive thinking, based on their experience. The sum of the shared experiences, resulting from interactions creates a brand. In this way, a brand will not be the promises you make, but the feelings that are created after all the efforts.

In FMCG, this becomes complex as you must be able to create an instant emotional connection that fosters recognition and trust, especially if you want to drive retail performance in India. For FMCG brands, they must combine elements of design, messaging and culture with their product to create a reputation and become a part of the customer’s subconscious.

Breaking the Brand Gap

For consumers, a brand is not just about what they hear but what they feel and ensuring that emotional connection requires consistent and consolidated PR and performance based marketing. While you might not be entirely owned by the company itself, and the role of consumers in defining it can be profound, marketing and PR strategies are effective tools in influencing the created value of the product and without communication in place, your brand will not be able to have an exclusive identity.

Created by a veteran marketer, the StoryBrand framework, is an excellent beginning point. It has seven steps which revolve around making the consumer the hero of the brand story while the product comes to be positioned as an empathetic solution to the hero’s problems. It also entails explaining the positive outcomes of using the products and informing about what happens when the product is not in their life.

The framework is simple, but the biggest problem is that brands often think of strategy and creativity as opposing forces and hesitate to go bold and candid. However, the present world demands honesty and creative efforts in FMCG branding to cultivate a culture through branding.

In a Nutshell

If you can create a positive gut feeling through your branding efforts with consistency, you can create a successful brand that sells. This mandates a thorough research of the audience and clearly defined messaging. If you feel you are ready to take the step, contact The Yellow Coin Communication for the best social media services in Delhi, and together we can help you achieve your dreams.

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