The age-old debate "chicken or egg first" has sparked lively debates about origins in biology and philosophy forever.

This could perfectly encapsulate the curious question in the business world. "Product or Brand? Which should be developed first?"

Many believe that your product comes first, and the brand develops around it. In fact, global brands like Sony, Colgate, or even Coca-Cola launched into the market with a product before developing their brand identity.

Funnily enough, these brands initially produced a different type of product before making their way to developing their niche identity.

So, the question is: Should you, as a startup founder, build your product before you develop your brand?

In most cases, it is not an easy choice to make, as this can potentially build or break your business. However, from a global marketing standpoint, the answer may surprise you.

Developing Your Brand before Your Product

So, what is a brand?

Visually speaking, a brand is what defines you. It could be a catchy logo, a slogan, or certain unique colours.

You see a swoosh, you immediately associate it with Nike. The logo is worth over $26 million, as Forbes estimates.

The famous red of Coca-Cola has now been so influential that it has even rebranded the modern-day Santa Claus.

You immediately associate the blue and white circular emblem to be the classic German car manufacturer, BMW.

This is the power of branding.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another,” Seth Godin, the American entrepreneur and marketing expert says.

Your brand is what your customers identify your product and services with; something that helps your customers differentiate your product from your competitors.

Your brand could also evoke certain emotions in your customers, as it can represent your company's daily interactions with customers.

Your customers perceive a higher quality in your brand than your competitor's product. Apple, Toyota, and UPS are all the world's leading brands in their respective niche.

Certain other brands like Band-Aid, Xerox, and Q-Tips are all company names of their manufacturers, but have been so deeply entrenched among people that you say "I need a band-aid" and not a "bandage"!

Since consumers value these brands, the companies can charge higher prices for their branded products. This is what determines your brand value.

What is a Product?

A product is a tangible or intangible item or a service that is offered by a company to meet customer requirements. It could include features, benefits, or the overall experience your consumers have when they use it.

The customers make an interaction with your product after they have made a purchase.

The product is also not just about function. It is about providing a solution to a customer's requirement and exceeding expectations. However, a product is something that your competitors can copy or even replace with another one.

Although other brands like Puma or Adidas came out with athletic shoes, Nike still remains undefeated with the original product, and it remains unique to this day.

Products also have life cycles, unlike their brands, which can surpass time. With every BMW car that has been manufactured, there is an expiration time to it, in contrast to its brand and the history it carries as well.

The quality of products is what retains a consumer base, although your brand can lure them into seeking your product out.

Not surprisingly, 82% of consumers are willing to spend more money on a product if they consistently receive outstanding service.

Brand and Product in Harmony

While some companies start with product innovation before branding, some others build a brand before they roll out their product.

It is about what works best for your product.

If you are able to achieve a healthy synergy of both, and your products bring the brand promise to life, while the brand frames the product to the customer, it leaves them with meaningful, unforgettable experiences.

Companies that listen to their customers, receive feedback, and grow on them will lead markets and shape cultures.

You cannot separate the brand from its product, as it is a symbiosis of both.

Are you Building a Brand-Driven Product?

If you are planning on releasing multiple products under your brand, building your brand first would benefit your company and the customer base.

It is important to ensure that the customers experience the same excitement and a positive sentiment every time a new product is in the market.

Be it Apple or Microsoft, it is clear that their brand equity provides a competitive advantage over everyone else on the market, especially with a new product about to make an entrance.

  • Define your brand's values: You need to ensure that you are articulating your brand values clearly. It must align with your company's mission.
  • Ensure consistent communication and messaging across channels: Consistency would brand your company, making your product memorable.
  • Ask for feedback: Engage in customer feedback and look out for pitfalls.
  • Build the emotional connection: Foster a sense of positivity and excitement around your brand, which will resonate through the company's longevity.

Are you Building a Product-Driven Brand?

A unique product will help your brand establish itself through the delivery of its products.

With a product of high value and greater market presence, it will help you stand out and cut your way through similar brands.

Brands like Dyson or Netflix, it is the unique, high-quality products that intrigued the customers and helped the brand grow.

  • Product innovation: Prioritising product innovation should be one of the most important means through which you can offer unique features that align with your goals and customer needs.
  • Develop a clear product story: Explain to your customers why your product exists and what makes it unique.
  • Stay focused on customer experience: By consistently delivering a top-notch customer experience, from purchase to post-use, you reinforce your brand's promise.

That being said, there should be cohesion between your brand and product.

Despite the approach you choose, brand-first or product-first, analyse and understand the market.

Build your brand and product in alignment with each other. Highlight your company values in both your product and your brand.

Edited by Harshajit Sarmah