Branding, Marketing Strategy

Why Your Product Line Needs a Logo

What is a product line logo?

A product line logo is the wordmark and graphic associated with a family of products. It’s used to show the relationship of the product line, either by manufacturer or category, or sometimes both.


Why do I need one?

Well, of course, it depends on whether or not you plan to grow. But assuming you want to grow your business and your product line, product family logos are a key element to effective packaging design.

Awhile ago I met a company that designed toys. They were starting a new line of kids clothing and had some rough mock-ups of packages for three of the products in this line. Each featured a product name, unique colour scheme and different image, but they hadn’t included a logo (neither from their existing toy line or a new logo developed for their clothing line). What’s wrong with that you might ask?

Let’s look at a scenario that involves food, something we can all relate to. Imagine a new chocolate bar is released in grocery stores. Would you buy that chocolate bar or even notice it? Likely not. It’d be lost amongst the hundreds of other bars. But, what if it had Cadbury’s or Hershey’s logo on it? Well, depending on your loyalty, my guess is that you’d not only notice it, but you’d seriously consider trying it and you’d be willing to pay the going rate of the average Cadbury or Hershey bar. This substantially different set of occurrences happens as a result of one thing - a product line logo.

You can maximize the profitability of all your future products and brand by establishing a solid product line brand, right from the start.

- studiothink

The benefits of a product line logo.

Easier to launch a new product

Assuming you want to add to your product line, having a family brand that ties all of your products together will result in built-in loyalty with each product that you introduce. Customers will connect the inherent qualities of your brand and automatically apply them to the new product. For example, if all of your products are premium quality, handmade from local ingredients, your customers will automatically apply those qualities to your newest product, increasing the chances of those same customers now buying your newest product. Their loyalty to your brand will result in a faster increase in sales than launching the new product with no brand or with a different, inconsistent brand.

Willing to pay more

Customers are willing to pay a higher price for products that are part of a brand family. Imagine you’re in the soup aisle at the grocery store looking at canned soups. Do you expect, and are you willing to pay more, for the can of Campbell’s Tomato Soup compared to the no name tomato soup? You are...because the brand carries a level of consistency and confidence that you’ve grown to trust. And if Campbell’s launches a new soup flavor, you’re not only more likely to try it, you’re also likely to pay the higher price consistent across their whole product line.

Lower marketing and advertising costs

Consistent branding across a line of products that carry consistent qualities and values will save you marketing and advertising dollars. An ad, for example, of one product featuring the family brand, will not only build awareness for that product, but also for all of the products within that line. Awareness, sales and loyalty will be gained across the entire line. And when a new product is introduced that carries that established brand logo, it will take less marketing and advertising budget to hit desired sales volumes.

Increased brand equity

More shelf space dedicated to your brand, loyal brand followers, and increased consumer exposure of your brand in marketing results in increased brand equity (or value). Until a brand is known and is able to pull loyal followers with it, it has limited value. However once it gains a loyal following its equity skyrockets. Consider a brand such as Coke, originally sold in one pharmacy in Atlanta, whose brand equity now equates to more than all of the company’s physical assets combined (including land, buildings, equipment and cash).

The big brands started just like you, with one product. And just like them, you can maximize the profitability of all your future products and brand by establishing solid product line brand, right from the start.