The Complete Guide To FMCG Branding For Retail Performance.

Share Fb Tw In
FMCG Branding

Listen to This Article

audio player

Like every other product category, branding is essential for brands in fast-moving consumer goods. However, there are distinctions in FMCG branding from traditional CPG products. Understanding the specifics of branding for FMCG products will help your brand stand out and have greater memorability than your competition.

With the help of a robust brand strategy that encompasses the right FMCG branding tactics, challenger brands can compete and become FMCG category disruptors.

However, creating a successful strategy for an FMCG brand can be a daunting task. The weightiness of the work is because so many variables come into play when creating a “branded” development and FMCG marketing strategy for a new brand.

In this article, we break down the process of FMCG branding into small, easy-to-follow steps. Our process makes it easy for new FMCG companies to enter competitive markets and thrive in a world of already-established brands.

So without any further ado, let’s get into it and explore the secrets of branding for fast-moving consumer goods.

Get your Hands on the SmashReport!

And enter to win a FREE brand diagnosis worth $20,000.

*The SmashReport is a monthly newsletter for FMCG and CPG brands, helping them stand out in the competitive retail marketplace.

* indicates required

The Fundamentals of FMCG Branding

FMCG branding refers to marketing the brand name and its value throughout every visual and auditorial mention of the brand

A good FMCG branding strategy emotionally engages consumers reaching a place in their psyche that will positively influence consumer decision-making in the moment and during future shopping occurrences.

Strong FMCG branding encourages consumer confidence that they are investing in the right product. It also helps make a company prosperous even in its initial go-to-market launch.

In simple words, FMCG branding is introducing the FMCG company and its product to the target market uniquely and compellingly, which may seem easy, but many factors are involved.

Elements Of The FMCG Branding Strategy

Branding and marketing are both art and science and when combined, they can take a newly established business from scratch to an absolute empire. However, making the right strategy can be challenging and time-consuming.

Brands must consider various key elements when formulating and launching a successful FMCG branding strategy.

Here are some key elements vital in taking new FMCG companies to high levels.

Define Brand Values

The first and most crucial element when devising a successful strategy for FMCG marketing is defining brand values. Since FMCG products are low-priced, sold quickly, and have a short shelf life, brand values play a vital role in differentiating FMCG products from competitors.

Brand values are the core beliefs and principles a brand stands for, which hopefully has also considered the target market’s values. Brand values include various emotionally engaging efforts ranging from sustainability to dependability. When the company and consumer brand values match, the result strengthens brand loyalty once successfully communicated with potential customers.

Brand values help FMCG companies connect with their customers deeply. It also helps make the company and its products stand out from an overcrowded market. It allows the creation of new opportunities and generates more sales and revenue.

Market Research

Whether big or small, FMCG market research is essential to consider as a part of the brand strategy. View it as the backbone of FMCG marketing.

Detailed market research and analysis can help FMCG companies understand their target audience from various angles. It helps learn about consumer behavior in different markets and then adopt a successful strategy according to consumer preference.

Apart from understanding consumer behavior, companies can also learn about their competitors from a closer angle. As a result, they can explore the strategies of their competitors and perform gap analysis in their competitors’ strategies.

It allows them to fill the gaps with new products and services and stay ahead of the competition.

When it comes to conducting successful FMCG market research, multiple channels brands can utilize, which include:

  • Consumer Surveys
  • Focus Groups
  • FMCG Retail Data Analysis
  • Social Media Listening
  • Ethnographic Research

 Brand Differentiation

After performing successful market research and collecting enough data, companies can devise strategies to differentiate themselves from their competitors.

FMCG companies can leverage the gaps in their competitor’s marketing strategies to overcome the competition. For instance, a company may launch a new product to target a specific group of potential customers.

Differentiating a brand goes beyond introducing new products. Other game-changing factors can set a brand apart from its competitors.

Some of the successful brand differentiation strategies include:

Create A Brand Theme

Creating a brand theme is an essential element of FMCG branding strategies. It helps produce a recognizable brand identity and form a psychological bond with the consumers.

Consistency across all touchpoints helps engage the consumers’ emotions, which successful brands do. Colors, fonts, typography, and imagery can be vital when creating a brand theme.

Not only this, but package designs of the products, FMCG advertising campaigns, and digital marketing can also prove helpful in developing a brand theme.

Here are some common and best examples of brand themes:

  • Coca-Cola: Coca-Cola’s brand theme revolves around happiness and joy.
  • Nike: Nike’s brand theme revolves around empowerment and inspiration.
  • Dove: Dove’s brand theme focuses on natural beauty and self-confidence.

Brand Identity

Brand theme and brand identity are interlinked elements of the FMCG branding strategies. It can help establish a solid brand presence in online and offline marketplaces.

Brand identity is not only about adopting a unique brand theme. It involves grabbing consumers’ attention with the product’s quality and trustworthiness.

A solid brand identity helps to establish a unique and recognizable brand image that resonates with consumers. It can be helpful in many ways, which include:

  • Differentiating the product or company from its competitors
  • Helping consumers recognize and recall the products easily
  • Building trust and loyalty
  • Allowing companies to charge premium prices without losing customers

Brand Personality

The brand personality comprises various elements that establish a distinct identity for the brand. In the case of FMCG products, which are often similar, the brand personality sets a company apart from the competition.

Several key elements contribute to developing a unique brand personality, including brand colors, typography, and a unique shape to your FCMG packaging design.

To have a solid brand presence, FMCG companies can also leverage the power of social media, such as Facebook, Tiktok, Instagram, Pinterest, etc., to ensure a solid brand presence.

Companies can also use digital marketing to increase customer engagement and generate more revenue.

An effective strategy for social media marketing can effectively communicate a brand’s personality to its intended audience by considering their demographics, psychographics, and interests.

FMCG Branding Tips

Now that you have learned about the need and importance of FMCG branding, here are tips from our agency. These tips will help you build brand loyalty, recall, and awareness for the target audience.

Understanding the Target Audience

Being crystal clear about your customer persona is a game-changing part of FMCG brand development, especially in fast-moving consumer goods. It is because FMCG products are low-priced and sell quickly.

Due to their fast-moving nature, sometimes people don’t consider brands unless and until they offer something unique and valuable. An important note is that it’s not what is distinctive to the brand but “distinctive to the consumer—a critical difference to remember.

Understanding the needs and requirements of the target audience can help gain the attention of the customers, which can result in better FMCG sales performance.

Developing a Unique Brand Identity

We have already discussed the importance of unique brand identity and how it helps customer acquisition and brand loyalty.

A unique brand identity (such as a minimal logo with carefully chosen colors that stimulate the emotions of an intended customer market) can help bring 70% more results.

A strong brand identity builds long-term customer relationships, which means if a company begins a line extension, it won’t need as much marketing as the first time.

There are hundreds of examples, such as Ben and Jerry’s ice creams, Mcdonald’s, and KFC.

Creating a Strong Brand Voice

A stronger brand voice is another helpful step when it comes to tackling the competitive industry of FMCG.

FMCG companies can use consistent tone and style in all their communications to build a stronger brand voice that resonates with the target audience.

However, the voice must be engaging, authentic, and aligned perfectly with the brand identity.

Invest in Packaging Design

As an old saying goes, the first impression is the last; a good packaging design can help gain more attention, so more people will be willing to try the product.

FMCG companies must invest in unique package designs. For example, consumers are becoming aware of environmental issues.

Therefore, using biodegradable packaging can help engage with such consumers’ emotions. Apart from that, there is also a trend of plant-based packaging.

Prioritize Customer Experience

Providing a seamless and delightful customer experience is paramount to succeed in the competitive FMCG industry. Your customers are at the core of your business, and their experience with your brand can make or break their loyalty.

To ensure a positive experience, invest in customer service and support to help your customers navigate any issues. A friendly and responsive customer service team can make all the difference in building long-term loyalty.

In addition, developing user-friendly websites and mobile apps can enhance your customers’ experience, making it easy and convenient for them to access your products and services. A well-designed website and app that is easy to navigate and quick to load can help differentiate your brand from the competition.

Finally, seeking customer feedback is crucial to continuously improve your products and services. Actively soliciting positive and negative feedback demonstrates to your customers that you value their opinions and are committed to meeting their needs.

Pro Tip: Use this feedback to identify areas for improvement and make necessary changes to serve your customers better.

The Future Of Branding For FMCG Companies

In the highly competitive FMCG market, effective branding is essential for businesses that want to stand out and succeed. A robust brand identity can help distinguish your products, foster customer loyalty, and promote growth.

To stay relevant, businesses operating in the FMCG industry must stay abreast of emerging FMCG trends and consumer preferences.

This necessitates the adoption of new technologies and digital channels, incorporating sustainability and social responsibility into brand messaging, and placing customer experience at the forefront of their priorities.

By understanding the following:

  • Who the target audience is.
  • How to develop a distinct brand identity.
  • Why they should invest in packaging design.
  • The best ways to utilize social media.
  • And how to prioritize the customer experience.

Whether you sell in retail or act exclusively as an FMCG brand selling through ecommerce, you can and should enhance your branding strategy to thrive in the fiercely competitive FMCG market.

Lastly, adopting the change and avoiding sticking in a loop is highly important. For example, machine learning (ML), Artificial Intelligence (AI), and big data are trending. This can be fully embraced and used as a window of opportunity to succeed.

Data-Driven Brand Development For FMCG Companies

Want a best-selling brand? Smashbrand is a brand development agency for CPG and FMC companies selling in retail. From brand strategy to packaging design, our development process puts your best foot forward, helping you define your position in the marketplace with solid branding and impactful messaging.

Book a time to discuss your project with our team.

The Only Agency To Guarantee A Retail Performance Lift.

discuss a project