The Relationship Between Clarity and Product Change
A brand’s Clarity is all about its purpose and to what extent people feel it has a role to play in their lives. Brands can drive their Clarity by changing their product and ensuring the core benefit of the brand furthers its purpose in people’s lives.
Increasing your Clarity through changing or adding additional products can be done for brands in-store and online. This involves making sure that people understand how the brands fits into their lives and on which occasions.
To improve your Clarity score through Changing your Product, consider thinking through the key areas, below.
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Is my brand geared towards a specific occasion? Brands that are occasion-based have a clear role to play in people’s lives. There might be opportunities to add a line to your range focused on specific occasions. Occasion-based products not only help drive sales but also help people understand the bearing a particular brand has on their lives.
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How can I capitalize on seasonal moments? Brands often do this by introducing line extensions aligned to a seasonal calendar. Take confectionery brands, for example. A Halloween or Christmas edition can enhance the role the brand plays in people’s lives during that season.
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Is your brand routine-based? If a brand is solely focused on one type of routine, introducing new products to the portfolio can help fulfill a wider role in people’s lives. Breakfast cereal brands launching cereal bars to be eaten at any point in the day is one example of how brands have increased the scope of their role in people’s lives. By ensuring the “additional” routine doesn’t form part of the existing one, you can mitigate cannibalizing sales of your existing products. Just make sure there is a clear link, so you don’t end up diluting or confusing the role of your brand.
