Thought Leadership

Building the Right Product Brand Language for Growth

Discover how to elevate your business with effective product brand language strategies that drive growth and foster customer loyalty.


Gregor Mittersinker

Oct 26, 2023



Ecosystem Design

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Steps for success - building the right product brand language

Building a strong brand requires dedication, consistency, and a genuine commitment to meeting your customers' needs. It's not just about selling a product, but about creating an experience and a relationship with your audience. In the age of product teams chasing five star reviews and a hyper focused product definition through Amazon analytics, a strong brand can be a real differentiator as you are developing new products. In a world of me-too products, strong product brands can command a strong mind share in consumers' hearts and help grow product portfolios and market share.

Business transformation is anchored in clarity, consistency, and cohesiveness. Adopting a uniform brand language is pivotal to fostering this transformation. When a company looks consistent across all business touchpoints, it communicates the values of professionalism, precision, and reliability. Creating a consistent brand language helps a company strengthen its brand identity, improve brand recognition and increase customer loyalty. This unified brand narrative simplifies the engagement process for customers and clients, painting a clear picture of the brand's core values. By embedding a consistent design language throughout its offerings, a company accelerates its journey towards business transformation, fortifies its market presence, increases brand recognition and fosters customer loyalty. 

Loft has developed a comprehensive toolkit to guide our clients in the process, offering a proven path for success.

1. Research & Strategy

The first step in the design process is to understand the design language needs of relevant markets and industries, in order to identify potential design opportunities. Through research, a brand can gain valuable insights into the preferences and expectations of their target audiences and develop a unique and relevant Brand concept that resonates with the brand's customers.

Isometric rendering of med tech products that share a common visual brand language
Artwork created by Midjourney

2. Product Brand Concept Development

To develop the right Brand, a brand should consider factors such as brand personality, values, messaging, and visual style. The brand should reflect the brand's personality and values, while also communicating a clear and consistent message to the target audience. It should also have a distinct visual style that sets it apart from the competition. Product brand concepts should be a cohesive and comprehensive vision that encompasses all design elements. It should be adaptable to various brand needs and brand expressions. To ensure that the brand resonates with the target audience, it may be helpful to conduct user testing and gather feedback, to inform any necessary adjustments to the concepts. Ultimately, the goal of concept development is to create a brand that is unique, relevant, and resonates with the brand's target audience. Building on this foundation, the team can define the design elements that will be used in the product brand strategy.

3. Design Elements Development

The next step in the Brand development journey is to define design elements including color, texture, typography, imagery, and iconography that align with the brand values and messaging. The primary design elements need to be cohesive and consistent across all touchpoints and coherent with the organization’s message. This means that the brand should be recognizable and consistent across all products and physical brand expressions. By maintaining consistency in design elements, a brand can strengthen its identity, improve brand recognition, and increase customer loyalty.

Photo of a brand book detailing the specifications of the visual brand language for a consumer electronics company
Artwork created by Midjourney

4. Brand Language Documentation

In order to bring the brand language to life, make sure to prepare guidelines and examples that outline how to use the product brand attributes, signature design elements and design principles in practice. Include examples of how these elements can be used in different contexts to create a consistent and cohesive brand identity. Implement standards for using the brand across all brand communications, both internally and externally. This ensures consistency and clarity in the brand usage. Create the building blocks for the brand, so others can leverage the system without being constrained.

5. Brand Socialization

Ensure that your design standards document is easily accessible and understandable for all relevant teams, including marketing, design, manufacturing, and sales. It should be regularly updated and communicated to these teams to ensure that everyone is aligned with the latest Brand standards. Encourage your client design team to be creative by providing them with inspiration and examples of how the brand language can be successfully deployed. This can help to spark new ideas and push your team to create innovative designs that align with the Brand.

6. Brand Maintenance

Brands are living organisms. Regularly review and update the Brand to ensure it remains relevant and consistent with the brand's goals, values and roadmap. In addition this can help to ensure consistency in the brand's messaging across all product touchpoints. This is critical for building trust and loyalty with customers and helps to ensure that the brand stays true to its core values and mission. When the brand's messaging is consistent across all touchpoints, customers are more likely to remember the brand and develop a positive association with it.

Connect with us to learn about Loft’s experience in this area. We can tailor a product development roadmap based on your growth strategy! Leveraging our years of expertise, we can guide your business transformation by reenvisioning product brand strategies to propel your growth trajectory.

About the Author



Gregor Mittersinker


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Austrian-born Gregor is in his element while dissecting most complex business & technology challenges and creating their next level business outcomes.

Prior to starting Loft, Gregor led a Strategy & Design team at Accenture Interactive where he helped launch new multi-billion dollar businesses for global fortune 500 companies. He also led creative teams at Rollerblade, InMusic & Cross.

Outside of business hours he teaches Service Design & UX at RISD, and hosts a weekly think tank with global business & political leaders around the world.

He has worked in the US, Europe & Asia over the past 30 years has earned numerous design awards as well as holds well over 100 patents for product innovations around the globe.

A natural motivator, leader, collaborator, and innovator, the only thing that takes Gregor’s eyes off of design for long is his love for winter sports, kitesurfing and DJing in local clubs.

Many have tried to keep up with Gregor, few have succeeded.

Next level inspiration … Japanese wood craft and joinery, minimalist forms that are functional and proportioned.

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Ecosystem Design