Category Design vs Branding: Understanding the Differences and How to Use Them
Category design and branding are two concepts that are often used interchangeably, but they are not the same thing. Category design is the process of creating a new market or redefining an existing one, while branding is the process of creating a unique identity for a product or service within that market.
To understand the difference between category design and branding, it’s important to ask ourselves, “What is a market?” A market is simply a collection of people who have a need or desire for a particular type of product or service. The process of category design involves identifying a new market or redefining an existing one by identifying a specific need or desire that is not being met.
For example, when the iPhone was first introduced, it created a new market for smartphones. The iPhone’s design and user interface were so different from other smartphones on the market that it redefined the category and created a new market for “smartphones”. This is an example of category design.
Branding, on the other hand, is the process of creating a unique identity for a product or service within a market. A brand is the set of perceptions and associations that a consumer holds in their mind about a particular product or service.
For example, Apple’s branding for the iPhone is focused on the idea of innovation and simplicity. The company’s advertising and marketing campaigns convey the message that the iPhone is a cutting-edge device that is easy to use. This branding helps the iPhone stand out in the market and creates a unique identity for the product.
It’s important to note that branding can be an important part of category design. In the case of the iPhone, Apple’s branding helped to establish the new market for smartphones. The company’s advertising and marketing campaigns conveyed the message that the iPhone was a revolutionary device that was different from anything else on the market. This helped to create the perception that there was a new market for smartphones and that the iPhone was the best product in that market.
Summing it up, category design and branding are two important concepts that are often used interchangeably, but they are not the same thing. Category design is the process of creating a new market or redefining an existing one, while branding is the process of creating a unique identity for a product or service within that market. As business owners or marketers, it’s important to understand the difference between these two concepts and how they can be used to create a successful product or service.
In your business, have you ever had a moment where you had to redefine a category or create a new one? Have you ever had to create a unique identity for a product or service within a market? How did you approach that process and what was the outcome?
About the author: Shane Allen is an accomplished entrepreneur and marketer currently serving as the Director of Marketing at PickNik, a company that specializes in developing software for robotics both on Earth and in space. With a Bachelor’s degree in Industrial Design and a background in mechanical engineering and business, Shane brings a unique perspective to his role as a marketer.
He has successfully raised six large rounds of investment for his inventions as a CEO, has multiple patents to his name, and won multiple pitching events worldwide. His expertise in both marketing and product design has helped him to create innovative campaigns that drive growth and results for the teams he’s involved with.
When he’s not working, Shane can either be found exploring the beautiful trails and mountains of Boulder, CO with his golden retriever Bandit or at home messing up his floors painting weird things on canvas. He is also an active member of the local startup community and is passionate about helping other entrepreneurs achieve success.
