Product design builds a brand and vice versa. The product should, therefore, suit the existing collection. Otherwise, it might not be recognized as your brand. Another product-design concern is that it should be visually attractive and convenient to use.
One of the goals of business strategy is aligning all parts and activities of the organization. Often, there is a common organizational goal. Therefore, harmony should also exist between product design and the brand that it belongs to. This is why product design companies are involved in strategy creation and/or adherence.
Additionally, the interaction effect of brand and product design has a customer-related cause. If your product design corresponds with the brand identity, it is likely that customers recognize your product as belonging to the brand, without seeing the logo or brand name. Examples of brand-identity aspects are color scheme, shapes and fonts. You can probably recognize a Tesla car by its shape, without seeing the logo.
For repeated-purchase, low-cost products, such as toothpaste, it is probably more important than for luxury, infrequent purchases, such as cars. Customers, appreciate finding the toothpaste in the supermarket without having to stare at the shelve for five minutes. Changing the product or packaging significantly, might lead to confusion for customers who preferred your brand and them buying a different brand.
The interaction effect does not only apply when a product is upgraded, but also when the product line is extended. Let’s go back to the toothpaste example. Loyal customers might also consider complementary products from the line, if they are satisfied with your products. If mouthwash is added to the dental care line, satisfied customers are more likely to consider the brand if they recognize it as your brand.
In conclusion, it is recommended that product design and development are in line with the existing brand identity. As a result, satisfied customers are more likely to keep buying your products than in the case that a product does not demonstrate the brand identity properly.