Are you selling private label products but struggling to build a strong brand? Private label branding is your key to moving beyond generic and creating lasting customer loyalty. In this blog, we’ll cover proven strategies to develop a unique brand identity that sets your private label products apart — no matter how crowded the market.
What Is a Private Label Brand?
A private label brand is a product manufactured by one company and sold under another company’s brand name. Many businesses use private labeling to quickly enter markets without developing products from scratch. But while private label products can be efficient to launch, the real challenge is building a brand that customers recognize and trust.
Why Branding Matters for Private Label Products
Without strong branding, private label products risk being seen as “just another generic” option. Effective branding builds:
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Trust — Customers feel confident buying from a known brand. For example, Amazon’s private label brand AmazonBasics has gained trust by consistently offering reliable everyday products.
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Recognition — Unique packaging, messaging, and visuals make your product stand out. Trader Joe’s, known for its distinctive, quirky packaging, has built a cult following despite many products being private label.
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Loyalty — A compelling brand story encourages repeat purchases. Kirkland Signature by Costco is a great example, combining value with quality to build strong customer loyalty.
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Value — Strong brands can charge premium prices and grow market share. Everlane started with private label basics but built a transparent, ethical brand that allows premium pricing.
5 Proven Strategies to Brand Your Private Label Successfully
1. Define Your Unique Brand Identity
Start by answering key questions: What does your brand stand for? Who is your ideal customer? What makes your private label product different? Build your brand personality, values, and voice around these answers to create an authentic identity.
For instance, Harry’s, a private label razor company, defined their brand as affordable, simple, and high-quality grooming essentials targeted at millennial men. Their clear identity helped them break into a crowded market dominated by giants.
2. Invest in Professional Packaging & Design
Your packaging is often the first interaction customers have with your product. High-quality, eye-catching packaging aligned with your brand identity can differentiate you from competitors and elevate perceived value.
Look at Glossier — their minimalist, Instagram-friendly packaging has been a major factor in building a passionate community around their private label beauty products.
3. Craft a Compelling Brand Story
People buy from brands they connect with emotionally. Share your brand’s mission, origin story, or commitment to quality and sustainability. A genuine narrative helps build customer trust and loyalty.
Allbirds, a private label footwear brand, built their story around sustainability and natural materials, appealing to eco-conscious consumers and differentiating themselves from traditional shoe companies.
4. Leverage Consistent Messaging Across Channels
Keep your brand voice and visuals consistent on your website, social media, product listings, and advertising. Consistency reinforces recognition and professionalism.
Dollar Shave Club used consistent humor and a casual tone across its ads, website, and social media, helping the private label brand quickly build awareness and a loyal following.
5. Engage Customers Through Content and Community
Use content marketing, social media, and customer interaction to build a community around your brand. Share tips, user stories, and behind-the-scenes content that add value beyond the product itself.
Drunk Elephant, a private label skincare brand, engages customers with educational content on skin health and ingredients, creating a loyal, informed community that advocates for the brand.
Final Thoughts
Branding a private label product isn’t just about slapping your logo on a generic item. It’s about creating a distinct identity that resonates with your customers and sets you apart in a crowded marketplace. Follow these strategies—proven by successful brands like Harry’s, Allbirds, and Trader Joe’s—to turn your private label into a brand customers love and trust — and watch your business grow.