Branding is one of the more sophisticated forms of marketing communication. The purpose of branding a product establishes an identity that conjures up a positive image and goodwill. For instance, The Coca-Cola Company hopes that you feel good about their products and that you will choose their products from a crowded store shelf because you like the image associated with it. Maybe it works. If you throw a party and you provide a cooler full of Cokes and Sprites, you probably feel pretty good about the image you are portraying. On the other hand, if you stock a cooler full of generic cola, you might feel a little embarrassed.
Branding a product has the same purpose. You are trying to associate an image and a feeling when a person hears of your product. Hopefully, it is a good image and feeling. However, consider the implications that your product will have on the organization. Does it impact a large number of people, or maybe the entire company? Will it require a culture change or a change in the way people do their job?
Will your product make people nervous? For instance, will it result in efficiencies so that less people are required to do the same function? When people hear of your product, do you want them to think of the challenges you are overcoming? Branding helps you proactively build the image you want to portray rather than have >one branded on you. Of course, branding takes time to instill and to change, so be careful!