Forgive me, this is more about product design than branding. Brand managers can do everything right but if they are not working with well designed products, their results may be less than hoped for.
Product design can impact product appeal in several ways. First, the product can be aesthetically appealing or visually stunning. Second, the product may be unusually durable or sturdy. Third, the product may have unique functionality or ease of use. Fourth, the product may have ergonomic or tactile advantages. Fifth, the product may stimulate more senses than usual. All of this can result from superior design.
To give you an idea of what superior design can lead to, here are a two very interesting links:
- 30 innovative products you did not know exist but are too awesome to miss
- 100 amazing futuristic design concepts we wish were real
Manage your brand well but encourage your organization to design unique or superior products.