Within the branding circle, one question keeps rising to the surface: should brands focus more on their products or their clients? In 2024, this debate is reaching a fever pitch as companies across industries reassess their strategies to meet the evolving expectations of consumers. On one hand, there's product-centered branding—a focus on features, innovations, and the inherent qualities of a product. On the other hand, client-centered branding—or the emerging trend of client-centric branding—puts the spotlight on the consumer experience, needs, and emotions.
With the rise of human-first branding, the latter is increasingly gaining traction, but that doesn't mean it's a one-size-fits-all approach. So, which will win in 2024? Let’s dive into the intricacies of both and explore how some trailblazers are redefining branding today.
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Product-centered branding is exactly what it sounds like: a focus on the product itself. The emphasis is on what makes the product unique—its features, functionality, and performance. This approach is often seen in industries where technological innovation or specific product features offer a competitive advantage.
In industries where consumers prioritize functionality, performance, or technical prowess, product-centered branding can still be incredibly effective. For example, in the automobile industry, brands like Tesla have built their initial success on product-centric messaging. Rather than first telling the world how the car would make the driver feel, Tesla's initial messaging focused on their innovation—the electric motor, autopilot features, and sustainability.
Product-centered branding works particularly well in B2B environments where buyers are more rational, with purchasing decisions driven by performance, ROI, and cost-benefit analyses. Here, the product’s attributes and benefits speak louder than any emotional appeal.
However, while this approach has its merits, it can alienate consumers who crave a deeper connection with the brands they engage with.
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In an increasingly crowded marketplace, human-first branding has emerged as a powerful force. Brands that can genuinely connect with their audience at an emotional level are more likely to foster long-term loyalty. A compelling example is Glossier, a beauty brand that flipped the traditional product-first narrative on its head.
MUJI, the minimalist Japanese lifestyle brand, offers another fascinating example of client-centered branding, but with a unique twist. MUJI’s approach stands out for how it balances product simplicity with a deep understanding of customer needs—without the typical fanfare of product-centered branding.
Unlike many brands that invest heavily in advertisements or celebrity endorsements, MUJI takes a more understated, customer-first approach. Instead of shouting about product features or innovations, MUJI lets the design simplicity and user experience speak for themselves. At the core of their branding strategy is the idea of "no-brand quality." This philosophy aligns with human-first branding by prioritizing the customer’s experience, even at the cost of traditional branding tactics like logos and extravagant packaging.
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What’s driving this shift? One of the most critical factors is the rise of human-first branding. As consumers, we’re becoming more discerning. We don’t just want to buy products; we want to engage with brands that reflect our values and understand our emotional needs. Human-first branding is about brands showing up as “humans” themselves.
Another factor fueling the shift toward client-centered branding is the rapid evolution of digital technologies. With brands having access to real-time data on customer behavior, preferences, and pain points, they are now in a position to craft highly personalized experiences.
Let’s take Spotify as an example. Over the past few years, Spotify has perfected the art of personalization with features like Spotify Wrapped and curated playlists. Spotify Wrapped taps into the emotional experience of music, giving users a recap of their most-played songs and artists each year. It’s not a feature about the product (streaming music), but about the client’s unique experience with the product. This subtle shift exemplifies how a focus on client-centric branding can turn even a service as straightforward as streaming music into a deeply personal and emotional experience.
In 2024, the brands that will succeed are those that know how to leverage big data to tap into customer emotions and deliver hyper-personalized experiences. This human-centered approach ensures the brand feels more like a companion than a corporation.
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So, which one is more effective? Product-centered branding can still thrive in industries where features and performance are the ultimate deciding factors. However, as we shift to a more emotion-driven marketplace, the power of client-centered branding cannot be ignored.
Imagine a toothpaste commercial. A product-centered brand might highlight the new and improved fluoride technology that strengthens enamel. Meanwhile, a client-centered brand might show the product in action, illustrating a family using the toothpaste before a big event, framing it as part of a cherished daily routine. In one approach, the product is the star; in the other, the customer’s experience is.
While both strategies have their merits, the client-centered version connects at a human level. It’s not just about how well the toothpaste works, but about how it helps a family feel confident and ready to face the world.
In recent years, several companies have pivoted from a product-first to a client-first approach to remain relevant in today’s competitive landscape. One such example is the software company Zendesk. Originally positioned as a customer support tool, Zendesk focused on its product’s features. But as competition intensified, the brand realized that simply being the best software wasn’t enough. Today, Zendesk’s messaging has shifted to emphasize customer service itself—the people who use their tool and the empathy needed to provide excellent customer support.
By humanizing their branding and shifting to a client-centric focus, Zendesk was able to transform their brand from being just a piece of software to being a trusted partner in customer service. Their success lies not in the product, but in their ability to understand what truly matters to their clients—empathy, ease, and great service.
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In the future, client-centered branding will likely continue to grow in importance as consumers demand more transparency, authenticity, and emotional engagement from brands. The companies that succeed will be the ones that prioritize their clients’ needs and experiences over the inherent features of their products.
That’s not to say product-centered branding is dead—it still holds weight in certain sectors where product quality is paramount. But increasingly, it’s the brands that take a human-first approach that are winning the hearts (and wallets) of consumers.
As 2025 unfolds, the real winners will be brands that skillfully blend both approaches. A client-centered brand doesn’t have to abandon product excellence, and a product-centered brand can still find ways to connect with consumers on an emotional level.
So, which one will win? Ultimately, it’s the brand that understands that clients are more than just purchasers—they’re partners, storytellers, and advocates. By adopting a client-centric branding strategy, brands can transcend the traditional product-versus-client debate and create meaningful, lasting relationships with their audience.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
What’s driving this shift? One of the most critical factors is the rise of human-first branding. As consumers, we’re becoming more discerning. We don’t just want to buy products; we want to engage with brands that reflect our values and understand our emotional needs. Human-first branding is about brands showing up as “humans” themselves.
Another factor fueling the shift toward client-centered branding is the rapid evolution of digital technologies. With brands having access to real-time data on customer behavior, preferences, and pain points, they are now in a position to craft highly personalized experiences.
Let’s take Spotify as an example. Over the past few years, Spotify has perfected the art of personalization with features like Spotify Wrapped and curated playlists. Spotify Wrapped taps into the emotional experience of music, giving users a recap of their most-played songs and artists each year. It’s not a feature about the product (streaming music), but about the client’s unique experience with the product. This subtle shift exemplifies how a focus on client-centric branding can turn even a service as straightforward as streaming music into a deeply personal and emotional experience.
In 2024, the brands that will succeed are those that know how to leverage big data to tap into customer emotions and deliver hyper-personalized experiences. This human-centered approach ensures the brand feels more like a companion than a corporation.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
