Customers don’t buy on price alone.
Ever selected a product that is more expensive compared to a similar one sitting right next to it? Ever wonder why you do that?
It’s because you have got an emotional connection with the brand. It takes unique insights about your customers to build those kinds of brands. And, talented people who know how to utilize those insights.
Because the purpose of a brand is to differentiate a company and its offerings, we use a proven proprietary process called the HRB BrandPlan™ to build strong brands. The process includes research, brand building, repositioning, management and communication. It also features workshops and seminars to educate your staff on how to “live” your brand.
Who’s thinking about your brand?
Photo Credit: Jacob Bøtter.
Isn’t it wonderful how all of your prospects and clients rolled out of their beds this morning, rubbed the sleep from their eyes and immediately thought to themselves, “Gosh, I sure hope I’ll see an advertising message from fill-in-your-brand-name-here.” Wow, that makes your job so much easier, knowing every one of them is totally psyched to hear from you.
Okay, so that didn’t happen, nor will it ever. But surprisingly, some companies really do act like that implausible event occurs in their marketplace every morning. They believe that whatever message they put out, in whatever medium, no matter how trite, complex, boring or forgettable it might be, viewers and readers will be attracted to their brand like geeks to a Star Trek convention. Bless their pointy ears, but no way. Sorry, Spock.
What does attract viewers and readers are messages from brands they know and respect. Brands that provide them with an expectation of being rewarded … with valuable information, by being entertained or by something that will make their job or life better.
It starts by using words and images they haven’t read or seen hundreds of times before. By not force feeding them more details than they can possibly consume. By engaging them in unique and uncomplicated ways that say “we respect your time, your intelligence and what you care about.”
Your brand is not what you say it is.
Remember, your brand is not what you say it is, it’s what your customers and the marketplace says it is based on their experiences and connections to your company. Ultimately, it’s about differentiation – how your brand stands out in a crowded marketplace. You must claim a unique position in the market. What is your point of difference?