Marketing Experience: To stand out from the crowd a good place to start is to understand the importance of a strong brand. But what is a brand?
Marketing Experience: A brand can be a trade name, a sign, symbol, slogan or anything that’s used to identify and distinguish a specific product, service or business and do so in such a way that identifies one seller’s product distinct from those of other sellers.
But a brand is much more than this.
Marketing Experience: A brand can also be a ‘promise of an experience’ and convey to consumers a certain assurance as to the nature of the product or service they’re going to receive and also the standards the supplier or manufacturer seeks to maintain.
For example, a ‘brand’ might focus on exclusivity of design; or perhaps excellence of customer service or maybe high moral standards in its dealings with suppliers; or perhaps a combination of these and other values. This guaranteeing function isn’t created overnight; it’s usually hard won in the marketplace and develops over time.
Brands are therefore reputational assets based on powerfully held beliefs; they drive the understanding of value in a product or company, and, perhaps most importantly, customer loyalty.
So how can you be different?
It’s the best way to connect with people. To be remembered by people.
More importantly the promise of the experience your customer wants.
What I’m getting at here is what people get as a result of buying your product or service. Nobody buys a product or a service because they want that product or service. They buy it because of what they get as a ‘result’ of buying it. The genius sales trainer, presenter and author Andy Bounds refers to this as the ‘afters’ and he is absolutely spot on! You’ll find Andy’s books online at Amazon and they should definitely be on your reading list.
Nobody wants a lawn mower do they? What do they actually want when they buy a lawn mower? Yes, a beautifully cut, tidy looking lawn.
Ladies… and some of you gentlemen perhaps… when you buy a leg waxing kit, do you buy it because you want the agonising pain of tearing the hairs out of your legs, strip by miserable strip? No of course not – you buy the product for the beautifully smooth legs you get ‘as a result’ of using it.