In this blog series, we’ll attempt to bring clarity to some of the dynamics of building a strong brand.
Give people a reason to believe. There are thousands of well designed products and services out there that will fail because the value proposition isn’t properly understood and articulated.
As people who are passionate about our professional causes, it can be easy to talk about ourselves and our services from a very granular perspective. Attention to the details of what you’re selling is very important, but it’s also critical not be lost in the weeds.
For example- if you are a guitar manufacturer, it’s critical that you pay attention to using the best materials and craftsmanship in your production processes. It’s what separates a Fender from a late night shopping channel instrument. However, you have to ask yourself why people really buy your product.
“Am I just selling a better object or am I primarily selling an invitation to a culture and elevating how someone will feel when playing my instrument?”
Fender understands that part of selling the best guitars means selling creativity, empowerment and inclusion into a privileged group of musicians. So, in addition to investing in materials and processes that showcase the quality of your product and service, invest in being a intelligent and valuable part of the culture of your customers. Make sure you’re sharing their passion. Invest in things that are important to your customers. If you can become a voice of leadership in their culture, you can build your influence over how they make decisions and inspire them into action.
This can look like offering the best resources to learn new techniques and musical styles or paying tribute to elite artists pushing the envelope with a video series on your website- content targeted to engage your audience in deeper more meaningful ways.
Think about it. Knowing your brand should drastically affect your strategy.
Here are two very different categories of brand type:
Aspirational brand is a brand of product that people believe is of high quality and that will make them feel a part of a desirable culture if they own it.
Commodity brand is a brand that is connected with a necessary, but common product that is difficult to make different from its competitors through emotional connections.
What your brand is designed to sell is more than just a sum of your products parts. It has deeper meaning that is begging to be uncovered.
We believe you can change the world with your brand. We can show you how.
This entry is part of a six week series exploring answers to critical brand building questions: