Competition Creates Choices
“Branding is deliberate differentiation.” Debbie Millman
How do you stand out?
How do you connect emotionally with customers?
How do you become irreplaceable?
People fall in love with brands, trust them, and believe in their superiority.
"Great brands are like friends--you encounter a huge number of them everyday, but you only remember the ones you love." Luc Speisser, Landor
A lot of companies make the mistake of completely ignoring branding efforts. They see themselves as a business, and not a brand. To them, brands are internationally known entities with huge budgets [Apple, Nike, McDonald’s].
It’s true that international companies have big budgets, hundreds of employees, and even years of experience. However, branding is about emotion, and the psychology of branding works regardless of the size of your company. Essentially, what works for big business will work for you.
People are willing to pay more for a branded product than they are for something which is largely unknown. Walk into your local 7-Eleven and check out the beverage section. A bottle of water is a bottle of water, but people will pay 75% more for Evian than a no frills equivalent. Branding elevates your offering from a commodity to a unique product, distinguishing you from a cheaper brand.