One of the key questions you will need to answer at some point is where is my brand getting its value?
And, for a lot of companies, the answer gets muddled because they believe that the brand gets its value from the stuff that it makes.
Which really isn’t true.
Because lots of people and places make stuff. And a lot of that stuff is very similar in nature.
Look at any grocery aisle and take a look at the difference between the store brand of black beans and the other kinds.
The difference between beans isn’t in the type of bean, quality of bean, or store you are buying from. The difference in beans comes down to marketing, to the story that you are telling yourself and that the marketer is leading you to.
Now how does that apply to you?
It might not always be simple to figure out. Especially because all of your friends might be telling you a story that wants to make you fall into the same routine that they do, selling things based on stuff or the stuff you make.
But think instead about the story you tell and build that story around the value you create and the image you want your buyer to have.
Do you want your buyer to have a feeling of exclusivity?
Do you want your buyer to feel like he is a member of a secret club?
Do you want your buyers to feel as if they are part of a community of likeminded smarty pants?
Whatever it is, tell that story.
That’s where your brand is going to really get its value from…that story that you are holding in your head and what you want that story to make your fans and buyers feel.
Just look at the best examples like Apple, Google, and Starbucks.
Where does your brand get its value? was originally published on Wakeman Consulting Group