Or, for that matter, its lack of quality and its value at a lower price point?
And, really, when you are discussing the idea of branding terms like quality, value, price, etc. are all just doors and ways to get to the concept of discussing whether or not your brand is really telling the story that you want it to.
One of the defining principles of branding is that great brands include as many people and markets as they exclude.
In looking at your own brand, it is important to recognize if your brand is doing both, including and excluding.
Why?
Because your brand must convey a certain amount of value; a certain sense of difference; and a certain sense of connection to your target audience.
The key becomes ensuring that this is occurring, here are a few tips:
1. Understand the value your brand delivers:
Every brand has a value proposition.
The key for many brands and their success is whether or not they deliver on their value proposition in a meaningful way.
So the first key to ensuring that your brand is delivering on its promise and conveying the right sort of quality is to understand what exactly the value your brand is delivering and sharing is.
Then, make sure that your brand aligns with that.
2. Make sure you understand who your audience is and make sure your message really speaks to them:
A lot of marketers and brands fall into the trap of trying to be big all-inclusive communicators and brands to wide audiences. And, in most cases, these brands fail.
Even if you are a brand that is very much generalist and has a very large target market, it is important that you still recognize the fact that you have a very specific target market.
It may be one that is large and somewhat general, but it is still one that has some very specific points of commonality and a very specific way that you should address.
The question is, are you really paying attention to this?
3. Understand the lifecycle of your buyers:
This point may should be meaningful to everyone because in some way, all brands have a touch of aspiration to them.
And, one of the most powerful branding tools you have is to understand what the lifecycle of one of your buyers might look like and tailor your brand so that you hook them in before they really fit into your demographic.
Think about some of the brands that you know that equate to “having made it” in life:
Mercedes
Cadillac
Rolex
They all stake a claim to their market even before someone might be there.
These are things people aspire to.
Have you created a way to make your brand aspirational?