Yeah, I do Coke.
Today I was grocery shopping and grabbed some Diet Coke (yup, I’m that bitch). As I was reaching for the Coke, I glanced down and saw, right below, a box of Safeway Select Diet Cola. The packaging was almost identical, and I imagine the taste was comparable as well. The pricing: the Diet Cola was 3 times less expensive than the Diet Coke.
So why did I buy the Coke product?
Well, it’s branding baby.
Sure, Diet Coke may taste a little better to me than Signature Select, but that’s not really why I choose it.
I chose it because over time, my interactions with the Coca Cola brand has demonstrated their values, what they believe in, who they hire, and who they sell to. Their brand consistency has built trust with me, and so I support them because I know who they are and who they are supporting.
Think about why you love certain brands even though they're not offering the lowest prices - chances are, it’s because these companies have created a connection with you.
That’s what branding does: it creates an entire experience that leaves customers with a perception of a company. From website design to customer interactions, hiring practices to event sponsorship; every element of branding can be used to highlight and showcase the values of a company. And when customers can find a connection to a brand through honesty and consistency, it will build trust that will ultimately have a huge impact on growth, success, recognition, and loyalty.
Looking for those thing in your own business? Instead of trying to create a cheaper product or service than your competition, shout from the rooftops what you believe in and why it matters. An easy way to do that? Develop values-led, strategic branding that is consistent and honest. You’ll be able to showcase your worth, show that you mean business, and draw customers eager for connection, as well as quality services.
If you’re ready to start charging based on value AND reel in those dream clients without even batting an eye at cheaper alternatives, drop ya girl Kait a line.
