Would You Rather Be A Brand Or A Commodity?

Brands Beat Commodities.

You either have a unique brand or a commodity that is indistinguishable from all the others out there.

People Buy Brands.

Brands have unique distinguishing attributes. They are promises that consumers believe in. People buy and pay more for brands because they relate to and trust their distinctions and promises.

Commodities Are Hard To Differentiate.

Commodities are products that are easy to replace and hard to differentiate. They are purchased because they serve a purpose. People buy them because they meet minimum standards, are available when and where they’re needed and at the lowest price.

A Brand Makes Selling Easier.

Whether you’re selling products to consumers, investment opportunities to stockholders, or ideas to constituents, a brand paves the way for success by establishing awareness of your unique and meaningful promise before you ever present your sales proposition.

As a result, when it comes time to make a sale, brand owners can concentrate on the wants and needs of the consumer rather than take up valuable time trying to explain themselves and their unique attributes.

Without a brand, you have to build a case for why you deserve the consumer’s business every single time you get ready to make a sale.

Brands Create Consumer Loyalty.

Consumers are willing to pay more to buy brands because they believe that the brand delivers outstanding and desirable benefits. They stay loyal, buying them more often, in greater volume and without the need for extra promotion.

Brands Are The Only Way To Increase Profitability.

Today’s marketplace is full of more products than ever before and overwhelmed by the selection, people choose and pay premium prices only for products they’ve heard of, trust and believe deliver higher value than the others. 

If consumers think all products in a category are virtually the same and no offering is better or distinctly different from the others they simply grab whichever one is available at the lowest price. That’s a profit-squeezing reality that well known, quality brands gratefully avoid.

Brands drive consumer selection.

For the first time in history, consumers can shop and buy without any geographic limitation. The Internet and other at-home shopping options allow far-reaching access to any product, anywhere. 

With a few clicks consumers find and buy products with names and promises they know and trust. In the vastness of today's marketplace brands rule and unknown products wither and blow away in ghost towns.

Brands Increase the Odds of Business Survival.

New businesses and new products are being launched at an unprecedented pace. Thousands upon thousands are introduced each year. 

Only those that ride into the market on the strength of an established brand or those that are capable of building a brand name in a hurry can seize consumer awareness, understanding, and preference fast enough to survive.

The secret marketing strategy of Branding has been known and practiced by a select few companies for centuries, but it's now essential for every business to succeed  in today's crowded marketplace.

Clearly, you understand that there really is only one choice to be made.

Step Into Your "Brand"

To Your Success
Ron Pettell