CALL OF THE BRAND
Staring at the two laptops in front of you, you weigh the options. The more expensive HP has the exact same specs as the off-brand Seitus (fictitious company). There seems to be no other reason for the HP to be more expensive than for simply being an HP. Which do you choose?
Well, there are two ways to look at this. You could take the chance that the Seitus is just as good as the HP and save some cash or buy the HP and know you will get a good product and if there are any issues, you can probably have HP fix them. But wait, we just noticed a difference between the two products. One is an off-brand that you know little to nothing about and may or may not make a good product. The other is an established company that will want to keep its good name by striving to make the best products and fixing any issues that arise.
Now before you even thought through this, you had a feeling of gravitating toward the HP didn’t you? Why is that? Because your subconscious is built to avoid risk. Paying the extra for the HP would be more than worth it to avoid a dud laptop that will cause nothing but headaches and frustrations. Seitus could in fact make a very good product, but you don’t know that. All you know is that you need a good laptop to carry out the functions you need it to for work or play.
How did this happen? How did HP and Seitus end up at these opposite ends of the spectrum? Well HP has a long history of good products, but if you have never purchased any of them, why do you trust them? The answer is HP has a strong brand, while Seitus does not. HP has invested in advertising online, in television ads, mailers, billboards all while staying consistent and true to the brand. HP’s Vision statement is below.
Our vision is to create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent. To engineer experiences that amaze. We won’t stop pushing ahead, because you won’t stop pushing ahead. You’re reinventing how you work. How you play. How you live. With our technology, you’ll reinvent your world. This is our calling. This is a new HP.
With a commitment like that, it would be extremely adverse for HP to develop a bad product and try to sell it to you. You would be upset and may never buy another HP product. You may also post a bad review and spread the word to all of your friends and family. Disastrous for HP, but that is the reality given how much they have invested in their brand awareness. Seitus on the other hand has little to no advertising and is relying on a discounted price for sales. Again, Seitus may be making a good product, but why take the chance?
Hopefully, you see what I’m getting at with how strong your brand needs to be. Don’t worry if you are not to the level of HP. Few of us are, but it shows how important it is to have a strong brand. You can develop a strong brand by being clear about who you are and what you do. Take that brand clarity into your marketing and spread it everywhere your target customer will see it. The advertising shows you believe in your product and if something goes awry, you will be to blame. But the fact that your customers will know who to blame also provides them an assurance. An assurance that your company is willing to put itself out there and take responsibility for itself because it believes its products and services are great. At the very least, your customers will feel less risk when choosing you.
Strong Branding Tips
- Know Your Business Purpose: The reason you exist beyond making a profit.
- Know Your Target Customer: You will know where to find your customers and what they need from you.
- Have a Personality: This will differentiate you from the competition and your customers will appreciate interacting with a living organization instead of a cold, faceless entity.
- Have a Clear Message: Say what problem you are solving and for whom. Your customers will understand your offering in seconds and feel comfortable learning more.