Let’s face it; lots of things (people, companies and products) don’t really stand out.
These are simply commodities at the mercy of the market and could never dream of asking for and receiving the premium price in the market.
So how do you make yourself and your organization or business more valuable?
What Makes Brands Valuable?
First of all, the concept of personal “branding” may be a new concept to some of you, but the ideas behind a “brandable” experience also applies to how you do your job, the level of service people come to expect in dealing iwht you and your possibilities for advancement.
Creation of a strong “brand” includes making the whole experience with you have a premium, luxury feel.
You’ve seen this happen in multiple ways from a business with a nicer showroom, to the co-worker that always arrives early to the office in the nice suit…being more valuable means being a “cut above.”
And sometimes the market is illogical.
Being seen as the luxury brand doesn’t always mean it’s the best value for the money, or even the best quality.
But when you offer a “brandable” experience you can demand more money because of the public perception.
Perception Becomes Reality
Think about what this could mean for you.
What if you could earn more, sell more, and receive more all because of the “brandable” experience you create around yourself, your products and your company or organization?
The secret is to make sure that your audience (whether that is customers, donors, or employers) receive a clear and compelling message about what you have to offer.
Still not convinced?
Create a Brandable Experience Concept
Ever wonder why Starbucks can sell $4 cups of coffee?
I mean there is plenty of good coffee available for a lot less all over the town.
(Not to mention that…arguably…the coffee is not that good.)
But Starbucks has created a “brandable” experience around getting coffee at their stores.
Think of it this way…a “brandable” experience means that people will enjoy and remember dealing with you, your products and your organization on the whole.
So the first step is to provide a high level of positive consistency across all the elements of people’s experience with you.
Can people depend upon your approach, your products and your ideas?
Can they trust that they will get the same level of quality every time they interact with you?
Take a Lesson from Marketing Experts
We can all take a lesson from how marketing experts guide the perception of quality and value.
They use multiple techniques to reach various senses in creating a “brandable” experience.
Think of how people interact with memorable experiences…what do they see, hear and feel?
Consider what combination of things makes something positively unforgettable?
Here are some of the tools employed by sophisticated branding experts:
- Music, jingles or any sounds that the audience can associate with you and your brand
- Do people associate you with a song, or the “easy” button phrase?)
- Smells or the definition of smells, including bread, baby powder, or new cars.
- Are you the brownie lady? Or do people know you by the leather jacket you always wear?
- Tastes, such as spicy, sweet or salty that are representative of your brand
- What “flavor” are you? Is that resonating with customers, employers, and donors?
Smart branding means using everything that can positively define your offerings and that influence your people’s feelings and emotions in a good way.
Make a Brandable Experience Work for You
Starbucks has done this very thing by creating an experience that provides warmth, comfort and a sense of community and fun to their company.
The overall environment is hip, cool and upbeat.
Together these public perceptions make them valuable in the marketplace and make it worth the $4 cup of coffee that they sell!
So how about it?
What ways can you provide your customers, donors and employers with a brandable experience?
Think about it…
What do you provide that no one else is doing?
Make sure that people experience powerful positive moments when interacting with you.
They will love you for it and tell others about the valuable experience they had with you.
And that is the ultimate aim of creating a “brandable” experience.
Lucy M. Morgan, CPA, MBA