The other day I wrote about how Jo Malone convinces people to spend £42 on a candle and £60 on perfume. Give it a read if you're interested.
But today, I'm thinking about how we show what we do. How we present it, and how this affects how we're perceived.
Even if you run a service-based business, it's still important to think of how you package your brand.
People will be aware of your brand long before they buy from you (normally)... So how you present yourself is a big factor in how you are perceived, how valuable you are and how likely they are to buy from you.
One of the most important reasons to consider your 'packaging' is because it's intrinsically linked to value. You'd pay less for a meal presented on a paper plate than you would one presented on fine china on a crisp white tablecloth, wouldn't you?
Think of supermarkets too, and how 'finest' or 'premium' products are presented in comparison to budget and value ones.
The actual quality difference between the high-end and low-end products is never as drastic as the visual presentation would imply... But the cost difference would lead you to believe otherwise.
The key is to bear in mind what is attractive, desirable and aspirational to your target customer and then think how you can present what you offer in this way.
Here are three great questions to ask yourself:
1. What is your customer's biggest problem, and how can you help take it away?
2. What is your customer's biggest goal, and how can you help them achieve it?
3. Which 3 brands would your customer most identify with?
These questions will focus your attention firmly on your customer and their desires. When branding and 'packaging' what we do, people often make the mistake of creating a brand for themselves, instead of who they're trying to serve.
Keep going back to your customer and how you can help them.
Make it a mantra of yours. Your brand will be stronger as a result.