Why build a brand when price seems to be all customers are interested in?

Because they're not only interested in price.

We are all consumers of products and services and everyday we make purchasing decisions that are not purely based on what the cost is.

Brands develop because they have either organically created an emotional value with their customers or there has been a deliberate effort and investment to create that type of connection.

When you are positioning your product or service consider building in intangibles like:

• Making customers feel good about the purchase they've made
• Providing outstanding customer service for the lifetime of the purchase
• Enabling customers to feel part of the business that delivers the branded product or service
• Giving customers an insight into the values of the business
• Empower, enable and encourage employees to be genuine advocates of the business and the products or services they have to work with everyday
• Add entry points into the "family of brands" you are building which allow as many customers to participate as possible
• Use social media as a listening tool - don't assume that social media will build brands, but monitor what customers are saying and react if required
• If you sell at a premium price make sure it's justified
• Always deal with complaints generously

Why?

Well selling on price means you are constantly concerned about surviving on low margins and high volume and history shows that there is always someone out there who will be able to deliver better for less.

And brands have a real value - on your balance sheet. Which is very nice when you decide to sell.

And brands are fun. They have personality and can help you employ the right type of person, serve a more affluent customer and give you the capacity to grow your business.

Even if you are a simple freelance writer it's important to have a personal brand that is generous, confident, approachable, and able to deliver great work. 

I know that there are many other copywriters who write for less than I do. But I add value because of nearly 30 years experience of building my own and other people's businesses - which my clients recognise and value.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net