Hello Brave Ones,
I wanted to get back to some branding basics, so here is some juicy stuff for you!
When creating a brand for a product or service, I believe you must have three ducks in a row.
Together these 'ducks' are crucial to brand development and will formulate your Brand Promise. Your Brand Promise is simply what you have promised to give to your client or customer when they purchase your product or service.
When developing your Brand Promise, here are the three 'ducks' - and they all start with P.
PACKAGE. PRODUCT. PRICE.
All three have to be in alignment. If they are not, then your brand promise is broken. And likely, your business will be a little sinky rather than nice and swimmy.
Let’s look at each P individually.
Often thought of as a physical box or wrapper, but it is actually the first touch point your client or customer has with your product or service. Your package is how you visually present your wares. And your wares can be a product or a service.
If your business sells a physical, tangible product, it could be the box your candle is shipped in or the cellophane and ribbon around your flower arrangement.
If your business is a service, such as a life coach or an accountant, then your website, business card, and all visuals your clients are given is your package. They are often the first things your customer sees and will instantly start making a judgment on your business (websites are judged in 3 seconds, fyi).
In fact, YOU are also part of your package, but more on that in a later post.
This is what you are actually selling. Again, it can be a physical item or a service.
You must be clear on what you are offering to your client or customer. Too often an angry customer is a result of them simply not knowing what they are getting. I mean, hey, we have all had an Amazon dud or two, am I right?
Pretty obvious here. Price it is how much you are charging for your product or service. Is it a price that makes sense for what the customer is getting? Is its perceived value worth the price tag?
To fulfill a Brand Promise, clients or customers need to look at the package, then look at the product, then the price and need to feel like you haven’t over-delivered or under-delivered. They need to feel satisfied, whether it is a cheap or expensive experience.
Let’s use an example:
I worked for a while in food packaging design. Many of the clients in this particular agency were mid-list big brand products – think Stouffer’s or Lean Cuisine. If the product is a mid-list, not fancy, average-joe kinda meal, then you have to present it just like that – in its best possible, strategically savvy way.
You can’t be using high-end photography and fancy-pants gold foil and create a package that makes it look like a gourmet meal from a Michelin star restaurant. Because when they take it out of the microwave and taste some sad, rubbery noodles, it will be a serious debbie downer. No bueno.
You can’t OVER deliver on your promise because then the customer feels totally jilted. You can't show one thing then offer up something totally different. Especially if you are charging $2.99.
If the frozen meal cost $9.99 then you better have a spectacular package and when you take it out of the oven it better look damn tasty.
So part of your job as a kick-ass entrepreneur is to keep checking in with these 'ducks' and make sure they feel aligned and cohesive. It seems super simple, but often we get so wrapped up in the marketing and social media side of things and forget about the basics. Make sure your Package, Product and Price all feel like they are working together in harmony. Your branding and any visual graphics you have will be paramount in helping these 'ducks' feel all happy. If you have been ignoring the branding side of your business, time to get on it!
I will be diving into more on the topic of VALUE and pricing - which is sometimes the part that trips us up when we develop our brand - in an upcoming FB live. Stay tuned!
To your brave success,