It’s true that people are attracted to low prices and special offers. And it may be appropriate to use a discount periodically. But always focusing on a lower price can hurt you in the long run.
Position your organization for value
Getting into a price war is risky, unless you’re Wal-Mart. It’s a battle that’s tough to win—and it can damage the perception of your products and services.
Price alone does not build a brand
Value trumps price. Consider: Have you bought Starbucks coffee or Nike shoes or a Columbia Sportswear jacket? You didn’t choose those products because they were the cheapest. Let’s face it—a cup of joe, a new pair of tennies, or a good winter jacket can be found for less. These iconic Northwest brands earned your business because you expected unique or superior qualities.
Whether for business or personal purchases, we’ll pay more if we’re confident we’re getting more, if we trust the brand, if we expect the goods will deliver as promised. Building a brand is about building perceived value.
To communicate value start with the audiences
Start by distinguishing your organization, products or services from others—from your audiences’ point of view. What matters to them? What do they need or value? What other choices do they have? What’s unique about what you offer?
Strengthen your marketing in 2013
We’re experts at working with companies to express key messages that clarify value. We can provide messaging architecture to establish the foundation for communications, or work with you to build your brand program. A few case studies:
> Cascade Employers Association reached new members with fresh messaging and new communication tools
> Job Growers Incorporated emphasized their value with a new name, identity and messaging hierarchy
Send us an email or call us toll-free at 866.363.4433 to discuss your goals for 2013. In the meantime, download our positioning worksheet, a step-by-step guide to finding your place in your market. Or download our five steps to audience definition worksheet to gain a better understanding of your target audiences.
P.S. A special offer! Book your year-end brand audit for half-price—only $625, valid now through December 21st. An audit will pinpoint areas where you can strengthen your brand in 2013.
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