Friday, September 04, 2015

Build Your Brand by Separating It From Product

Sometimes the hardest thing—conceptually—for marketers to do is to separate their brand from their product.

"Product is king."

"All people really care about is the product."

"Price and product—that's it."

"Our brand is our product—they're one in the same."

I've heard it all before, and from some very successful people. But it's all an illusion. None of it is true. When people choose brands, they are projecting an extension of themselves onto the brand. The brand augments their identity, just as their choice of friends, music, and fashion does.

Consumers will literally brand themselves by identifying with your brand. It's personal. It's emotional.

Here's what a brand really does

To develop a brand, you need to understand how it works and what it does. You need to separate your brand from your product, and think of it as its own entity.


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1 comment:

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