For any given product or service there are tons of competing offers to consider.
One offer could be cheaper, one a little prettier, and another a little more efficient. Nobody knows which one is actually better.
Hell, even market positioning has its limits nowadays. You can’t just say “my ice cream is for diabetics” because chances are, thousands of others are already cornering that market position.
The good news here is, there’s no right choice. Apple, Samsung, Huawei— whether you choose one or the other, it all boils down to your taste. But just to make things more confusing:
Apple products are not the cheapest, not the fastest, and their customer support is definitely not the friendliest. So why do they stand out? Does that mean their customers have shitty tastes?
Nobody needs your product.
There are only a handful basic human needs, around 5-7 depending on who you’re asking. The point is, nobody really needs a delicious sandwich. All it takes is a banana to satiate one’s hunger. And sure enough, nobody actually needs your product. The universe will continue its chaotic dance—people can eat, breathe and love without you.
What about a helper app for the visually impaired, just like in the Korean series “Start-up”? Well, it’s not a need as much as it is a desire. The visually impaired desperately want to read, walk, and experience the world the way most people do, so they feel they need the tech but they don’t. There are plenty other options that can achieve the same result.
Nobody knows what they want.
Once, I met this person in a violin class I used to attend. She was wearing a faintly yellow dress; her hair dyed with the deepest purple. I liked her, but to my surprise once we got closer I realized that her brilliance only burdened me with more insecurities than I could handle. Truth is, nobody knows what they want.
What course should I take? Which company should I apply for? Which stock should I buy? Big or small, decisions are always difficult to make. And buying your product is one of these decisions.
3 problems, one solution.
All I’ve discussed are problems. Bummer right? Thankfully, they’re all barks of the same tree, meaning all three share the same roots and the same solution. That is – branding.
What is a brand
A brand is a person’s first impression of a product:
“That car looks very futuristic but eco friendly.”
“That phone looks so simple I bet it can simplify my life too.”
“This cologne smells like chocolates.”
Branding gives your product its recall.
Why is good branding important
Good branding differentiates your product/service.
You can identify Chuck Taylors sneakers from meters away. They give you a nostalgic retro vibe. Just a pair of red and yellow will remind you of that savory big mac. Sometimes, even the sound of air brakes when a bus stops can remind us of the ‘fizz’ when opening a coke.
Good branding makes a product or service relevant.
Nobody needs your product. But branding can make it relevant. “I’m an OFW breadwinner, and I need to send my family some hard-earned gifts for Christmas. Hopefully, my package will arrive safely so it can at least fill a part of the hole I left behind. Buti na lang may FedEx.”
Having set that first impression, people will naturally be reminded, when the desire arises, that your product is exactly what they’re looking for.
Lastly, good branding makes people feel something.
Nobody knows what they want. But emotions are always honest, no matter how hard we deny them.
When we buy a new pair of Nikes, we just want to put them on, go out there and just do it. Just do it.
That first bite out of a yum burger will always put a smile on my face. Between its flavors are memories of my youth—decades of noise and sunshine with my family and friends.
When we hear Investa’s iconic voices, we are both humbled and inspired— we know there is much to learn & accomplish, but we are always reminded that we’re not alone in our struggles. We never knew that family, friends, and strangers could share the same vision for the Philippines. And yet here we are.
The best brands make the world feel like a brighter place. They seek to empower and change people for the better. If you want your product or service to outlast your own lifetime, then do the heavy lifting and create a culture of warmth, honesty and innovation. Remember—our battle is not with our competitors, it’s with the impact we seek to make and the challenges of doing so.
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