Stop selling what you have and start selling what they want!
People buy benefits, not attributes … always. They buy the promise of a need or a want fulfilled; the anticipation of a wish come true. Sometimes that promise represents a tangible problem solved. Other times (often), it’s an intangible, but equally important desire for status, convenience, belonging or something similarly wishful.
Every branding strategy should start with a SWOT … an assessment of your offering’s Strengths, Weaknesses, Opportunities and Threats (MBA’s love these, as do formally trained marketing folks). Strengths identity potential benefits; Opportunitites identity potential needs. Opportunities in the marketplace that potentially match your offering’s Strengths have promise as competitive consumer benefits … but not quite yet.
Check back for Part Deux … Lori Martinek, Branding Expert & Author, https://edcgrow.com .
