Value: relative worth, merit, or importance.
What are you known for? Do you create value? Are you memorable? These are questions we strive to answer when working with our clients. We’re not about delivering products. Instead, we look at the big picture. We define what it means to be a brand. What your brand means to others. And what people will tell their friends, family, and followers about you.
This, ultimately, is what branding is all about. It’s not short-lived. It’s not product-based. A brand is defined by it’s purpose. By it’s culture. By it’s people. By it’s practices. And by it’s beliefs.
In today’s world, we’re willing to go above and beyond to work with, buy from, and recommend brands that create value. We pay more for a sleek Apple computer because of the beliefs of it’s company. It’s dedication to innovation. It’s commitment to customer service. And because their computers, quite frankly, look a hell of a lot cooler sitting on my lap than a massive Toshiba, not to mention, I don’t have to worry about running Antivirus software every other day.
So if value’s so important, the question is, how do you create it?
An article posted earlier this week on Inc.com summarizes it beautifully with three key points:
1. Make your target customer your best friend. Make your industry your inner circle.
You’ve heard the saying, “Keep your friends close, and your enemies closer” and while competition isn’t necessarily the enemy, the creed rings true here.
The point? To best serve your clients and customers, you must understand them. Where do they live? What do they do? What do they think about? How do they make decisions?
Moreso, you must position yourself well in the mix of competition. What is everyone else doing? Where are they succeeding? Where is their opportunity? How can you (even with lesser talent, reach, or scope) do things even better?
Understanding your target customer and your competition is critical in defining your brand’s identity.
2. Communicate a compelling promise that is benefit-driven
All strong brands have one thing in common: They make a promise. They guarantee success, happiness, or any number of other things. This provides comfort. It provides assurance. It also defines you and your brand. You want to be known for something? Promise something that you become known for.
3. Deliver what you promise. If you don’t, fix it.
Promises are nothing without follow through. The most important step in creating value is doing what you say you’ll do, when you say you’ll do it. The quickest way to turn off a client? Deliver what they asked for behind schedule. Turn over something incomplete. Making promises is step one, but it’s nothing without complete follow-through and delivery.
Creating value is easier than you think. It requires hard work, focus, buy-in from your team, and diligence. But in today’s world, more important than price, more important than being the brand name, it’s about being a brand that is defined by the value it provides.
Are you valuable?
