brand promise Archives - The Marketing Spot

The Product Thinking Trap

Written on October 7, 2011 by Jay Ehret in brand promise, branding, products

This morning I was searching online for some granite countertops in my hometown of Waco, Texas. Clicking one of the websites I found this mission on the front page of a local company:

Our goal is to provide top-quality, eco-friendly granite, marble, quartz, and recycled glass products.

This is a fine goal to have and a business should have this goal. But is it a selling point; a customer decision factor? Wondering if this is the way granite is sold everywhere, I did a search for granite countertops in a completely different city in Michigan. I found this mission on one of the top results:

Our goal is to provide the highest quality finished product at a fair price within a reasonable amount of time.

Again, a noble goal and there’s nothing wrong with that goal. But what are these businesses selling? “Duh! They are selling granite countertops, Jay.” Exactly. The thing is, I can buy granite countertops anywhere. And if I can buy granite countertops anywhere, where should I buy them? The answer is: If everyone is selling the same thing, then I will buy where I can get the cheapest price.

And that’s the product-thinking trap. Building your brand on your quality products relegates you to competing on price. Because anyone can sell what you sell, and you can bet that someone will be selling it at a lower price. If you want the sale, guess what you’re going to have to do.

What Customers Want

Products are what you sell, but it’s not what customers buy, because they can buy your product anywhere. Customers are looking for something beyond the product or service you happen to sell. They are looking for something more, a promise that goes beyond a transaction. The product is merely the medium through which you establish a relationship with customers.

That’s what you need to be selling: A relationship based an a promise to do more than just sell stuff. And that is what a being a distinct brand is all about. Ultimately it will get you more sales than your quality product.

Are you concentrating too much on your product at the expense of building brand relationships with customers? One indicator is all your advertising features price and product. Another is a mission statement that focuses on quality products. If you want to escape the product-thinking trap, the first step is easy: change your brand’s promise. What can you promise beyond the product or service you happen to sell?

Check out my free recording branding webinar for step in the right branding direction:
Free Branding Webinar: Branding U

Also see: What is a Brand?

Subscribe to this blog and let future articles come to you: Receive The Marketing Spot by Email or Get The Marketing Spot in a blog reader

>What are you selling?

Written on January 19, 2010 by Jay Ehret in Advertising, brand promise, promotion

> Is it what your customers are buying? Too often the focus is on the product or service. How much will we charge? How can we package it? Let’s have a sale! But let’s change the perspective, because people aren’t buying your product or service. They are buying what they get from that service. For

Building an Awesome Brand: The First Step

Written on January 6, 2010 by Jay Ehret in BAAB, brand promise, branding

Part 3 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand When brand-building begins, small business owners are often directed to “find your U.S.P.,” meaning “unique selling proposition.” Marketing consultants, friends, family all repeat the mantra: “find your U.S.P.” The inference being that if you find that one unique

Features & Benefits or Creativity? Neither

Written on November 17, 2009 by Jay Ehret in Advertising, brand promise, creativity

The choice in advertising seems to be features and benefits or creativity. Maybe that’s why there’s so much bad advertising. I don’t think either choice is right. So I asked a trick question this morning on Twitter, which is better; features or benefits? I like this response from Brad Dresbach: Brad’s right. So much of

Case Study: Branding a Kitchen Remodeling Business

Written on May 11, 2009 by Jay Ehret in brand identity, brand promise, branding, Kitchen remodel, tagline

Case Study: Jamestown Designer Kitchens – Savannah, Georgia Idea Wanted: A brand that will take the business to the next level. This week I will be keynoting the Savannah, Georgia Small Business Chamber Annual Banquet on Thursday, May 14th. I will also conduct a branding workshop Friday morning, May 15th. For more information contact the

Marketing Project: Intentional Congruence

Written on March 20, 2009 by Jay Ehret in Advertising, brand promise, congruence, marketing project

With very little forethought, small businesses jump into advertising. Usually, an advertising campaign is a reaction to; slow business, market conditions, being sold by a media rep, pressure from employees, or a wild hair. Rather, your advertising should be a product of what Nido Qubein calls intentional congruence. With a plan, all your marketing communications

The Importance of Taglines in Branding

Written on March 18, 2009 by Jay Ehret in brand promise, branding, tagline

A tagline is an important part of branding. It can be your best brand communication tool, if done right. However, you don’t need a tagline to have a successful brand. Some great brands such as Google and Zappos don’t use a tagline. What Taglines Do Good taglines perform three important functions for your brand: They

The Brand Promise

Written on July 8, 2008 by Jay Ehret in brand promise, branding, marketing plan

Part 1 of Build Your Marketing Plan This is Part 1 of an eight-part series called Build Your Marketing Plan. In this segment we will learn how to create The Brand Promise. This series is a condensed version of my 17 week coaching program. Each “lesson” of the series contains a background article, down-loadable worksheets

Category Archives: brand promise

What Customers Want