Viva’s Blog: Why you?
That’s right. Why you? Why should anyone fork over their hard earned cash for what you have to offer when it’s pretty likely they can find a similar thing elsewhere for less. That’s the million dollar question savvy marketers answer early on in their business.
A category of one.
It’s all about creating a category of one. When you differentiate your brand in a manner that’s meaningful and relevant to your target audience, then you’re on your way to creating a category of one. Being the only brand in a category means that when your customer is looking for a solution, they only come to you.
Be the only game in town.
You’ve adeptly figured out what you’re better at that your customers really care about. Through an internal audit and customer research, you’ve figured out what you’re great at that wows customers and gets them to chat about it.
Take Jeni’s Ice Cream.
Jeni’s has created a new category. It’s more than ice cream. It’s an experience. They start with milk and cream from cows that eat grass. Then they add fresh and funky flavors that often haven’t been seen together. How about a scoop of goat cheese with red cherries or roasted strawberry buttermilk?
A category of one.
Jeni’s set up their retail stores just like any other ice cream shop. Yet the experience is entirely different. Why? Because they understand that you’ve never had pistachio and honey ice cream or riesling poached pear sorbet, so their experience is all about trial. Staffed to spend several minutes with every customer, they are perfectly happy explaining each wild flavor with you and letting you try several until you find the one that tickles your insides. After that experience, you’re less bothered by their “full price,” and more likely to mention the flavor and experience to a friend.
Why you?
Do you know what your customers think is special and different about you? Can your staff members consistently and concisely explain why people need your brand? Not sure? Perhaps it’s time to step back and do some homework.
Editor’s note: Laura Sheridan, President of Viva La Brand, was recently selected to be the Brand Blogger for Crain’s Cleveland Business. http://www.crainscleveland.com/section/blogs/
