Good Products and Services Alone Don't Build a Great Brand

Often over the years, when I speak with business leaders about marketing and associated functions, they mostly only want to focus on "pushing" products or services. "Tell the world our products are the best." "It's faster, it's more efficient, it's better than anything that the competition has.." - If I may paraphrase a few. This marketing approach usually is a losing proposition in the long run.

Image copyright is owned by Adrian Heng

Yes, there have been some great campaigns that launched products that changed the market. But those are really few and far in-between. Because truth be told, to the consumer, many products at their basic essence, seem quite similar. And the next time the competition comes up with something new and nifty...

The reason that consumers often gravitate toward certain brands over and over, is because those brand values resonate with them. Brands that effectively communicate values that spark the consumers' interest, passion, desire, emotion, empathy, and inspiration.. and follow through with that value in their business, just generally do better.

If you stop and think about it, yes, Apple does run ads on their products, but a lot of their ads communicate the message of making the world better and enjoying the adventure, while making the best products. Nike doesn't talk about it having the best shoes or apparel. Many of its ads celebrate great athletes, sports, and encourage you to live a better life. Coca-cola doesn't make the claim that it's the best drink in the world.

So next time you start thinking of raising awareness for your company and its products, consider taking the opportunity to communicate a value, or values, that resonates with your consumer. It'll be worth it.