Using Brand Models to Elevate Value In Your Business
1. Chose some of the brands you most admire. Ponder their perceived value, their track record, their overall vibe. Try to think of 5 and write them down on paper.
For me... I came up with Mailchimp, Mac (even though I don't own one yet. I am converting one day!), One Hot Cookie, Athleta and Gorilla Glue.
2. Now think about the emotions and feelings that are invoked in you, when you think about the five brands you chose? List them on paper by each brand.
3. How do these brands make you feel? How do you feel about yourself when you experience them? When using these brands how do you feel others perceive you?
When I use a mac, I feel extremely professional and that others perceive me as a real pro as well.
When I look at Athleta's catalog, I see healthy women as opposed to anorexic ones, and I feel part of a healthy, fit women's revolution, when I pour through the pages.
4. Now look at the website and logo of the brands you listed, are there any design or visual elements that appeal to you? Be very specific as you list these.
5. What kind of positioning do they have in the market? How are their prices positioned in the market?
When looking at Mailchimp's position, they do not make you lock into a contract, which is very appealing, for a small business. However they are not underpricing themselves.
6. Now think about how you can use "brand models" to inspire your premium brand position. What three action words, practices or insights can you immediately apply to your art or craft business?
This exercise is an altered version of an exercise provided in Marie Forleo's Online Virtual Business Master Class.
I am constantly reading business & marketing books and taking the next best class, seminar or workshop... so that I can provide the most current, cutting edge and up-to-date materials to my clients. The more I learn and know, the more I realize there still is to learn!
It is true for all of us that learning or mastering a skill like business and marketing is never done! There is always more to learn and know! Enjoy the process and let go of perfection!
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