Skip to main content

Unique and Valuable

Imagine a product that is very unique but does not have any value for anyone. You might agree that this product would not be worth much. Now, think of a product that is very valuable but not unique, then the product would not be worth much either because a lot of competitors produce the same product and there is an over-supply, which causes prices to plummet and margins for the producer become only sustainable for mass production.
In other words, a company has the best selling proposition when its products are unique and valuable to the customers.
The same is true for brands. A brand will need to be unique and valuable, so people feel drawn to the brand.
It is remarkable that big brands have figured out their formula for brand success and are constantly developing their brand to stay relevant. So, it is no wonder that big brands become bigger over time.  Brandz.com analyzes hundreds of brands and creates an annual report for each country and for the world. These reports show annual percentage increases of the 100 most valuable brands each year in the double digits. You can read the entire report for 2018 in below window and in full screen. http://brandz.com
What is also remarkable is that bigger brands always outperform every index there is in every financial aspect. The report shows clearly that branding is the key to a successful business.

------------------------------

Comments

Popular Posts

12 Lessons Learned From Steve Jobs

The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I  summarized these 12 lessons in this post.
Experts are clueless, don't listen to them if you want to create a new product sub-category.You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts.Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not.Real entrepreneurs don't compete on price. (Price vs. Value)  Value…

Forbidden Branding

I grew up in Europe in a country next to a very small republic called "German Democratic Republic" GDR. There was nothing democratic about that country, it was a dictatorship and economic development was non-existent. 
Because we had relatives in the GDR my family was allowed to visit once a year, so we crossed the Iron Curtain a few times before and after The Berlin Wall came down. The city we went to is called Jena, a small town located about 100 miles south of Berlin. 



What I witnessed then left a deep impression on me. I was a teenager at the time and I only understood later what I saw then: a country where brands had been completely suppressed

This experience has given me my motivation today to help businesses distinguish themselves and create value for their customers. This is what branding is all about: being unique and creating value. Can you think of brands that fall into this category? You might wonder how your brand compares. 

Building a unique and valuable brand is…

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…