Why I Love My Levi's Jeans

by Aaron Altscher | March, 12 2008 | 2 Talkbacks(s)

Summary
Did you know that the thirty most valuable brands in the United States were developed before 1900?

Did you know that the thirty most valuable brands in the United States were developed before 1900? That’s right! These companies survived amid decades of vacillating trends, tumultuous economic periods, world wars, booms and busts, various political and social revolutions. What was the defying quality about these companies that have created a timeless sense of brand awareness? It is all about discovering one’s unique position in any given market and really selling to that. It is probably the single most important component to a small business portfolio, however, often times it can be overlooked.

Discovering your companies best brand attribute is a rigorous process but also an enlightening one. It is important to take the time to understand what it is that will inspire your target market universally. Buying anything can be a very emotional process regardless of how significant in value. Therefore you need to develop your branding message to tap into the psyche of your buyer. For example, you should always capitalize on an opportunity to position your product ahead of your competitors.


Many small business owners fail to seize opportunities to out position their competition. Id like to share a very simple example of applying this method to effectively branding your product Three months ago my girlfriend was selling a brand new silver colored ipod. She decided the simplest way to sell her product was to list it on Craigslist.org which is popular, free online message board. She initially listed the item as “Ipod for sale for 150.00”. Bear in mind, there are hundreds of the same exact listing with the same exact product that she was selling. There were so many others identical to hers that remained unsold. She clearly needed some help with defining and executing her message. She and I sat down and I asked her the simple question, “why would you buy this Ipod over the other hundred just like it? Like many small business owners, she had trouble answering this question with any real conviction. We thoughtfully examined benefits and evaluated what she had that would distinguish her device from the competition. Although the function of the ipod was exactly the same as all of the others, we determined that the color was unique and different. The posting went back on Craisglist.org as “Ipod for sale $150, hard to find color”. As a result of creating a unique feature about this product, the ipod found a new owner in 24 hours.

We often times overlook the importance of what message are brand is sending. Like this example, its easy for small business owners to identify and market their unique features and brand attributes. These companies who are able to accurately identify these features and attributes will see improvements in customer loyalty and brand recognition. These elements are crucial to positioning a product so it sells better than its competition. So whether your selling an ipod, services, or a pair of jeans, Pay attention to what message your customers are receiving about your business and your products.