Commodities are common, like the root word suggests. If you, your company, your products or services are perceived as common, then you are stuck in a price-driven marketplace. It can be difficult to break this cycle, but it’s not impossible. The key to this principle is to change from a commodity to a Brand.
Brands are driven by perceived value. Even if your products or services are not the lowest-cost in your market, even if you’re the most expensive contender, a brand sets you apart. We’re not just talking about clever jingles and snazzy logos. A powerful brand sells your characteristics, your philosophy, your quality. A powerful brand can change perception, and this can change your company’s financial reality.
One of the most powerful changes in your marketing is when you realize…and convey…what makes you and your products or services stand out, and take them out of the realm of comparisons to other “commodities” that are similar (but do NOT have the same value for your Ideal Client!)
