Every time your customer touches your product he or she has an emotional connection. And that connection will be positive, negative, or indifferent.
The true value of your product isn’t determined on price. Not on repeat business. It is determined on perceived value. The price on the package or on the wall will help to rationalize the decision to purchase the product, but it is all the intangibles that make your customer willing to slide the card. The emotional investment is where the most value is created.
I have been struggling to create the brand message for a company that is turning 20 years old this year. They are a leader in their niche in the automotive aftermarket, and they have repeat customers. But the little intangibles make these and first-time buyers hesitant to say yes. They want incentives. The expect to be rewarded for forgiving this great product for letting them down on the little things. And these little things are what makes defining the brand authentically my struggle.
For example: Does the packaging say best in class? Are the installation instructions clear, concise, and available in the media they are using? And, ultimately, does the product application and warranty eliminate uncertainty when it’s time to click “buy”?
Our customers can go to someone and get what we are selling for half the price, but customers whom purchase appearance products place a premium on the details.
Price and value are built on the story we write in the details. What story do you want to tell?