Brand Suicide or Brand Positioning?

My eyes widened as he stood up - his shirt was un-ironed, is blue jeans were inappropriate for the formal meeting, and he (ahem!) wasn't wearing any socks with his shoes. Ah well, perhaps I was being too picky?

We were a small group of trainers and training providers, discussing the contents for a couple of long-term programs to groom future leaders in large establishments.  I left that meeting feeling very, very uncomfortable, and the same day I called the project leader to withdraw my services, despite the loss of income :(  Why? Well, for 2 reasons really: 1) during the discussion the trainer behaved aggressively while positioning himself as a role-model; 2) the host had earlier referred to him as a junior trainer.  And here we were discussing how to groom and coach junior staff to think and behave strategically and competitively?  Something was misaligned, shouting Brand Dissonance!!!

Perhaps the trainer wanted to look and sound in ways which he felt would appeal to the junior staff, but, HOW would that move them up towards a higher level of thinking?  I had to consider being associated with that - if the client was dissatisfied, it would reflect badly on the whole team of trainers!  Brand Association is very important to naming your price. btw, the host confirmed my services for another project immediately although I declined this one.

Branding is largely about perception, and that is what customers pay high or low prices for - the value they perceive they will receive for their $, while repeat business depends on whether they are satisfied with your deliverables.  And it does help to get an objective opinion about how you are being perceived, so that your Brand Value is being raised or maintained.  What do YOU want to be?  A Wal Mart / Kopitiam, Harrods / Starbucks or something in-between?  Are you living out your brand?

If you'd like an audit of the Brand Image you are projecting, do call me at 6-03-21697704 or write to evelyn@atheneumgroup.net and I'll be glad to discuss it.

BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!

What's your price tag saying?

Hmmmm. That's an interesting pair of shoes. Nice colour too! "May I try these on in my size?" Felt sooooft and comfy too. And offered at a double digit price? "Where are they made?" "Paris! the sales assistant said confidently.

Hello???? That price considering the labor costs in the EU? If you had said made in Malaysia for export to the EU that would sound plausible. But made in Paris? At that price? Ummmm.

One of the most popular modules in my 'Branding' workshop is on Pricing Strategies as there are many aspects to consider before setting a price. Some offerings look to be of high value until they are examined more closely and vice versa too. Like it or not, a price tag sends a message in itself - even if it is an offer for a free service. Actually, if you realy, really want to capture customers who will bring you repeat business, offer a money-back guarantee and see how that goes down :).

But back to price tags. Customers do want good things cheap, but don't really expect that. So if something is cheap, the canny buyer will wonder if the sale is legitimate or whether the products are genuine, or even whether the seller is going to disappear without a trace; or if there is some other hidden agenda. They believe you when you have been at the same location or industry for a long time, or are known to someone whom they trust. That's Brand Credibility and is also where money-back guarantees play a part. (Personal branding also has an impact on closing a deal).

Perhaps you're wondering how YOU might build a money-back guarantee into your offer? Let's talk about yourproduct or service and work our what your customers will appreciate - you might even find that you are under-charging! I'd be glad to offer some insights - just call me at 6-03-21697704.

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!