Ever wonder why Florida-brand Oranges are better than oranges from California or Louisiana? The commercial indicate that there is a difference, so what do you believe? The sun is the same; the mild southern climate is the same; the water is the same; the fertilizer and soil conditioners are the same. So, the next time you are tempted to buy “Florida Oranges,” consider how you can improve your marketing campaign.
If you sell products in a highly competitive environment, you may feel that you have limited options to separate your products from others in the market. Keep in mind that your statements must be true and verifiable and your brand must offer something of value to your customers to be effective in selling more products/services. So, here’s some food for thought for companies that sell commodity items (shrimp, fruit, gasoline, socks, etc.)
You can “Brand” your product to stand out from the crowd. Alternatively, you can ask your industry trade association to create a brand for products sold by the trade group’s members. Brand benefits for commodities typically are based on the consistency in how you produce, deliver, sell, and/or support your products.
When you purchase Shrimp, do you know if they were caught in the Gulf of Mexico, the Pacific Ocean, or a Brazilian shrimp farm? Given the option, most people would you buy locally harvested shrimp over foreign shrimp…if the products were branded correctly. (Currently, there is an effort to brand shrimp with their origin so that customers have a choice.)
How is your industry helping you to differentiate your products? What messages do you promote about the unique value of your products? Do you deliver only “fresh” produce? Do you sell only items that meet a minimum size? Do you package your items in a way that keeps them from damage during shipment? Do you offer products “in season” only to ensure that they are not created under artificial conditions. Do you meet the needs of large buyers who demand high quality products? Do you rate your items as: a) High Quality, b) Standard, and c) Discount so that buyers know the quality of their purchases? Use the concepts of Integrity-based Leadership to help you identify the unique value proposition for your products and services, whether you sell socks or airplanes. That way, you can guarantee that your brand is valuable.
Are You ready to implement Integrity-based Leadership in your Company? Call us Today at (504) 780-9091. Let’s discuss your needs and where you want to be over the next year.