One of the key questions that I get asked ALL the time is: How do I build a brand that attracts clients and commands premium pricing? I mean, we live in a world that is absolutely filled with competition in every field we can think of. So, is there a way to really stand out from everyone else? Is it possible to attract clients and command premium pricing even if you’re just starting out? Here are 5 steps to do just that:
- BE THE BEST: You have to do everything in your power to be the absolute best at what you do. Yes, there’s always going to be someone out there better than you, but that shouldn’t really concern you at all. What you should care about is making sure your business has the best quality, the most incredible value and that you’re continuously making an effort of improving your experiences and processes. Does Starbucks sell THE best coffee in the world? Not necessarily. Do they thrive to be THE best coffee shop? You bet they do.
- BE UNIQUE: I’ve talked about this before many times. We live in a world where there are billions of people out there. However, there is only ONE you, so you want to make sure you can use that to your advantage. Your brand and business is built around the values that you bring to the table. Don’t think that applies to you? Tell that to Steve Jobs and Richard Branson. They’re huge brands whose values and vision are intertwined with the story of their creators.
- #GIVEMOREVALUE: Make sure you are capable of delivering something special that goes beyond the product or service that you sell. Remember that in the end, people really only care about what you’re capable of doing for them. So, make sure your communication is focused on the value you’re creating and the problem you’re solving beyond what you’re selling. Making this shift in how you talk to your audience will be able to set you apart from everyone else. MasterCard doesn’t sell credit cards, they sell priceless experiences. That’s what sets them apart from everyone else.
- COMMUNICATE: Once you have determined what makes you unique and build an incredible business, you want to make sure your message is aligned in every single platform and touchpoint that your audience has with your brand. Putting out a random independent message that doesn’t leverage on your uniqueness and how you’re creating more value, not having a logo that looks AND feels like your brand, and having a website that doesn’t communicate who you are will do absolutely nothing for your business and will maybe even hurt your marketing efforts. OUCH!
- BRANDING: When your brand is capable of reflecting who you are, what you do and the value you provide while taking into consideration who your audience is, people simply get it. It’s simple, when your logo and look + feel are done by someone who is really capable of building your brand, it will attract clients immediately.
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