Lucky for you, branding isn’t as hard as you think is.
The reason people shell out cash for Apple goodies, a seat on Southwest Airlines, or $5 for a cup of below average tasting coffee from Starbucks, isn’t because of some magical marketing formula they all use. They’ve branded themselves perfectly to what they are trying to sell. Southwest doesn’t have first-class seating, Apple doesn’t have a ‘low cost’ solution, and you can’t walk out of Starbucks with a drink for $1, and there’s a reason for it.
To an outsider this phenomena can be overwhelming, how do they get people to look past price? More importantly, how can you mimic it? How can you copy the success that Apple or even a five-star restaurant has? Normal people aren’t leaving reviews on the restaurant’s Yelp page exclaiming, “Why would I pay $50 for your burger, I can go to McDonald’s and get one for a buck.” The answer? Branding.
Start doing something to establish who you are. If you’re premium, explain that in your actions. Want to charge $100 for a quick men’s haircut? Make your customer FEEL like they’re getting $100 of value from you. Annoyed when your customers shop around? Show them that you’re THE expert in the area. So when they ask “Why do you charge more?” You can confidently answer. Or when they ask, “Why are you cheaper?” You can boldly explain how you’re changing the market place. It’s simple, so stop getting beat by people doing it accidentally better than you. Start doing it with intention and we can start bragging about how your success seemed accidental.