Branding: Because I love it!

Today is the day: you finally have saved enough money to buy a new car and you will make it happen today! You get ready to go and get it. You know exactly where to go, you know the type of car – hey, you are probably even a friend of the salesman at this point. You sit down and sign the contracts of your brand new car and you are oh so happy to have spent more than a year of savings on your new… (fill in the blank).  If I knock on your door right now and I ask you for the same amount of money and I give you cute pictures of a new car (let’s call it “Atheneus”) will you have the same happy experience? Do you honestly believe that you will feel the same sense of achievement? Would you sign a contract with me for 24 monthly payments with ridiculously high interest? You probably would laugh at me and kick me out of your house and then call the police to report a mental patient on the loose.

So… why do you feel so happy after spending any amount of money on a promise? And forget about the “Atheneus”, you can think about any other product out there that you have purchased before. Think about your smartphone for example; it is just a phone. Why did you pick that specific brand? Why not the other popular brand?

When I ask this question of some consumers, and after giving them a long list of things that their phones can’t do and that the other brand can, they usually get very upset and scream at me “because I love it ok!!?” None of them have ever given me a valid reason for purchasing a specific brand. If you are one of the few that really understand the technical information and purchased it because of it, consider yourself among a very small crowd.

There is nothing wrong about choosing one product over another and feeling happy about it, no matter the amount of money spent.  This is the way a good branding strategy works, and it doesn’t have to be the best – you just have to “love it” and the rest is done, and you will work as a walking/talking ad for the company.

At Twelve12 we know just what it takes to develop an effective and successful branding strategy for your company, so don’t waste any more time! Give us a call today, because at Twelve12 we have your Orange County Branding needs covered.

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