 Find Out Why the Devil Wears Prada: Create Your Company's Brand
The movie starring Meryl Streep was set in the high-priced fashion world of Prada, Armani, Dolce Gabbana, and others, all spelled M-O-N-E-Y. Watching all the fur, leather and haute couture may cause those of us who are not part of that world to wonder why anyone would pay thousands for a purse and other high fashion. While craftsmanship is part of it, it’s not all.
Customers don’t buy products. It’s the company’s story, the connection, and the belonging that the brand ensures that convinces customers to hand over their money.
People who frequent Starbucks aren’t out to pay high prices for coffee. They want to belong to the Starbucks “club” of discriminating, sophisticated people with good taste.
Athletes and weekend warriors both choose Nike because they identify themselves as winners, folks who have the guts to stretch their skills and abilities.
A hotel manager answers her phone with “We make it a great stay everyday.” Isn’t that the most important thing we want from a hotel? Aren’t we often willing to pay more for it?
Trader Joe’s doesn’t have customers; they have fans who want to be entertained and educated about what they eat, and at affordable prices.
How do you identify yourself? What is the one thing you want to be known for? People enjoy being members of what they perceive as an exclusive group.
What is your Unique Selling Position? What do you do better than any of your competitors? Some companies are set apart for offering the lowest price, others for offering fast service or the widest selection. What sets you apart?
To help determine your brand you must
- Identify your target market. Which segment of society do you serve?
- Analyze what your company offers best. Enlist the aid of friends and customers in telling you what do best.
- Try out your brand on your customers. Some customers will not be right for you when you narrow your focus, but other new ones will discover you instead.
- Develop your marketing plan around this brand you’ve created.
- Repeat your brand consistently in all of your communications, from the way you answer your phone to your stationery and invoices. Place your tagline with your signature in every email and posting on blogs and message boards.
The Devil wears Prada because it shouts success, and is what a professional at the top of the fashion world is expected to wear.
Develop your brand and your target market will be drawn to you too.
About the Author
Flora Morris Brown, Ph.D. is a Professor Emeritus at Fullerton College, educational consultant, gift basket expert, writer and professional motivational speaker. From her websites, blogs and newsletters she motivates small business owners and gift retailers with sales-generating ideas, marketing tips, design ideas and business success strategies. She is mother of four and grandmother of three. When she's not traveling she enjoys her home in Anaheim, CA. |
