When it comes to value, there’s no one size fits all. Ask the same question to two people and you’ll likely get two different answers. Yet, keep asking the same questions to enough people, and you’ll invariably start seeing some overlap.
It's in the overlap where opportunities for a brand lie.
By exemplifying our audiences overlapping values in our communication strategies, we're better able to speak in a language our audience understands.
If our brand sells woodworking tools to industry professionals, we may want to exemplify how fast and reliable our tools are. And that by using these tools, industry professionals will get more done in a day, making them more money. If we’re targeting hobbyists, it’d likely be more effective to communicate that a single tool gives them the freedom to create anything they want, saving them time and money.
It’s not a trick, it’s a signal. A signal to our audience that what we offer is for them.
We’re not building a brand for everyone, but we’re building it for someone.
There are two things every brand needs. Does yours have them?