Business proprietors and solo practitioners frequently appear at first sight frustrated when their service is viewed as an investment, virtually interchangeable with other people. So how can we, as providers, get free from this quagmire? How can we make sure that our prospects can distinguish our services from the rest?
One critical factor is brand image. Everyone knows it isn’t always just how much something may be worth but exactly how much people think it’s worth. Think about the beauty industry in which a cosmetics company will put $3 price of facial cream into $10 price of packaging and charge $100. Should you have had told people two decades ago that people would really be having to pay for canned water, they’d have chuckled.
So why do we pay reasonably limited for brands like Starbucks and Perrier? Obviously, their method is better plus they provide us with a much better experience. However, it is also simply because they have simply told us the way they be more effective.
How’s it going different?
Acknowledge that perception is everything. Your customers wish to comprehend the variations but might find it confusing. Instead of emulating your competition, figure out what benefits you are able to offer they do not have. It is your responsibility to exhibit just how you’re unique, various and better.
What sets you apart? Could it be your personal abilities, training, industry understanding, expertise, experience, use of special sources, proprietary processes or simply plain understand how?
How can you change perception?
In plain British, let them know. Toot your horn. After you have created a obvious and sustainable competitive advantage, drive it home with the proper brand message. Communicate frequently with clearness and consistency.
Use from people whom they are fully aware, like, and trust. We trust companies we all know and thus to produce value, make certain others know you. An accepted brand may be worth more. That is what we mean by brand equity.