How to Better Communicate Brand Value

Harley Davidson's brand is one of the most valued and recognized in the world.  Why else would many of its customers tattoo the company's logo on their bodies?  The reasons they do so has little or nothing to do with horsepower, handle bar configuration or the time it takes to go from 0 to 60 miles an hour. Harley Davidson's brand appeal was brilliantly summarized by Sam Hill and Glenn Rifkin in their book Radical Marketing.  They wrote that Harley Davidson represents "A lifestyle, a work of art and an emotional connection to a widespread and unique community."  If you ever speak to a Harley owner and ask them why they chose the brand, most likely their response will include the feeling they get when they ride their bike.

 

Feelings are more important than the number of finishes or handle configurations.  Value demonstrated is more powerful than value explained, because demonstrating how a new bath or kitchen will make your customer feel reflects the customer's dreams, solves their problems and makes them feel like they have come to the right place.  There's no doubt that customers need to know how their new power shower will function and the special features and benefits that aroma, chroma, steam and music therapies provide.  More importantly however, is how the improved functionality will change their lives for the better. 

 

Communicate the value you can bring to a project by relating the number of baths that you have designed and the profile of your typical customer.  Almost nobody buys even a pair of socks before checking on Google to see which pair may be best suited for their individual needs.  What is preventing you from writing product reviews on your web site for prospects and customers to read and evaluate?  Similarly, your web site and social media pages should be filled with satisfied customer testimonials.  Do you ask your customers to send you pictures and videos of their new kitchens and baths that you designed for them?  Do you take before and after pictures and videos of your projects and then post them on your website? If the answer is no, why not?  Showing is certaiunly better than telling.  Publish white papers, buying guides and budget calculators on your web site that showcase your skills and expertise. Did you know that DPHA has numerous buying guides for different product categories that you can add to your web site? They're free if you are a member.  Take the advice of Marcus Sheridan when he spoke at the 2013 DPHA Annual Conference and answer the questions your customers ask most often, starting with how much does a new bath cost.  Celebrate your relationships with different customer types, such as builders, individual homeowners, multi-family owners and managers and others.