Alle-news header

Bigger is Not Always Better: Exclusivity as brand

AMOne-77

If you live in America, you live in the land of LARGE. For the most part, we prize size. Wide open spaces. McMansions big enough for an entire clan, even though we may have a small family. Super-sized meals. Pitchers of endless mimosas. All you can eat. Huge trucks and oversized SUVs. Teams of specialists. More, more, and more.

Businesses like to brand bigness, promote a plethora and entice you with extras. The danger with branding big is you can become a commodity, competing in an endless spiral of way-too-much just to remain large and in charge.

Contrarily, branding “less” can be more effective at driving your business. Selling scarcity, rareness and limited availability is a very effective way to create want. Customers compete to buy, to get their seat at the table. Profit margins rise. And, you will need to market smarter not harder to seduce the client.

Here are a few examples of how exclusivity is used to build the brand:

Exclusivity as brand relies upon building an esteemed reputation for being or producing the very best (or most unique) and delivering on that promise. It means your target audience is narrower. It requires your brand experience to be extraordinary and seamless.

Even if your product or service is not a luxury good, work of art or exclusive service, integrating some of the techniques of a less is more approach may take your brand out of me-too marketing and bring your business to a whole new level.

Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

Facebook linkedIn wordpressgoogle+twitterstumble uponPinterest

 


Next Issue:

TMI: Feeding not forcing your message

ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.

Want to comment or suggest a topic? Send me an email.

© 2016 ALLE Inc. All rights reserved.
ALLE branding marketing design, 1302 Waugh Drive. PMB140, Houston, TX 77019

 

 

Would you like to receive ALLEnews? It’s free, low calorie and will makes you look 10 years smarter. Click here to subscribe.

Do you need help to differentiate your brand?
Contact
ALLE

If you prefer not to receive future enewsletters, please click here to be removed from the mailing list.