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What You Got, Baby I Want: Discovering your value

You just can’t listen to Aretha sing R-E-S-P-E-C-T and not jump up off your chair and boogey down. “What you want…baby I got…what you need…”

After I quit movin’ and groovin’ and got back to work, I was thinking about that message. Do you put your brand value out there loud and proud to get some respect? Are your customers clear that you have what they want and need? Do they think, “What you got, baby I want?”

Brand value is more than products you make or service you provide. It is how you fill a void customers didn’t realize existed until they experience it being filled. It’s how you make them feel (Listened to? Respected? Recognized? Fulfilled? De-stressed?). It is anticipation and satisfaction. It’s making them feel appreciated long after the sale.

When Steve Jobs and Apple put “a thousand songs in your pocket” with the first iPod, they filled an unrecognized and unmet need. The way people get, discover and listen to music has never been the same since.

Where do you provide value? You may discover value you take for granted if you do this simple exercise: Start a feature/benefit/value list.

Sometimes the value is intangible, but very real. Brands are built on emotion. Remember the Michelin tire ad with the baby sitting in the tire? They aren’t selling tires to babies. They are selling you on feeling good about being a great protector of the family.

Make sure your brand messaging helps your clients see your value. Then, put on some Motown, shake your groove thing, and start singing, “What you want, baby I got.”

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