Why Did You Buy That?

As my granddaughter and I breezed into Wal-Mart to purchase pajamas for an in-school pajama party, the first thing we saw (besides the usual greeter) is the Halloween candy selling for $1 and $1.50 per bag. They were selling no-name candy and brands that we all know and love such as Skittles and Baby Ruth. Did we reach for the no-name lollipops and taffy? Heck no; we snatched up the Skittles, Baby Ruth bars and Nerd packages. Why do you think we did that? The other candy was probably just as good and kids love sweets so they would have unwrapped it and gobbled it up regardless of the brand. The reason we didn’t reach for the no-brand candy is because we know that the Skittles, Baby Ruth and Nerds candies represents high quality that we have grown to love.

Then we moseyed over to the kids clothing area and begin to compare pajamas. Similar pajamas cost pretty much the same and they were all quite cute. I told my granddaughter to round up 3 sets of pajamas and that she could choose one. She continued to be drawn to the pajamas with well-known characters gracing the front of the garment. She also picked up a pair of pajamas that didn’t have a famous teenager on the front.

As I stood there watching the poor child trying to choose one pair of pajamas, I thought “Wal-Mart is no different from the companies and small businesses owners that I help and my granddaughter is not different than the customers than small business customers.” Or are they? Let’s see …

You have:

• A product or service that is every bit as good and valuable as Wal-mart products.
• You fix a problem or change the quality of life for your customers as much if not more than Wal-Mart.

You may not have:

• Consistent imaging (e.g., business card, website, brochures, leave-behind, product packaging, etc.)
• The deep understanding that you really are your home-based business’ brand!

And most importantly, what most entrepreneurs tend to forget or, sadly, never deeply establish:

A huge, non-wavering belief in what you are offering people. Everything Wal-Mart sells conveys affordable quality and much of what they sell is produced in the United States. You can do the same thing by forming a solid vision of who your ideal customer is, realizing what problem you are solving for them and reaching out to joint venture partners who will serve as compliments to your company.

Branding is an important component of your marketing campaign. It is imperative for entrepreneurs to gain the power of branding. You CAN have big business success no matter what size you are right now.

The next time you go to the store to purchase something, pause and consider this:

Think about the reasons you buy the things you buy from the places you buy them. Apply these reasons to your company and position your brand.

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