Tactical Thursday: Decommoditize Your Brand

Video TranscriptionTiffany Sauder: Almost everything today that we sell or do is a commodity in some way, shape or form. Inbound marketing and content marketing have become more and more competitive as more content is created. I feel like the bar to be spectacular and to really break through the clutter is becoming higher and higher and higher.So for brands to really stick out and to not only capture the attention of the audience but retain it, we really have to be pretty incredible as marketers. And what I’m seeing happen a little bit is a disconnect in company leadership’s desire to be amazing – because we have seen these incredible brands around us that have been achieved – but really not an investment in the time horizon that it takes to make sure that you’re creating a brand through a marketing lens and through an operational lens. That creates a distinguishable and discernible difference.Think about something as simple as a hotel, right. It’s nothing but a bed and a pillow. That’s a commodity; you can find that in so many places. But things like the Ritz Carlton, Four Seasons, they wrap these amazing service experiences around it that have us paying four and five hundred dollars for something that’s really nothing more than a commodity.So think about how you as a business can decommoditize yourself. Maybe not in the product in what you do, but the way in which you deliver that thing or that service to your customer.