How to develop a brand identity for your blog – part 12
Posted on October 4, 2008 by
Roy 
Online Branding 
1 Comment
If you missed my earlier posts of the series, here they are: Part 1, Part 2, Part 3, Part 4, Part 5, Part 6, Part 7, Post 8, Post 9, post 10 and Post 11. And here goes part 12:In my last post, I was discussing about the pricing strategy and branding. In this post I would continue with the topic.
In any business model, most important task is to understand the need of the target audience. To add to this, you can divide “need” in at least two sections - basic need and secondary need. For example, when you sell something to a customer, he needs the product and after sales service. Here you can identify the product as the primary or basic need and the after sales service as the secondary need. Now what does your target audience need from you?
If you are the developer of the product (the category 1 of the last post), your target audience would need both from you. And if you are just the seller of a product developed by another company, the consumer may not directly depend on you for the after sales service. As a sales outlet, your task is to offer the target customer the best solution to their problem or need.
Now, ask again, what does your target customer need from you? Do they need quantity or quality is their prime concern? It would be wrong if we say that general customers would pay anything even if they need great quality product. (It is a different issue if you have a monopoly in the market.) You must have a competitive pricing - and as far as branding is concerned, do not mark your product as cheap.
You don’t need to say that - you target market is smart enough to find that out. Focus your USP as competitive pricing rather than cheap.
Another important reason for not using cheap tag in your price is that people have some sort of apathy with the word. Whenever they hear the word cheap, they become conspicuous about the quality of the product. And more importantly, your brand becomes cheaper. Do you want that to happen?
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“Focus your USP as competitive pricing rather than cheap.”
Cheap. If you’re developing your product with this goal in mind, you will fail. As you’ve stated, competitive pricing is the task at hand, as well as a balance of quality and quantity. You cannot focus only on quality, for costs will be up and production of course be down. However, if you merely focus on quantity your product, and the customer, will suffer.