When I buy toilet paper, I don’t look for the best packaging or logo. I grab the gigantic 6,000-roll pack and call it a day. Toilet paper all ends up in the same place and performs a function that obviates the need for great design and swell packaging.
When I buy staples, I don’t check to see if there’s a mascot on the packaging or if they’re the new Version 2.0 variety. Staples are staples and individuation amongst types and brands means nothing to me.
For such items, branding isn’t really that important. We want 6 billion staples for 12 cents and we don’t care what’s on the box. We want 6,000 rolls of toilet paper for $1.99, regardless of whether or not the package features a talking antelope. As long as the packaging doesn’t have razor blades or dead babies on it, such items are a guaranteed sale.
But you’re not a toilet paper company, are you?
No, you’re not. You sell consulting, or ebooks, or blog posts, or websites, or logos. You do something that, because of your personality and skills and talents, nobody can get anywhere other than from you.
That’s why you need a brand. And that’s why you don’t have to reduce your prices down to a six-pack of toilet paper.
You’re not selling something I can get from any store.
You’re selling something I can only get from you.
3 Comments
Well, not to be too contrarian, but y’know those awful colored staples are flying off the shelves… I fail to see why. This is like caring whether your checks or your stamps are pretty (sending $$ to someone else, who cares what it looks like!). I guess innovations are possible even in the most boring places.
I totally agree with the post, though. Figuring out how you, uniquely, benefit a customer, is tricky but critical to spreading the word and growing your business.
Great post!
Regards,
Kelly
Kelly -
That’s actually a good follow-up to this post, about the colored staples I mean.
If a product is as prevalent as staples and TP, that’s where you see a lot of gimmickry come into play. You can’t really brand staples into popularity, but you can make them “fun” by adding color.
Likewise with certain automobile companies. They don’t have the bankroll to create something really incredible so they add more gimmicks. Like 16 more cup holders.
Yup. Love my 16 cupholders. And speakers in places I’ll never hear them, too!
Until later,
Kelly