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Marketing is more successful if you
can build your business into a strong recognizable Brand rather than it being just one of similar Products. Distinguishable brands like Nike, Johnson &
Johnson, L’Oreal, BMW and Mercedes offer the consumer a “certain something”
that other like products don’t. The key is finding that “certain something”
that exists within your business, and communicating it to your target market.
EXPLORING MICA WALLCOVERINGS
Nike is more than a shoe, it
BMW & Mercedes are not just
cars, they imply status and luxury.
Johnson & Johnson are not just
baby products, it promises care and nurturing.
L’Oreal implies superior results.
Brand VS Product - which are you? A
Brand is unique, and can't be copied. A Product is just one of many. To be a
Brand you want to differentiate yourself from the rest of the pack. But if you
think offering "great customer service" makes you a Brand, think
again. I would guess that 98% of businesses offer great customer service. You
have to dig deeper; think more creatively.
I AM MY BRAND SO I USE MY PHOTOS OF IN MARKET MATERIAL
A product is a thing; it can sit on
a shelf and be copied, while a Brand is an intangible, making it even more
difficult to put your finger on and establish brand identity. A Brand, once
established, is recognizable, creates a relationship with customers, and lives
in the mind. It can be imitated but not copied.
Like a Brand, a Product has features
and benefits, but begins to lose ground dramatically when discerning value and crafting
its personality. A Brand offers values unique to it, and elicits emotions. It
has its own personality with features that may include reliability, leadership,
innovation, luxury, superior, trust etc. Should a Product have any of these elements,
they are not made identifiable to the consumer as with a Brand.
Branding resides in the core
identity of what it stands for which includes perception of a promise to
perform and conveys trust. It answers the question “how does ______ make me feel?”
Marketing involves more than promoting
a product or service. A successful marketing plan looks to discover and develop
Brand elements of the business, and brings that image with the relevant
emotions and personality to the consumer.