Speaker, Coach and Business Strategist Doug Rawady gave a very informative presentation during the Association of Design Education (ADE) Annual Conference. Doug is a very dynamic speaker who shared with us the secret to creating a Dominant Market Position by building a "Killer Brand".
Most of us in attendance were small business owners and his advice couldn't possibly have come to us at a more appropriate time. We learned that during these tough economic times, we REALLY need to make ourselves stand out from our competition. We need to make sure the product/service we're offering is absolutely irresistible to our target audience. We need to create what Doug refers to as a "Killer Brand".
As I watched Doug's intriguing video "The Commoditization Conspiracy" I realized, this is information HOME SELLERS really need to hear! We're always telling our sellers to treat their home sale like the BUSINESS transaction that it is. But it seems that houses have way too much emotion attached to them for this to be possible, and that's a shame.
It's a shame that so many home sellers insist they don't need to try very hard to market and/or "package" their own [extraordinarily expensive] product. It's a shame that they don't realize what a huge mistake it is to expect TODAY'S savvy home buyers to "use their imagination", see past their home's obvious flaws and expect buyers to understand that homes are "lived in" - so deal with it.
It goes beyond my comprehension that more time, effort and money are spent marketing non-essential items like toys and chewing gum than most sellers spend on marketing and packaging their house - THE most expensive item the average consumer will ever purchase in an entire lifetime!
Business owners, service providers AND home sellers alike - heed the advice of my friend Doug Rawady. When it comes to marketing your product, your service and ESPECIALLY your house, make your "brand" so incredibly special to your target audience that it makes your competition absolutely IRRELEVANT.
By the way, "branding" has little to do with logos and/or the company you represent. Your brand is all about YOU, your service, your product and how they are KNOWN in your marketplace, how you're identified in your niche. It's what makes your service and/or your product, truly unique and worth EVERY dollar you expect your clients/customers to pay for it. Putting a little time and effort into developing a "Killer Brand" - Priceless - and don't worry, it doesn't have to be expensive.
What's the alternative? You can always be one of MANY faceless, nameless, generic competitors in an extremely crowded marketplace who's only chance of getting noticed is by being the LOWEST PRICE. Knowing that there will ALWAYS be someone willing to undercut your price - is that a game you want to play?