Move more product.
Outline.
Have you ever bought a bottle of spring water? Spring water is essentially flavourless, the ingredient more or less the same (it’s only water after all) and all deliver the same simple benefit – quenching your thirst.
So why did you choose the one you did? What motivated you to buy ‘that’ bottle?
Price? Label design? The bottle? You saw an ad in your favourite fashion mag? Your friends were drinking it? You know a celebrity drinks it? You perceive it to be overall higher quality than the others on offer?
A generic product like spring water shows the power of a well positioned brand. Why Evian can demand five times the price of house branded water, and why you are more than willing to pay more for it. Their brand has sold you, and you feel better for buying it.
The benefits.
A well considered structured brand presence in any marketplace will most certainly increase product sales. Your profit margins off the same product can also be increased by positioning a product correctly, with higher perceived benefits at a higher shelf price.
To achieve relevance, and therefore increase sales, your brand must make it easy for your market to absorb your targeted message. You must build aspirations your product can fill and you must solve your customer’s urgent needs.
Identity and branding highlight the very parts of your product that make it great, and deliver it to the market to understand. A targeted brand acts like a best friend telling you about a product they just bought, and why you are missing out if you don’t buy it.
A handful of selected work is outlined in our case studies below to show you how Beng creates brands that connect, and we dissect the very core of their individual message to see how we do it.