By James Hammond
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Additional resources for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
Remember, it’s the product/service features, tangible beneﬁts and emotional beneﬁt of the product or service along with the total experience of dealing with your business that keeps your brand in the mind of the customer. A lot of marketing ‘gurus’ throw the baby out with the bathwater and focus attention only on the emotional side of the product. It’s cute to promote the message that ‘all you need is love’. But that’s not how it works. So let me emphasise again: you need to communicate to your customers all three aspects: features, tangible beneﬁts and emotional beneﬁts.
What do I mean by ‘features’? Marketing expert Philip Kotler says that features are ‘characteristics that supplement the product’s basic function’. In other words, features are attributes of a business, service or product. They are, in essence, what a thing does, rather than what the customer beneﬁts from. They will also include the physical components, dimensions, colours and shapes of a product. In the case of a service, they will include the ‘hard’ systems and processes used in the delivery of the service, such as logistics, order processing, invoicing and so on.
The pack was tilted back with the spout open and salt running out. The visual, of course, was to show that Morton salt wouldn’t stick in the container in wet weather. ’ Today, additives enable all salt brands to ﬂow freely, so you can’t even attribute Morton’s market share to product differentiation. The fact is, Morton is the preferred brand because of what it means in the mind of the consumer. ‘But’, you protest, ‘I’m in a business-to-business market. ’ So what? All this means is that you have to inﬂuence more people at the same time.