The days of mass production are over. They have been for a while, but it has taken some time to impact all of us. But now, there is no escaping it. We are living in a world of mass customization. It makes no sense to aim our branding efforts to large groups of people.
As buyers, there is an internal need to find the right solution, just for you. The product or service that will give you exactly what you want. We don’t settle for what’s available at the closest store. We go digging. We take pride in being an individual and not part of the crowd. We enjoy being different.
We search online, we read reviews, we watch videos, and we reach out to our connections to gain trusted insight. We look for products that make us feel better about ourselves. It represents us. It defines us. It tells people, “Hey, this is the type of person I am.” We don’t buy the product or service. We buy the emotional connection to the purchase. We want to find the perfect (customized) solution for our needs. We don’t mind waiting for it, or spending more for it either. We buy brands… not commodities.
As business owners today, you must ask:
“Are people connected to our product or service because we make them feel better about themselves?”
“Do we offer something that helps define our customers?”
“How can we make our customers proud to buy from us?”
“Are we selling a brand to individuals? Or a commodity to the masses?”
We are all online, figuring stuff out for ourselves. We have Grandmothers chatting on Facebook and we have 15 year old’s knitting socks. We are all individuals. (Proof can be found through our own social media channels). We all want to be seen for our own beliefs, values, skills and accomplishments. And yes, our purchasing decisions are a huge part of who we are.
Every business owner must realize that people are not buying their product or service. They are buying a reflection of who they are.