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Commodity or Brand?

The most fundamental question business owners should be asking themselves is: “Am I looked at as a commodity or a brand?” The answer to this question makes everything in business easier.

Unfortunately, many business owners do not know to ask this question, let alone, know the real answer. Most business owners believe that they are a brand and that they are different than their competition, but they are often too close to see through the public’s eyes.

Not sure if you are a brand or commodity? Consider this:
• You celebrate having the lowest price
• You get your business because you are the most convenient
• You believe you have the best customer service
• You have lots of competition
• You target everyone

If this short list describes aspects of your business, you may be viewed upon as a commodity through the eyes of your customers.

This means:
• They see no difference between you and your competition
• That they have no deep feelings for you
• They come to you because you are convenient, cheap, or nice

The problem with this is that there is no brand loyalty developing between you and your customers. It’s just a matter of time for competition to start mattering to them on a deeper level… and they will leave you without a second thought.

Just because you are a business,
does not make you a brand.


We are a strategic brand agency located in Barrie and Toronto Ontario, focusing on spreading our passion for branding within Toronto and the GTA. We love working with small to medium sized businesses looking to brand or re-brand their company. We also love working with entrepreneurs who are passionately shaping our economy with their innovative visions for our future. If you are an entrepreneur, a business owner, or a marketing director, we’d love to work with you on your brand strategy and discover ways to heighten your consumer’s experience. Our Discovery Session and our Define Before Design® strategic brand process has been developed for you.
Shanna Dennis

Shanna Dennis

Brand Consultant

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