Decades ago the word quality held weight in people’s minds. Ads used the word freely and consumers believed it. That’s not necessarily the case today. Simply saying that your brand represents quality isn’t enough anymore. Today, you need to prove that claim by communicating quality in your branding or it falls on deaf ears. That isn’t always easy.
Consumers have heard the quality claim from too many brands and businesses who didn’t live up to the expectations that claim created.
Therefore, don’t just say how great your brand is, including how wonderful the quality of your branded products and services are. Instead, prove those claims and show consumers that they can depend on your brand promise.
Craft compelling copy. Anyone can say they offer high quality products and services, but think about how the creative use of words could make that common claim more unique (and more believable). Just don’t be tempted to use pie-in-the-sky words to communicate the quality your brand delivers. Quality branding means being honest and instead of blasting your message of quality through a megaphone, consider using a more subtle approach. For example, rather than simply saying yours is the high quality brand, call your brand the premium brand. Use copy that refers to yours as the brand for “the most discerning buyer,” or the brand to choose “when only the best will do.”
Prove your claims. Don’t just tell people that your brand is high quality and better than competitor brands. Instead, show examples of your claims and demonstrate how your brand is better than others on the market. What features and benefits does your brand deliver that makes it so much better than other choices? You can’t assume consumers know what those differences are. You need to show them.
Use images to tell your story. Don’t use cheap images and photography (or no photos at all) in your ads, brochures, and signage. Using professionally-shot photos from your store, office, warehouse, and so on can help consumers see for themselves that your business matches its claims. If your marketing materials don’t look high quality, then no one will believe that your business is high quality.
Choose your brand focus and be consistent. If you’re trying to build a brand image and promise that is based on high quality, then all of your marketing materials and business communications have to support that promise. Your messages and activities have to consistently communicate quality and support that promise. Could you imagine a luxury brand like the Four Seasons hotel offering a promotion for 75% off hotel rooms through Priceline.com? It wouldn’t happen because doing so goes completely against the brand promise that people perceive for the Four Seasons. In order to develop a perception of quality for your brand, you have to focus on that quality niche and ensure all brand activities support that quality claim.
Details matter and consumers notice. Even the tiniest detail of your business activities or marketing initiatives that detracts from your brand message of quality can confuse consumers and cause them to distrust that message. From the paper you use to print business cards to the way you answer the phone, make sure everything you do supports your brand message of quality.
Most importantly, you need to understand how your products and services benefit consumers based on consumers’ wants and needs. They won’t be willing to spend more or choose your brand over other options based on an empty promise of quality. Instead, you need to clearly communicate how your brand helps them and makes their lives better in ways that competitors’ brands don’t offer. If you can make them understand the difference, then you’re on your way to brand and business success.
