Do you remember when grocery stores stocked aisle after aisle of brand name products? We grew up with well-known products like Del Monte or Green Giant canned vegetables. Campbell’s soup was a standard in our home when I was growing up. Branding was, and still is, an important part of successful marketing. it is critical that you understand the importance of branding as the basis of your small business marketing plan.
Then, one day ‘generic’ products packaged with boring, black and white labels showed up next to our favorites. No pictures of fresh, enticing contents of the canned goods. Just that plain black and white printed label that stated little more than what was in the can: peas, green beans, corn. Generics provided less expensive, alternate choices for shoppers. The generics were virtual unknowns when it came to quality. But, they were cheaper and easier on tight food budgets. So, what the heck, people added them to their shopping carts.
When you make a meal for someone special, or for a special occasion, you want everything to be perfect. Rather than chance using generic products with their unknown factors, you opt for the best, a well-known brand. That sure thing. You want your salad or casserole to be colorful, appealing and appetizing for your guests — a culinary work of art. Having bright colored, nicely shaped, and cut vegetables to add appealing color and superior taste is important enough to justify the additional cost for name brand peas or carrots. This is why the importance of branding comes into play.
Why the importance of branding is critical for small businesses
Branding is important when it comes to defining products and establishing expectation levels. You know what you can expect from Del Monte or Green Giant that makes them worth that extra cost. The peas are fresher, greener, plump and all a similar size. The carrots are uniformly cut and brightly colored. The taste will be superior to the generics. The extra cost is worth that higher quality to impress your special guests.
‘Generic’ products involve unknowns when it comes to exactly what will be found in those cans. They are cheaper for a reason. The quality is generally a bit lower than the name brands. The flavor is often not quite as good. The shapes and sizes are not as consistent and the color a little less appealing. Quality is less perfect on a number of levels. But, the costs are less. Generics are just ‘peas’ or ‘carrots’ or ‘beans’. They are commodities. Nothing special, but they fill a need for some shoppers.
How major corporations leverage the importance of branding
What makes branded products like Delmonte or Green Giant more appealing? Why pay more for ‘the same thing’? In reality, generics and branded products are not the same. The basic products might be the same, but the quality level is quite different. The vegetable shapes and sizes are more uniform. Colors are more intense and visually appealing. Even the packaging is more appealing: colorful images of fresh, healthy vegetables vs. bland, generic black and white labels. Advertising vegetables grown in a special valley under the watchful eye of a jolly green giant told an appealing story vs. a complete lack of advertising the generic products. Branding is a worthwhile investment.
Consumers are quite willing to pay more for a well branded product. Develop your own brand to set yourself apart from the competition in your industry or your region. Stop being just one of the crowd — a commodity — and rise above others offering the same or similar products and services. Which would you rather be — Del Monte or generic? Get on the road to becoming that special something that will attract the right customers to you and your business.
