What do you really buy when purchasing a product or service?
When you engage with a brand, you are essentially “buying” one or more of your own values embedded in the offering. For example, you may purchase FedEx’s shipping service, but what you are really “buying,” among other things, is the emotional benefit of assurance that your package gets there on time and in one piece. After all, you are a “reliable” person. FedEx is an efficient operation with an enduring track record. Its “reliability” directly appeals to you. In fact, its brand works like a mirror; you see yourself in it, and feel validated. In this context, let’s talk about Jeni’s tea (jenidoddtea.com).
The startup
Jeni is not only a tea-lover, but also a Certified Tea Master. Over the years, she followed her passion to hundreds of Asian tea estates renowned for their hand-harvested specialty teas. She would bring back rare samples and alluring stories of exotic places for a growing list of private customers. Inspired by this way of life, Jeni started a tea marketing business, and asked herself: How can I make it different, and what should its name be?
The process
When you work with a brand identity expert, you go through a number of proven strategic exercises to find the one most engaging value that customers seek most when buying tea. Is it tea from an undiscovered country? A better version of a tea that customers already love? A production method that brings out a tea’s complexity like no other? Sure, Jeni’s tea business could stand for any of these relevant and alluring customer values. But were they differentiating enough to set her business apart from a host of other players?
The winning strategy
Everyone who meets Jeni immediately learns that she’s a force of nature. Her personal brand is enlightening, upbeat, fearless and passionate. She transforms tea culture into a profound experience. Eureka! What her customers “buy” when they purchase her tea is a vicarious life of adventure, connoisseurship and spiritual fulfillment. With every sip, they enter her romantic world. Tea is a commodity. But only Jeni can be Jeni.
So if you are planning to launch a start up, or chose a gig-based business as a consultant, or even create a side hustle to your main job, it would serve you well to work with a branding expert. One who’s skilled not only in product, service and company branding, but also adept in personal branding, because the one-of-a-kind promise that most engages customers may just be you. I’m Vince Parry, and Parry Branding Group taught me this invaluable lesson.