How to Successfully Brand your Company

Branding and demographics are two different things.  Pepsi markets young but their demographic is not young.  Jeep markets off road but how many people go off roading in Jeeps?  Not many.  And most people that buy Jeep's are moms, yet they specifically don't market to moms.  Moms and women buy the product because it's a feeling they get.  Why do you go to a movie?  It's the feeling you get watching it.  

The Starbucks Experience.  No matter what coffee you love, where do you get a feeling from? Starbucks or Dunkin Donuts?  How do you feel when you walk into a Starbucks?  How do you feel when you walk into a Dunkin Donuts?  Which place makes you want to stay and hang out?

People will pay more for an experience even if they products are identical.  Go above and beyond and you will be different.

We all know about The Disney Experience.  If you have a child and a family, you must get to Disney.  It's a feeling, and it's all about memories.  They will even pick you up from the airport and pick up your luggage and take it to your room.  An entire experience that costs quite a bit, but can you put a price tag on memories with your kids?

If you have a niche market and a unique marketing edge, don't water it down just because it doesn't necessarily match who your customers are.  It just might be that you have these customers because of your unique branding.

These words are notes taken from a conversation from a fellow Entrepreneur, Peter Truby the Founder of Salazon Chocolate.