If You Really Understand Your Brand, You Can Sell on Value, Not Price

Posted by Katherine O’Brien, American Printer-GC WorldBiz

Do you have high quality, good pricing and attentive customer service? These are all great things, but unfortunately virtually every company can make these claims. “It’s not what or how a company does something, but why they do it that way,” says Ryan T. Sauers, President/Owner of Sauers Consulting Strategies.

Sauers, who spent 20 years running offset printing operations prior to launching his consulting firm, has first-hand experience in dealing with industry realities such as commodity pricing. “You can’t sell on price,” he says. “There’s got to be value in what you are selling, the value in the ingredients that make up your brand. Why would people pay more for your work? What’s your brand and expertise?”

On February 21, 2013 in Orlando, Sauers will help  Graphic of the Americas’ (GOA) attendees understand their BRAND aka the Barometer reading of their Reputation, Attribution and Distinctiveness. Sauers’ Thursday seminar is called “So What? Why You? Who Cares?” “Attendees will be challenged to re-examine what organizations could look like and become,” he explains. “They’ll be challenged to understand and articulate the Differentiating Sales Factor.”

5 Branding Considerations

According to Sauers, once you know what your brand is you can determine the ways you want to purposefully grow, change, re-frame, promote, and/or strengthen your current brand position.! Here are five things to keep in mind.

1. Please refrain from saying that “print is not dead.” Of course it isn’t dead. It has simply changed—as has the entire world.

“I argue that print is more useful than ever,” says Sauers. “Trust me. I spend a lot of time in the social media world and doing marketing research.”

2. Please don’t get caught up with the fact that you feel you must refer to yourself as an MSP (marketing services provider). “Personally, I dislike this term… unless of course you are an excellentmarketing organization,” Sauers says.

3. Please don’t become overwhelmed with social and emerging media.  “Always remember it is all about the psychology—notthe technology and these are simply new ways to communicate—if you use them correctly. They are a tool—not the tool—in your marketing mix.”

4. Determine what you are best at. Embrace it and then build and promote your brand around it. Shout it from the mountain tops. Print it. Email it. Tweet it, etc. But always be authentic in everything you do.

 5. Remember, your brand is that “extra value” you provide and the reason a customer stays with you over similar competition and other offerings in the market.  Says Sauers: “When pondering your brand, you must first determine what it is all about. So obtain feedback from those around you as a first step. Be sure to obtain this feedback from those close to you as well as those who are more removed from you.”

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