A Brand is unique, and can't be copied. A Product is just one of many. To be a Brand you want to differentiate yourself from the rest of the pack. But if you think offering "great customer service" makes you a Brand, think again. I would guess that 98% of businesses offer great customer service. You have to dig deeper; think more creatively.

1. Brand VS Product
Which Are You?
by Robin Lechner Designs 7-6-2013
RobinLechnerDesigns.com
Nike is more than a shoe, it promises performance.
BMW & Mercedes are not just cars, they imply status and luxury.
Johnson & Johnson are not just baby products, it promises care and nurturing.
L’Oreal implies superior results.
Brand VS Product - which are you? A Brand is unique, and can't be copied. A Product is just one of many. To be
a Brand you want to differentiate yourself from the rest of the pack. But if you think offering "great customer
service" makes you a Brand, think again. I would guess that 98% of businesses offer great customer service.
You have to dig deeper; think more creatively.
A product is a thing; it can sit on a shelf and be copied, while a Brand is an intangible, making it even more
difficult to put your finger on and establish brand identity. A Brand, once established, is recognizable, creates a
relationship with customers, and lives in the mind. It can be imitated but not copied.
Like a Brand, a Product has features and benefits, but begins to lose ground dramatically when discerning
value and crafting its personality. A Brand offers values unique to it, and elicits emotions. It has its own
personality with features that may include reliability, leadership, innovation, luxury, superior, trust, etc.
Should a Product have any of these elements, they are not made identifiable to the consumer as with a Brand.
Branding resides in the core identity of what it stands for which includes perception of a promise to perform
and conveys trust. It answers the question “how does ______ make me feel?”
Marketing involves more than promoting a product or service. A successful marketing plan looks to discover
and develop Brand elements of the business, and brings that image with the relevant emotions and
personality to the consumer.
Here’s an example of brand marketing. I’d love your comments
Robin Lechner Designs is a full service interior design firm, serving southeast Florida, NYC, and the Hamptons for over 15 years. I
have been acknowledged by professional organizations for my hard work, dedication, and contributions to family, career, and
community. My freshness and originality is influenced by years of international travel, love of history, and appreciation of design,
art, and architecture. With my track record, you can feel confident that your project is in reliable and experienced hands.
I dedicate my time and effort to help you achieve your ultimate design objectives by delivering fresh and original solutions to
sometimes complex issues. I have the depth of experience, skills, and resources to ensure the process is handled correctly, and
difficulties resolved quickly; and I do so while maintaining a commitment to provide the highest level of personal service and
attention.
Marketing is more successful if you
can build your business into a strong
recognizable Brand rather than it
being just one of similar Products.
Distinguishable brands like Nike, Johnson & Johnson, L’Oreal, BMW and
Mercedes offer the consumer a “certain something” that other like
products don’t. The key is finding that “certain something” that exists
within your business, and communicating it to your target market.