Good Branding Is A Safety Net
As I walk the mall shopping and making buying decisions I always question why I buy one product over another. The other day I had a new home alarm installed. I shopped around and know for certain I could have saved a few bucks with a lot of other people. Who did I go with?
Brinks. Sorry, Broadview. Why? I know if there’s ever a problem they’ll take care of me. I’m safe.
Same thinking applies to all my shopping. Whenever I’m faced with a decision between two brands I’ll always choose the one that makes me feel the most comfortable. I’ll pay extra for that feeling. A lot of people today say feelings don’t matter. I say that’s a bunch of hogwash. They matter. They matter in each and every purchase.
If you’re not making your customer feel safe with your brand you’ll most likely be second best or at best a commodity. Who wants that? That’s not branding to me.
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October 26th, 2009 at 7:36 am
Interesting Scott – So the change in brand name did absolutely nothing to your view of the brand. You were so vocal with criticism (and rightfully so I might add) of the brand change, I would have thought that would have influenced your decision.
Looking back now, was the brand name change so damaging? I would have argued it was, but if enough people like yourself still buy because of the old name, then perhaps it wasn’t as big a deal as we discussed.
Steven
October 26th, 2009 at 11:56 am
This is tough to answer as I was already a Brinks customer. So all I did was “move” my service. I could have got it for less for sure. I think the name change was damaging from new client aquistion for sure. They can no longer leverage the brinks name. Intertingly when the tech came out he was wearing all Brinks clothing.