Be a Personable Brand Now

Learn to relate on a human level with youraudience

If you’re an independent ecommerce retaileryou have to compete onpassion, authenticity, excitement, or trust.

Not price

People relate better to companies that speak to them on an emotional level

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Ruggedness is Human

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Sincerity is Human (even the fake kind)Image Source: http://www.tommiecau.com/den-basta-copywritern-anvander-inga-ord/

Competence is Human

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Excitement is Human

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Sophistication is Human

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And everyone loves a hearty cackle!

Image Source: http://janchipchase.com/2010/03/beer-emotions/

If you try to compete on price, you’ll get sucked into the vortex

Lower Prices

So what can you do?Stand outBuild a BrandGet Personal

3 Tips for You

Tip No. 1 Avoid the Generic Dead End

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1. On the generic path there will always be a newcomer ready to undercut you on the price, leading your brand into a vortex of ever slimmer profit margins.

2. By stripping your product of any relatable human comfort, you are reducing the purchasing experience to an exclusively utilitarian experience.

Tip No. 2 Establish a price premium of personality

• If you’re new to your particular niche it’s important to win hearts and minds early

• Benefit from a first mover advantage, which allows you to exude more trust

• The personality your brands builds over time holds true in the market over the long term

Tide did this first in 1946And they still dominate a saturated market today

Tip No. 3 Dare to be Different

• Many brands have a boring message, but that doesn’t mean yours has to be

• But boring could work for your niche • Find your niche! There just may be

enough eccentric consumers to embrace an out of the ordinary message

An example: Dos Equis New Lager Margarita product sexes it up with the tagline, “Ménage à Dos”. Love the language combination!

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