🤔 Some intrusive thoughts
Ever wondered if there’s any brand out there you’d let them ghost you, overcharge you, and swear at you in public, and you’d still pay double tomorrow?
Yeah, double.
In other words, it’s an irreplaceable one, at least for you.
I’m talking “go-off-limits-without-losing-clients” and “shut-up-and-take-my-money” kind of irreplaceable.
No? Well, I thought so, but that leaves one of us.
I’ve turned to myself and looked into some of the brands I couldn’t live without.
(Yeah, n=1 doesn’t seem appetizing, but bear with me.)
Don’t get me wrong, there’s still *some* limits. But they’re vastly wider than my normal purchases.
And I’ve discovered that the brands I find irreplaceable have just TWO things in common.
🤑 How to make a brand “irreplaceable”
These two go hand-in-glove for me:
1. AWESOME VALUE. I’m talking a price/value ratio so good it makes home-cooking seem like a splurge. Think pennies per use, long life expectancy, or just prices so good they make you buy instantly.
Which goes hand in hand with the second feature.
2. FREAKING GREAT PRODUCTS. I buy them because they have what others struggle to offer.
I’m talking about reliability, features, experience, and whatever you can fit in here. It feels awesome to have selected them and chip in my money to their company, thus telling them to not stop doing what they’re doing.
—
Can you grow an iconic brand without these two *features*? Absolutely!
Can a brand withstand the test of time without checking at least one of those two? Obviously, but with challenges only a genius mind can solve.
I can think of a lot of niche brands that do get off with it. They have an expensive product that doesn’t solve any particular crucial need.
But they managed to position themselves using some way-too-clever strategies: an amazing story, a high-status image, or perhaps a compelling mission.
Yet when it comes to regular customers, it is easier to build trust with high value and outstanding features.
