#19 - Why they should buy from you?

Author

Nathalia Montenegro
August 12, 2023

Today, I'm breaking the structure.

Sometimes, I have ideas that don't fit my initially proposed structure, and then I just throw away potentially valuable takes.

This made me revisit: what is my main promise here?

And my main promise is that I will bring you provocative insights that will make you see your brand and business from different angles to get you on the path of aligned and cohesive growth - from the inside out.

My promise is not a template but a way for you to see the uniqueness of your brand.

So, from now on, I'm experimenting to focus each issue on bringing you valuable insights that help you understand:

  • Who your brand is;

  • Align your communication; and

  • Grow your business around your identity.

I feel that with this direction, you can easily audit and apply it to your business right away. After all, your brand won't shape itself without action.

Changing how you see your business changes everything.

Align your communication

Last week we talked about what people are really buying from you, today we will dive into:

WHY they should buy from YOU?

How does this information help you?

  1. Helps you communicate relevant information about your brand and product.

  2. Helps you stop the struggle of proving to be "the best."

  3. Builds clear differentiation from other similar brands.

In other words, why is your brand a better choice for them?

To be honest, there are not many brands that can easily answer this question. It's not because they don't have anything special that makes them different, but because of their misguided perception of what "different" means.

Most brands think that being different means proving how they are better, bigger, or greater. This is a draining game. There's an easier route.

In an attempt to stand out, brands usually fall into one of these three categories:

  • Do nothing about it (because they think being better, bigger, or greater is too hard).

  • Try to convince others how their services/product are better, bigger, or greater.

  • Shrink their prices trying to compensate for their lack of relevant messaging.

So, here's the easy route to make customers buy from your brand instead of others:

  • Inform them about something that they don't know and that is unique to what or how you do it.

When you present new information that your audience didn't know before, they will automatically evaluate the alternatives based on that information, and that's why you want it to be unique to you.

They are not asking why you are better than others, they are asking why your brand will be a better choice for them.

Remember: You don't need 10 different pieces of new information, you just need one that is relevant for the customer to change their mind.

Examples

I don't go around trying to prove that I'm the best brand strategist in the world. However, here's why my clients choose to work with me:

  • I come from a business background, so my approach to brand strategy also involves business strategy. I approach your brand and business as a whole instead of disconnected parts.

  • I have a unique approach that integrates and aligns the three foundational pillars of every company: Business model, Brand, and Founders' vision. I spend a lot of time with the founders, and the work is extremely personalized to each client's needs and goals.

In a productized era, being deeply seen is something out of this world.

Another example of product and brand differentiation is the combat between Apple x Samsumg:

Apple

Design. That's it. Apple always designs its products to look clean, neat, and sophisticated. They can't emphasize enough how design-focused they are.

Samsung - Galaxy

While Apple stands out in the design and connectedness between their devices, Samsung Galaxy stands out in customization and file management.

This is the main argument every Samsung lover uses to explain why Samsung is better than Apple. Are they wrong? Absolutely not. It's relevant information that will make some people choose one brand over the other.

In the issue The key to a memorable brand, I point out why you shouldn't aim to be different but obvious. It's the same principle here: be obvious about something that only you bring to the table and inform people about it.

Now, it’s your turn…

Action step

👉 Set aside 20 min to work on your version of this prompt to get the clarity you need to set your business for authentic growth.

What is one information that you can make explicit in your communication and sales that is unique to your brand? And that makes you win when customers use it to benchmark with alternatives.

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your brand?

Whenever you're ready, here's how I can help:

PS.2: Are you new around? Read the previous issues of this newsletter here.