High quality is not a marketing strategy
High quality is a great statement to make about your brand and it’s even better when your customers make that statement for you. However having a quality product or service is not the end of branding efforts.
Attention to quality is fine but don’t fall into the trap of believing that it’s the basis on which your brand competes in the marketplace. We’ve all heard the “our brand is the quality leader ” slogan applied to any number of products.
If you and your competitor both offer a quality product (which is lightly ), why would someone chose your brand rather than your competitors? What meaningful point of difference do you have!? What unique imagery have you built around your brand?
Positioning your brands key message is critical. Quality of products and services is important. Having customers view your brand as providing good quality for money is important but Quality is a way to be NOT a brand message. Your branding message must communicate it’s unique benefits .
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