The goal of branding is to always be communicating value. The most effective marketing concentrates on how a product, service, or individual meets needs. That is the value that you provide, and that is the best way to interest people in what you have to offer.
Ultimately, people always want to know the benefits and value for them. (what’s in it for me?)
The examples below outline the features, benefits, and value provided by a product, service, and an individual.
Features are how it works. Features are distinctive characteristics. For a product, the features are what it is, for a service, the features are what it does. For a person, features are often what they do, especially expertise or skills, and personal characteristics. Shine a light on features by all means, but be sure to be crystal clear about how the features help to meet needs.
Benefits are about how it helps. The Value is about the needs that are met.
My favorite brand example is Dollar Shave Club. Their tagline goes straight to the value that they provide. Dollar Shave Club delivers quality razors…to provide convenience at a fair price…so you can save money, save time. (and avoid hassle) If you look at their online shop, to be sure features of the service and products are described. Their handle is: Sleek, matte black finish, Designed for a balanced hold, and Easy to grip in or out of the shower. They are designed for the benefits of comfort and control. Ultimately, what you want most is the value they provide: to shave time and money.
Use this feature….to…so you can…
Coca-cola is a tasty drink…to satisfy your thirst…so you can open happiness.
Listerine is a mouthwash that kills germs….to give you fresh breath…so you can get a date.
Life insurance pays money if you die…to provide for your loved ones…so you can have peace of mind.
Dave Ramsey provides education for financial literacy…to teach best practices for managing money…so you can have hope.
Download the Features & Benefits pdf for more examples.
For a personal brand:
Collect concrete examples and testimonials. Use CARE to look for times when you faced a Challenge and took Action to achieve a Result for Examples. Showcase your homerun accomplishments and highlight their value with numbers when possible. For example: “reduce training time by 50% with interactive training program.”
Quantify results with numbers:
- Saved, served, sold, supervised
- Money made
To Design Creative marketing materials that express Personality and the Promise (Step Three of Marketing U): Connect with emotion, and Capture attention.
- The Customer Value board at Pinterest includes the 30 elements of value revealed by research published by Harvard Business Review.
- Read more about features and benefits at entrepreneurship.org.
- Find more tools at the Brand and Purpose Toolkit.
Remember to always be communicating value – concentrate on the value of the benefits you provide. The Daily PlanIt shares insights and information to build skills so you can succeed.