Brand Purchase ≠ Commodity Purchase

Consider the following commodities

1. Beverage
2. Mobile Phone
3. Burger
4. Search Engine
5. Watch
6. Car

The first thing that comes to your mind after reading each commodity is the brand you’re consciously or subconsciously loyal to. For example, if you read beverages the top brands you like such as Coca-cola or Pepsi might strike you.
Going one step further “Car” is a broad category and comes with certain conditions such as price, requirements, specifications, etc. Yet, some brands with their key message create perfect positioning

Eg: Nissan- ‘Nissan Intuitive All-Wheel Drive’

Commodities are endless and easily compared to other commodities available in the same market. A brand is the want of the customers. Have you ever wondered what matters more to your customers, the tangible commodity or the brand? the answer is, of course, both. Product and brand are the two sides of the same coin. As much as your product has to be up to the mark what matters for a successful business is the brand experience you create for your user.

Branding helps your ordinary products get a special identity and emotional position in the consumer’s mind. A brand is not the mere name, logo, or colour it’s the emotion you develop it’s the perception of the company in your customer’s mind. With the right branding, and brand positioning you can develop a relationship with your customers.

Products on the other hand are tangible real-world objects which can be easily compared with the competitors, but brands have a unique identity and cannot be compared. The strongest voice you can give your commodity is well-defined and consistent communication. With the right branding and communication strategies, your company can not only create a unique positioning but will increase a loyal customer base which ultimately is going to profit your company in the long run. When your customers make a purchase along with the services and products, sell them the experience which is unique to your company.

Here are a few examples of Brand vs Commodity

Example:

From the above example, it must be clear how certain brands have created an identity for themselves and have been successful brands and popular amongst customers across the world.
Branding is the art of creating a human-like identity from scratch for your business.

At Purple Tuche we create and push brands forward.
Connect with us to give your business a new identity and we will help you consistently communicate the key message and brand tone of your company.