Choose the brands that talk to your brand
If you want to make the right impression, don’t let your toilet paper let you down.
OK, it’s not just toilet paper, or any other bathroom supplies for that matter, but they are a really good example of how little things matter and the right choice of products can make a big difference.
Good organisations don’t buy cheap toilet paper or soap; end of story. But the other story is that the brands you choose to surround yourself with can tell a lot about you, your business and what people can expect from you.
Some of it’s just about quality; good tea and coffee and soap that doesn’t sit in a soggy mass on the side of the vanity say you care.
But is can also be about product alignment. Twinings tea speaks to tradition while T2 and the many other new labels have a more modern image. Which are you trying to project?
Yes, this is blatantly about “showing the label”, but it’s more about setting a standard than showing off. I’ve never known anyone to say they’ve stopped dealing with a business because they spend too much of their tea bags.
Related Article: How Brands Make Emotional Connections
You can also make choices that showcase your values. I am a big fan of Thank You, an Australian venture that started selling a line of bottled water to fund water projects overseas and has since branched out into around 50 products. If you don’t know the story, you can read it at https://thankyou.co.
Professionally I love it because it’s a fantastic example of developing brand architecture and great marketing. Personally, I support what they are doing and choose to stock their products and tell the story to those who ask. I hope this says something about my business.
But this is not just about toiletries and tea. Let’s say your brand image is rugged but sophisticated. What brands of clothing do your sales team wear? What do they drive? What phone do they use and what make of computers will I find in your office?
It’s not simply a matter of going for the best you can afford or picking the brands you think are on trend. It has to reflect your brand and what people expect of you.
If your desired client base is “middle Australia” you don’t pick them up in a BMW and boast about sponsoring events featuring French champagne and A-list celebrities. People do read labels.
Have any questions regarding your brand? Feel free to send me an email at lowen@peartree.com.au