Value and branding

byhanley

1.5K followers

3 months ago

Today, I was reminded of the power of branding in the most unexpected way—shopping for my wife’s birthday gift. One item on her wish list was a new phone cover, a seemingly simple purchase. We’ve always been loyal to Apple products, so the choice of brand was already decided. But when I wandered through the shopping center and saw countless covers ranging from $15 to $40, something didn’t feel right. None of these generic options seemed special enough.

So, off I went to the local Apple Store—one of only two in our state—tucked right in the heart of the city. After circling the block twice to find parking (a small triumph in itself), I stepped into what felt like a magical world. An enthusiastic assistant greeted me and guided me through the bustling store to a neatly arranged wall of phone covers. There it was: the perfect Apple cover. The price? $60. Without hesitation, I paid. Why? Because a happy wife and the reassurance of quality were worth every penny.

But this got me thinking. Why did I go out of my way—literally—to pay a premium price when cheaper alternatives were right at my fingertips? It’s simple: branding.

Apple isn’t just a product; it’s an experience, a promise of quality, and a lifestyle statement. It’s about trust. People like me are willing to invest more because we believe in what the brand delivers. And while Apple has its fair share of competitors, from Samsung to lesser-known budget brands, they’ve managed to stand apart. Interestingly, phone dealers earn smaller commissions selling iPhones compared to other brands, yet the iPhone remains a top seller. Why? Customers value what Apple stands for.

This idea doesn’t just apply to tech. It’s a universal principle. I pay a bit more for my web hosting at Wealthy Affiliate, not because it’s the cheapest, but because it’s the best. The platform’s quality and support make it a no-brainer, and I’m proud to recommend it to others.

As marketers, it’s easy to fall into the trap of competing on price. But price wars often signal uncertainty about the value of what you’re offering. Instead, focus on what sets your product apart. What guarantees do you provide? What story does your brand tell?

Today, I walked out of that store with a beautifully packaged pink phone cover and the satisfaction of knowing my wife would be thrilled. It wasn’t just a purchase—it was an experience. And that’s what great branding does: it turns transactions into memorable moments.

So, the next time you’re tempted to lower your prices to compete, think about this: are you selling a product, or are you delivering value that people will go out of their way to buy?

– Peter H.