Written by Lien Design ©2019
Brand utility is a popular marketing method. It can come in many variations but happens when a customer connects with a brand design before a transaction takes place. It often occurs when a company gives away a product or service to potential customers so that they can see the value of what the company has to offer. It can also develop a sense of reciprocity.
Some examples of brand utility include when a mechanic offers to change tires for free. It can also include a store that offers downloadable coupons or convenient apps.
Brand utility serves several purposes in the consumer-company relationship. It can establish differentiation for the brand and can help the customer solve a problem.
Strong brand utility can come in many forms, but there are certain things that should be included to make it effective. These include the following:
The product must be useful to consumers and should be presented in a way so that consumers can see how it can add value to their lives.
USP (Unique Selling Proposition):
Every brand should have something unique about it that sets it apart from its competition. Be sure to bring out unique characteristics in the selling proposition so that the utility fits the brand’s promise.
Budget: In brand utility, products and services are often given away for free or for a small price. The investment the company makes must be worthwhile.
Brand utility should serve to draw attention to your company and the products and services offers. It should get people talking. The good thing is, because it’s coming more from the marketing division of the company, as opposed to sales, there are a lot of opportunities for creativity that can boost engagement.
Desire: A product should not merely be useful to a consumer, but desirable as well. It should appear as something the consumer needs.
A brand utility that gets checkmarks in all these categories should lead to conversions with more customers buying your product. If this is not the case, you might ask yourself what is distracting customers from making a purchase in the brand utility process.
Brand utility can be a great way to increase your bottom line, but it must be done strategically in order to be effective. You may want to call in an expert to help you so that your brand utility pays off.
Lien Design is a design branding agency located in San Diego, CA. They are familiar with all aspects of brand utility as well as custom design packaging, web design and more. If you are trying to create an offer to prove your band utility, call them first.
Brand utility can really help you grow your company. Decide what offers will work best and design a campaign that will help with your promotions, sales and brand awareness. Good luck using brand utility to increase your customer base!