Whatever is in her mind, that’s what you should use.

Lead

“Shaping a person’s character takes time, while changing someone’s mind requires money. Time and money, coincidentally, are the most precious commodities in a market economy. A small brand often cannot afford high costs, so every branding effort you make should leave an indelible mark on the consumer’s mind. Whatever they worry about, give them that!”

Brand anchor

Low-end brands talk about 【price.】

Mid-range brands talk about 【quality. 】

High-end brands talk about 【culture.】

“How do you quickly identify a brand’s anchor point?

First, you need to determine the price range. If your brand is positioned at the low end, simply adding the word ‘Economical’ or ‘Save‘ to your positioning statement can make a big difference. If your brand is in the mid-range, you can emphasize its quality or add the word ‘Professional.’ If your brand is very expensive, highlight its cultural heritage, for example by adding the term ‘Master’ like ‘Hot Pot Master’, ‘Tea Master’, or ‘Mop Master’… it immediately seems more upscale.”

Comments:

“Setting the price first is an effective way to conserve cognitive resources. Branding essentially involves the art of pricing and labeling. Consider taking a cue from matchmakers, who not only aptly package you but also help you highlight your strengths and cover your weaknesses. This strategic labeling is the starting point of interacting with a brand.”