Brand identity in the purchasing process

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Let's imagine a very simple, primitive version of trade: A medieval marketplace where furs are sold. A row of tables is presented to the eager public, with a dealer behind each one. At first glance, the furs don't appear to show any major differences. Stepping closer, the customer can examine the furs more closely, learn the price, and get a first impression of the quality.


Quality and price are indeed very important factors in the purchasing decision. However, jordan phone number data quality can often only be properly assessed once the product – in our example, the hide – has been in use for some time. Therefore, the buyer must trust the retailer's statements if they want the hide to retain its hair for as long as possible or if the leather is sufficiently durable and easy to process.



In the case of our fur traders, this means that personality plays a very important role. The way they presented their wares, their language, their relationship with customers, certain gestures and external characteristics: these attributes conveyed important impressions to the market audience beyond quality and price. They create a relationship and build trust between trader and customer. Perhaps there was the friendly trader who remembers the names of his customers' grandchildren. The gnarled loner who nevertheless stocks first-class goods. The family business that presents itself at the stall with everything from babies to great-grandmothers. They all have one thing in common: a unique selling point. A positioning. A brand identity . Of course, medieval fur traders did not operate a brand in the true sense of the word – they themselves were the brand.



Now, as in the past, it's not the most glamorous retailer on the market that determines a purchase decision – you win if you're the most authentic (and your product isn't a fake). Your branding doesn't have to aim to make you the class favorite; rather, it should create a niche for you that aligns 100 percent with your brand. It's about a coherent overall image that builds trust with potential customers and avoids confusion. And factors like those described in this example contribute significantly to finding and maintaining the perfect positioning .