Jonathan Davies

When you go buy an iPod, do you buy it because it is great at what it does or because its an iPod? Its the same with computers; do you buy a Dell because they’re reliable or because everyone you know has one?

Brand matters.

Consumers rarely care about what they buy because of what it does, you can have something that does more than an iPod for a better price, they don’t care - people will still buy the iPod because everyone has one and they are the cool thing to have. I mean, you don’t pull out your new Zune to show everyone on the school bus do you?

A strong brand means you have a better relationship with the consumer, half the work is you promoting yourself to 50% of the people you encourage. The other 50% of the business you get is because the people you sold to liked your product enough to tell someone else about it. That is how you get a household name.

The hoover, for instance. You might not realize it but the correct term is vacuum-cleaner; the brand hoover has become so recognized that it becomes the name, even if you buy a Dyson.

Unfortunately for most people starting out in the product business; if there is already a massive leader (lets say Microsoft in OS software) there is very little chance that you are going to unseat it in your own life time. To build up your brand you need to innovate and let people know about it! There are probably thousands of great websites and blogs out there that no one knows about but are doing amazing things:

Do them a favor and tell your friends about them, just once.

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