Have you noticed how certain shoe brands are sold exclusively in limited retail outlets? How about clothes, ever notice some brands can be found all over the place, and yet others are only found in major cities? Notice how you can’t just go into your local office supply store and purchase a $2,000 gold-cased Montblanc writing instrument? Ok, then you recognize that where you distribute your products/services is an important component of a branding strategy!
Did you know your branding strategy should help define your distribution channels? It should be a guiding principle when determining exactly how you want to position your product or service in the marketplace. This applies to both products and services alike. Here’s a few examples:
If the Price Point for your product or service is → |
Low |
Medium |
Premium |
Distribution channel options | mass outlets, big box retailers/events, general business events | a little harder to find, more niche networking events | selective locations, not too accessible for the masses, maybe exclusive |
Features to market | Quantity is most important – highlight accessibility | Mixed – highlight easy accessibility with quality | Highlight quality features, “you get what you pay for” also works here |
Advertising | Blanket the market with local/regional/national ads, you have a ton of competitors | Find industry specific promo outlets, publications, websites to advertise on | Selective, targeted ads in niche publications/ websites to reach your target market |
In order to choose the best distribution channels for your business, you need to identify the heart of your business offering, your true core competency. So many people think their products and services are special/unique/rare and there’s nobody out there offering the same things. This is simply not the case! The key is to know your competition, know who’s offering similar products and services, and position your brand to compete. Where you distribute your products and services should be a factor in the development of your brand strategy.
Ciao,
Miss Kemya
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