The Power of Brand (or not...)

A few weeks ago I had to get some card stock paper. It was late and i wasn't sure if an office supply store (i don't go very often) was open. I called information and asked for Office Depot in my city - after confirming that it was on the street i thought it was, i was connected with the store. They had the paper and they would be open late enough. I drove over, picked up the paper, paid for it and was on my way. Oh... the reason for the story (sorry - i fear a brand marketing person may be injured from my next comments).

As i left the store - i suddenly realized that i had not been to Office Depot, but Office Max -- apparently 2 different stores that compete against each other. Apparently both are on the same street in my city, just a mile or two apart. So what? Well i'm sure both stores spend a big chunk of money on advertising and both probably feel they have different value propositions to their customers -- but i totally missed it.

Brand is important - but Brand differentiation is critical. I would NEVER walk into a Sony store and think i was at an Apple store -- very different brands -- very clear value propositions. But alas, it was just paper... yet one store got my $30 and the other didn't.

I am one that is influenced by brand. Why? Mainly because i like a consistent, quality experience with things i do. I have come to believe that in many categories brand assures me that positive experience -- Kraft Mac n Cheese (the cheap stuff's powder is awful), Pepsi (can't stand coke, the rest just doesn't taste right), Cheveron for gas (i spend enough on my cars that i believe the gas is better and won't destroy my car 10 years from now). Apple, Sony, Honda, Toyota -- quality, innovation, reliability.

Yet in other cases, price can be a driver for my decision - in categories where brand doesn't matter to me. It is honestly hard for me to think of those examples (like i said, i'm brand sensitive), but margarine comes to mind ;-). Most importantly, i think that is the most critical action companies must take -- why their brand is relatively easy, but why their brand is DIFFERENT, has greater VALUE and is worth the investment (time, money or whatever else). And then after all that -- delivering on the promise of the brand you created.

The power of brand is incredible, maintaining a brand is important and creating the differentiated value is essential. What is your brand?