Claiming the Gold Standard

In any business, what customers think is the best can really differ from person to person.

Take pet food for example. Some people think the best pet food is the kind that’s made with science in mind, while others prefer all-natural ingredients or a variety of flavours.

Businesses can stand out by connecting themselves to what people see as the best. Dyson did this by saying their vacuums never lose suction, showing off it didn't just sell vacuums; it sold trust and reliability, aligning itself with the gold standard of innovation and efficiency.

Or consider Avis. By boldly stating we're number two, so "We try harder," Avis cleverly positioned itself as a brand that, while not at the top, was striving harder for customer satisfaction. This approach not only humanized the brand but also made it relatable and admirable, showcasing its commitment to reaching that gold standard of service and quality.

By pinpointing what customers regard as the gold standard of achievement and aligning your brand with those ideals, you don't just sell a product or service. You meet your customers' main needs and wants, improving your place in the market by reflecting the qualities your customers value most.