Today I went to a music store to ask for information on a midi drum pad device (such as Roland SPD-S, Alesis ControlPad or M-Audio Trigger Finger), and it led me to think about brands and their meaning to a wannabe-customer.
Why would one buy a branded product instead of a no-name one? For starters, a brand represent an opinion – a potentially enthusiastic vision of how things ought to be. But a brand is not just a vision, it’s something that has been cooking up for some time. An old brand has seen a lot of mistakes, and probably learned a lot too. No-name products do not have much to back up their package taglines.
I’m going to use Roland as an example brand, as a Roland product brochure brought up these thoughts. So why should I buy a Roland product instead of some unknown producer? There are quite a few reasons (bear in mind that these are based solely on my personal views, and that they are highly exaggerated to illustrate my point).
- Roland has specialized in electronic musician’s instruments, which in my case, is of great value.
- Roland represents a strong and contiguous vision of how electronic audio products should work and look like.
- Device usage design is consistent within all product lines. This lowers the product learning curve, since the same logic can be applied to multiple products. I am probably going to need more musical equipment, so I’m also evaluating the general feel of Roland products.
- Roland has a long experience in combining functionality, durability and design.
- If a problem should ever occur, I believe I could solve it with Roland’s customer support.
What if a no-name product seems to have all the properties I need? It could actually be better than the one with known breed. How can one ever trust any device producer? A strong brand is not born in a vacuum, it has been earned. A known brand has kept it’s promise. It has given an unforgettable experience – something that kills the need for comparison.
For the user, a brand
- is a sign of quality awareness
- is something that anyone can have in common with their idols
- gives credibility, peace of mind and comfort
- is a mentor of sorts (as it represents an opinion of how things should be done)
More than just a dream
Today companies are hugely investing to “brand building”. I wonder if that is just a disguise for advertising and design management? The strength of a brand is earned by exceeding customer needs, it’s not just something that builds over time.
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