In recent years, it has been possible to see an increasing increase in the decision-making power of various types of products by consumers, more selective in choosing brands that represent the desired item or commodity. Faced with this new market authority, is the power of companies in this relationship falling? Who defines the rules of this game now? And, how can entrepreneurs prepare to try to have a little more authority over sales?
The relationship of buying and selling has been built in our society since ancient Egypt.In an article entitled “A Short Story of Branding”, the author points out that the first commercial use of the marks was as a sign of ownership. By placing their name or symbol on a good, such as cattle, the owner could mark their possession.The ancient Egyptians were the first to use marks as signs of ownership for at least 5,000 years. And it was from there, of course, that came the word 'brand’ (brand).
In essence, brands currently serve to literally mark a type of product and declare that it belongs to an entity. Such a need arose when civilizations began to thrive and, in this idea, everyday items began to have several producers, which caused the need for a way to differentiate the origin of each.
However, in the past, brands did not have the strength and message they began to present after the industrial revolution and the growing number of competitors for commodities and everyday products. It was necessary something more than just a name that could be synonymous with quality & after all, competitors could get the same machinery and use the same production methods (storytelling), their views, solidarity activities or other strategies.
Today, it is possible to see that most companies seek to reach an audience that, by the way, may even be the same niche for several of them, however, their strategies, values, stories, ways of assigning an added value to their products are different and, therefore, their approaches are also.
Currently, however, there are so many brands for specific niche markets that customers can choose from ten, twenty, thirty competitors, just considering different points that each one finds important. Basically, the consumer makes an assessment comparing several points and analyzing if they talk to their ideals.
This has led, as an example, to several companies starting to care more about social causes, values, social responsibility, innovation, customization, convenience and agility, after-sales and fair price, entering the battlefield to try to differentiate themselves from their competitors and attract potential consumers with the intention of retaining them.
Since the beginning of the use of brands and the creation of branding, the power, or authority of the consumer, has only been growing throughout technological evolutions, gaining more and more authority to select the desired products and, today, they have, more than ever, the power of choice.
Given this panorama, it is clear that the authority in the buying process has migrated considerably from brands to consumers, who now play an active and judicious role in the selection of what they consume. If before it was enough a recognized name to guarantee the sale, today it is necessary to go beyond: understand the desires and values of the public, establish authentic connections and build a presence that directly dialogues with their expectations.
Brand authority has not disappeared, but has been redistributed.Now, it needs to be constantly conquered, sustained and renewed through strategies that value not only the product, but also the experience, identification and purpose shared with the consumer.
