How do you buy private label

Five questions that brands will have to answer in the future

In case the headline strikes you as strange, yes, a brand has answers. All the time. It will only be bought if it gives convincing answers. If not, then not. The questions it answers are usually not asked at all. At least not consciously. And certainly not loud.

So far, the unasked questions are something like this:

- What is special about this brand?
- What do I get if I buy them?
- Why should I believe that?

A brand must continue to answer these questions in the future, because these questions remain important. In addition, however, there are new questions that go deeper and are becoming increasingly important - and the answering of which opens up great opportunities for brands.

Rolf Schrickel is the managing partner of the Butter agency in Düsseldorf

So here are five questions that will become more important in the future:

1. What can you do that no other company can do?

Yes, that's a mean question, and the answer will usually begin with "Uh, well ... well ...".

But this question is important. And you have to be able to answer them convincingly. Because if your honest answer is, “Nothing. We can't do anything that others can't ”- then your brand will have a big problem. But she probably already has it.

You may need to think more about this question. Or even longer. Or even really long. But - that is the good news - you will usually find something that sets your company apart and that only you can do so well.

It may also help you think about the next question.

2. What drives the people in your company?

This question aims at what is now called “Purpose”. What is meant is the meaning and purpose of the whole. Why does the company exist, why do the people who work there work hard every day to manufacture exactly these products?

A growing number of companies have now recognized the importance of this question and formulated an answer. But these answers are - sorry for saying this so clearly - often a lie. Many companies get this process completely wrong by first and foremost wondering what the consumer would like to hear.

As a result, almost all companies apparently only have one goal: They want to make our world better and more livable. That would be fantastic ... if it were true. But if you look just a little bit behind the scenes, you quickly realize that most companies contradict this - oh so noble - purpose in a thousand places every day.

A really viable purpose has to come from the core of the company. And that means: from the people who work there.

The most important thing here is what drives the entrepreneur himself (or the employed management). The company management then passes on this inner drive - in the selection of employees, the design of the product portfolio, the ingredients used or the dealings with partners and customers. And so on. The other way around - from bottom to top - is also possible, but does not work.

3. How can your brand enrich my life?

"Enrich life? Now leave the church in the village - we only make bag soup! ”So what? The private label soup is available next to your bag soup, and it costs only half the price.

And to top it all, the private label bag soup even has an answer to the question asked above. This goes something like this: “If you buy me, you show that you are a smart consumer. Because you know that I deliver the same quality as the brand next to me, which is so much more expensive. Yes - you are really smart! "

In many cases, the brand even goes one better: “If you don't want to believe me, look how I did in the last test by Stiftung Warentest. And see what grade the brand next to me got. Do you see?"

What answer can your brand give? Does it give the consumer a clearer conscience? Does it promise greater enjoyment? Freedom? Youth? Recognition? One thing is certain: you have to be able to give a convincing answer, otherwise the retail brand will soon be happy about your shelf space.

4. How seriously do you really mean all of this?

No, this question is not asked that way either. But consumers have a good sense of whether a company is really serious about what it says. Therefore, for example, the above-mentioned world improvement purposes should only be met if they are conscientiously implemented at all levels and in the last corners of the company. Because the shitstorm is a constant threat to everyone who is caught lying.

5. Does your brand entertain me?

Regardless of whether it is analog or digital: communication almost always comes uninvited and tries to attract attention that the target person actually wanted to devote to a different purpose. This was true 50 years ago, but is becoming more and more important, especially for young people, with the decreasing attention span. Therefore: entertain! Because they prefer to surround themselves with brands that put consumers in a good mood.