So, when the rancher with the place on the Rio Grande near Antonio that feeds his cattle really fresh water and excellent oats takes his cattle to the cattle auction the first time he (or she) tells everyone who will listen that they are good cattle because they were raised on really fresh water and excellent oats and they are from his ranch on the Rio Grande near San Antonio and when they come up for sale look for them – they have an XO on their hide.
So somebody buys some of the cattle and decides that yes, they really are good. So, the next time that buyer goes to the market he (or she) sees the cattle with the XO on the side from that ranch who raised them on really fresh water and excellent water from the Rio Grande somewhere and decides to buy them again.
If they liked them again – if the ranch on the Rio Grande near Antonio kept their promise and kept raising cattle on really fresh water and excellent oats – the buyers knew they could trust the cattle that had the XO on them.
Then a couple of nice things happen:
Firstm they start to tell their other buyer friends that you can trust that these cattle were raised on really fresh water and excellent oats. In essence they were saying ‘trust me” to their friends. No one wants to recommend something they don’t think will deliver, their own reputation is on the line.
Second, they don’t say “buy the cattle from the ranch on the Rio Grande near Antonio, they say “buy the cattle with the XO on them.”
Now the rancher doesn’t have to go to the cattle auction every week to tell people about how good his cattle are – other people, his original buyers, are doing it for him. He can save that travelling money and stay at home raising cattle.
So then what happens?
Those new buyers try the cattle and they like them and they tell their friends – and word gets around that those cattle are good. All you have to do to be sure is look for the XO on the hide. You can trust that they are good.
Pretty soon, because the cattle are sold by auction, the price of the XO cattle starts going up because people are willing to pay more for something that they know they can trust.
The ranch isn’t spending any more money on the really fresh water or the excellent oats. But they are making more money because they have kept their promise consistently.
That is what a well thought brand will do for you.
A brand with a consistent strategy.
A brand with a promise that you consistently deliver.
Let’s get to work figuring out what that promise is.