Brand Image - what customers think and feel about your brand | Brand Recognition - customers buy what they recognize |
Convenience - making things easier for the customer | Customer Experience - a unique or more valuable customer experience such as a theme park that is more fun |
Customer Needs - solving a problem for customers better than competitors | Customer Perceptions - delivering better value from the perspective of the customer e.g. a restaurant that is perceived as healthy |
Customer Service - superior customer service such as a friendly restaurant | Customization - tailoring the product to the customer |
Epic Experience - offering experiences that are deeply meaningful e.g. a book that inspires a new way of looking at life | Features - how the product works |
Figure of Merit - outperforming the competition in a measurable way that customers care about e.g. the conversion efficiency of solar panels | Functions - what the product does |
Harmony - offering conflict avoidance / social inclusion | Indulgence - offering indulgent experiences such as unusual levels of comfort |
Interoperability - adding value to other things e.g. a phone that can instantly connect to other devices in your home | Legacy - being part of tradition, culture and history |
Location - being close to the customer | Market Leadership - being the product everyone buys such that you benefit from social proof |
Materials - materials and ingredients that customers seek out | Network Effect - the value that is created by having many customers e.g. a popular nightclub versus an empty nightclub |
Origin - originating from a place that is known for high quality products | Packaging - higher quality, more usable or visually appealing packaging |
Performance - performance such as the speed of delivery | Personalization - offering something unique to each customer |
Price - the lowest price | Quality - superior quality |
Relationships - knowing the customer | Risk - reducing risk or being the safest choice |
Storytelling - having a story to tell that somehow resonates with customers | Terms - more flexible or fair terms |
Unique Selling Points - giving customers a real reason to buy from you | Usability - being more productive and pleasing to use than the competition |
Value - the lowest price for some desirable level of quality | Visual Identity - visual branding and product look and feel |
