We have been hearing a lot about designer garments, usually falling in high end fashion statements. What is so special about designer clothes that make them aspirational for commoners? People spend large chunks of money to acquire such labels.
The answer lies in the psyche of the people. The pricey designer labels for one, are worn by page three public, and two, the brands are expensive for common publics. The human being has always tried to be different from each other. This difference starts from biological needs and then goes on to elevate in gigantic proportions to a level of status. The conclusion is people are ready to pay more for something different, something which is personalized.
Can’t the same principle be applied for products from small businesses? It can be done, and not with much difficulty. As a small business owner, you may think of various ways of differentiating the service offered with the goods to different customers. As a baker, you may offer many permutations of final cake to be delivered. You may offer the cake in various flavors, colors, creams, and other ingredients. These differences in the product delivery to the customer will provide two benefits – loyalty and delight.