How Your Brand Makes the Difference

It sounds simple. Customers say that price is what matters to them.

English edition — originally published in German as Wie Ihre Marke den Unterschied macht.

It sounds simple.

Customers say that price, freshness of goods, and timely delivery are what matter to them.

Vegetable and fruit dealers say that they deliver fresh goods at a reasonable price, and do so punctually and flexibly.

So, a perfect situation? But then, why do some companies grow while others struggle to achieve growth? Why do customers switch suppliers?

One answer could lie in the brand positioning of the vegetable and fruit dealer. A brand that is loved is even stronger than one that delivers cheaply, well, and accurately. This brand has that little bit extra; it offers added value. Does your company's brand belong to this category?

The first value a brand provides is price. But beware: only one can always be the cheapest. The others must and are allowed to make themselves known in a different way.

The second value, broadly speaking, is function. Delivering on time, delivering as agreed, not delivering spoiled goods. It seems to us that most participants in the vegetable and fruit industry succeed in this.

Added value often begins at the third level: emotion. The customer appreciates or loves their vegetable and fruit dealer because they are special, because they offer unique service, because a trusting relationship has developed over the years, because they consistently keep up with the latest trends.

Is your company's brand loved?

Deep Impact, with its Frutico brand, masters a lean, effective process for brand positioning. It consists of three steps:

1. Understand: Customer surveys, competitor comparisons, and analysis of websites and social media provide insight into where a brand stands today.
2. Describe the brand that makes a difference: Here too, customers provide valuable clues about potential. Your ambition is also required here: how do you want to inspire – how do customers want to be inspired?
3. Implement: Revise the web presence, realign the shop, activities on social media, automate marketing, etc.

Can a webshop or an ERP contribute to brand positioning? Primarily, they must satisfy the functional needs of their users: they must do the job as quickly, intelligently, and reliably as possible. This is certainly valuable, and in the age of digitalization, modern technology enables a company to stay fit.

Secondly, a webshop and ERP can emotionally support their brand: Internally, an ERP that is elegant and intuitive is perceived by employees as future-oriented. Externally, a webshop can inspire customers if it does the work that the customer would otherwise have to do. A webshop, therefore, that has already done what the customer wants to do.

This is the added value goal that the Frutico brand stands for: to inspire your employees and your customers by representing the future and completing the jobs that need to be done even before the user even thinks about them.

Frutico thus aims to help your corporate brand become a "Love Brand".