Value Is In the Eye of the Consumer
What Is Your Brand Really Worth?

It’s not new news anymore – people are spending less. In just about every spending bracket, consumers are changing their buying habits.

They’re trading down from fancy labels to store brands, vitamin waters to tap water, SUVs to small cars. They’re also cutting back. According to a survey by Discover, 55 percent of consumers said they are cutting back on living expenses.

And, while it’s still too early for shoppers to have holiday budgets, economists are worried about this year’s holiday spending.

If people are cutting back on non-essentials, how can you keep your brand off that non-essentials list? How can you convince consumers that your brand is worth their shrinking dollars? Help them see past the price to its real value.

Health. Moms want to make sure their families eat healthy. Boomers want to eat right to stay active. But healthier foods often cost more.

• Help these consumers with information on how to make healthy food choices, even on a budget.
• Show them how your brand can be part of eating right with quality recipes and menu ideas.

Living Well. People are reducing their purchases, but they don’t want to reduce their quality of life.

• They're eating out less - give them recipes and ideas for eating well at home.
• They’re going out less for external entertainment—show them how to enjoy their free time at home with family and friends—and your brand.
• The holidays are coming and consumers want to know how to still enjoy nice holiday meals, throw affordable parties and make smart gift choices.

Long-Term Value. There's just no getting around the cost of some things. But you can feature the long-term value of your brand to show that it's worth the investment.

• People are cutting back on hiring professionals for home improvements. Show them DIY projects that cut costs and add value to their home. It improves their quality of living while they’re in the house, and it can help their resale value down the road.
• Vacations are turning into staycations. Can your brand help consumers create long-lasting family memories? Will it fit into a stay-at-home vacation? A short day-trip or an affordable road trip? Give them ideas that help them make the most of their time off.

Brand value is built through experience. Give your consumers the kind of experience they want with solid information and ideas they can really use. It will build your brand value even in these tough economic times.