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Dennis Thorgesen
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Building a brand; Pain and Pleasure

Published on 11/21/2017
For additional information  Click Here

Building a brand; Pain and Pleasure


The function of every brand is to eliminate pain or give pleasure. People either have a problem (pain) or are looking for some type of pleasurable experience. As a company your goal is to make available something to alleviate the pain, or have a product or service which gives pleasure.


Pain and Pleasure

Pain or Pleasure

Back in the years when I was digging holes my pain was to give others pleasure. Whether the buyer felt this way I have no idea. Everyone who hired me had a problem. They wanted something to make their life easier. Every hole or trench was to make possible a wanted or needed function for the property or grove owner.


Niche specific


No one ever asked me to dig a hole or trench if they didn't have a need or want. Everyone who came to me needed or wanted something specific. Orange trees require water, in Southern California there isn't enough rain to raise crops. Farmers needed trenches for irrigation. Something had to be done to reach where the tractor would not. Underground utilities required a trench in which to feed the electric lines to new homes. Sprinkler systems didn't work at that point in time unless the pipes were underground.




I remember as soon as I was old enough to get a license I wanted a motorcycle. Hours when I could find them were spent looking at ads for them. Although some would say this fits pain, (need for transportation) for me it was pleasure. A motorcycle couldn't be used to go to jobs because where would you put the shovel?




Within your brand identity you want others to know what pain or problem they have for which you have a solution. Then you need to let them know, “Why you?” Especially in businesses with high competition, you have to let the people who find you KNOW what you offer that your competition does not.

Lisech eMarketing



If your business supplies a want, your message still has to define why your product is going to give a buyer pleasure. In both cases your brand needs to focus to a single word. This isn't to say marketing uses a single word, just that the focus is that word.


Fast forward


Today my business focuses on branding. It took years to learn how to use the online tools to create effective marketing. Those who know me, know I live and breathe what I love. This is to take people and companies who are “failing” and turn them into powerhouses, which use a brand promise then live up to it. Then teach them how to market and advertise to reach their target audience, and convert a higher percentage of their audience to buyers. © November 20, 2017 10:05 AM CST Dennis Thorgesen, Lisechglobal business and brand consulting, Lisech eMarketing, all rights reserved.


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