The 2 Sides Every Brand Needs to Grow: Why Premium Brands Can Charge More

Reading Time: 4 minutes

I get it: every brand needs to grow. Sure. But there’s a key detail that most companies miss.

I wrote about this vitally important distinction in Brand Intervention:

That in every brand, there exist 2 sides every brand needs to master if it wishes to grow, sustain that growth, and maintain its relevance.

It has to do with expectations which I have covered a lot in previous articles and videos.

Some may read this and think: “Sure, this is a good strategy if you’re Apple or Audi or Accenture, but I am a growing company with less resources.”

Why Premium Brands Can Charge More

There’s a simple equation in business:
make yourself irreplaceable and you’ll be irreplaceable.

This “2 sides strategy” is used by everyone from Whole Foods to convenience stores to the Apple Store and any place we “love” to shop.

It applies to every business that excels in value, whether mainstream or premium brands as these examples show.

In the “B2B space,” here are two examples:

Salesforce: Starting as a small startup in a San Francisco apartment, Salesforce has grown by continuously innovating its CRM platform. Empowering clients with AI-powered analytics and surprising them with seamless integrations, they’ve justified their premium pricing in the enterprise software market.

Deloitte: From its modest beginnings in London, Deloitte has risen to be the strongest B2B brand with a AAA+ rating. By consistently delivering high-value consulting services, cutting-edge thought leadership, and industry insights, Deloitte commands premium fees.

And they’re huge. But their “hugeness” didn’t make them what they are today. Their commitment to including these 2 sides to their brand and their customers has made them the giant they are today.

In the B2B or D2C (direct-to-consumer) space:

Peloton: Offering premium exercise equipment paired with live and on-demand classes, Peloton surprises users with celebrity instructor collaborations and constantly updated content.

La Mer: Sold at exclusive retailers worldwide, this luxury skincare brand balances these 2 sides of their bond by maintaining its ultra-premium status with its “Miracle Broth” formulation and exclusive limited-edition releases.

Aman Resorts: With locations in some of the world’s most breathtaking destinations, ultra-luxury hotel chain Aman Resorts continually surprises guests with unique, culturally immersive experiences and exceptional personalized service.

Louis XIII Cognac: This ultra-premium spirit brand creates exclusivity through limited production, a century-old aging process, and Baccarat crystal decanters, surprising connoisseurs with unparalleled quality and presentation.

Every Business Can (and Must) Start Now

Most importantly, this has to do with two sides of user experience, and it’s the focus of today’s video taken from the One Minute Wednesday vault.

(If you don’t already subscribe to my YouTube channel, do that here and be the first to get notified as soon as the video goes live every Wednesday morning.)

Every Brand Needs to Grow. The 2 Sides We Must Embrace

When you and I shop for business or personal items or services, two factors determine whether that experience is a positive one, or a lousy, unsatisfying one.

Those two factors are the positive aspects of:

1. What is known (expected and predictable) vs.
2. What is unknown (or unexpected).

I clarify that here:

2 Sides Every Brand Needs to Refine

To flesh the concept out even further:

• What’s known is a point of reliability. We can rely on that product, detail, or service being there.
• What’s unknown provides us with some positive discovery (or a pleasant surprise).

Too little of what is expected and we feel dissatisfied.

Too little of something unexpected as part of the mix and we go on autopilot. Too much of this and you deflate in value to become a commodity, a “vendor” that carries stuff or offers a service. Highly dispensable.

2 Sides Every Brand Needs to Master

As a brand, you need to give what’s expected.

Meet those expectations. Do not celebrate that—just do it.

With that done, that means only this: You’re in the game.

To make a lasting impression, you now need to exceed “the expected” with pleasant surprises, the kind of unexpected details that convey “we understand you enough to have taken the time to find this other item or take this extra step that you didn’t ask for, but we knew you’d appreciate.”

You do that, and you and your brand will win.

How Does a Brand Do This? This Is How.

Remember: You always have something special. The independence and the autonomy to tell a story that is 100% yours.

If you have a small business that you own, take control of your brand.

When you control your brand, you control the narrative. I explain that here:

Start making that move today. 

And if you need help, then make this move and reach out.