I am working on a new project that started with one purpose but morphed into another because of one "little" question: What is it we are really selling? At first glance, the answer may be obvious, but as you dig deeper and talk with your customers, you're likely to find there's more to it than that.

Let's take a straightforward example like Coca-Cola®. They sell beverages, right? Of course they do. But they also sell their name, image and distribution. What about Honda®? They sell automobiles, motor cycles, lawn equipment, just about anything that can have an engine. And they sell fuel efficiency, technology and reliability.

When you are positioning your brand, you have to understand how your customers view you. To them, you are selling so much more than your product. You're also selling key things that go with it-that list could include innovation, service, business opportunities, education, self-esteem, fulfillment, joy, entertainment. The possibilities are endless. In reality, you have to focus on just a few and do them exceptionally well.

And make sure they line up with what your customers have come to expect and rely on from you, or you will find yourself in a major disconnect.

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