When selling a commodity, whether it be insurance, lumber, or apples, branding strategy is more important then ever. Most times, when consumers are making a commodity-based purchase, they are looking at price, convenience, and not much else. How do you shine above the overcrowded marketplace of businesses willing to undercut you to gain a customer? Your brand.

When selling products and services, especially commodities, how the brand is positioned within the marketplace will often be the deciding factor of whether a consumer decides to buy from you. Most of the successful positioning strategies have to do with added value to the customer. Though the brand may be a little more expensive, there can be a perception of higher value—whether it be customer service, slightly better product, desirable product feature, or extra convenience.

How do you make a commodity brand stand above its competitors?

Credibility. How do you measure up to the competition? Whether your brand is the oldest or the newest, ways to build credibility include; third party endorsements; a strong web presence; and regular communication with the audience.

Awareness. If consumers are not aware of the brand, it has little chance of success. An easy-to-find and informative website, advertisements, and customer contact are ways to raise awareness.

Added value. How can you add value to a commodity without slashing costs. Depending on the product or service; added value can come as customer service; desirable product features; rebates; or coupons.

Commodities are necessary to the economy but are often difficult to market and brand. Developing a sound market position and backing it up with effective branding strategy will help bring the product or service to the next level, making it a desired brand instead of a necessary commodity.