{MotiBright} Are you a commodity or a brand?




Bernadette Jiwa - Brand or Commodity
Customers don’t demonstrate loyalty to commodities, but they can fall in love with a brand. Prodct – Meaning = Commodity. Product + Meaning = Brand. ~ Bernadette Jiwa


I believe that misunderstanding – or just not being aware – of this concept is where a lot of the controversy on pricing comes from in the handmade community.

If you’re competing on price – trying to be the lowest – then you’re really treating yourself like a commodity.

What you really need to do is to establish yourself as a brand.

People care about brands. They don’t care about commodities.

As a micro-business, you are perfectly placed to tell your story – and build a brand around that story. To link what you make to something meaningful.

This concept has lead me to totally re-write the messages I send my customers upon purchase, checkout, and when they give me feedback (more on that tomorrow) because I realised I was not telling my story in a compelling way in these basic communications.

Today’s MotiBright quote is from Bernadette’s book The Fortune Cookie Principle, which I’m reading at the moment. It’s well worth the read if you’re struggling to tell the story of your business and brand.


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Van Den has written 388 posts in this blog.

Jess Van Den is the editor of Create & Thrive, and has been a full-time creative entrepreneur since 2010. She makes eco-conscious, contemporary, handmade sterling silver jewellery under the Epheriell label, and blogs about her jewellery and other beautiful things at Epheriell.com. You can catch her on twitter @JessVanDen.


Leoni Nicholson

Do you know what? NOW I get it! If you tell me the same thing in enough different ways, then it might sink in. I think the penny has dropped. Thank you for your article Jess. ;D


I love it when the penny drops!! 😀 When I was a teacher, I called those ‘a-ha’ moments – the point where the light would switch on behind your student’s eyes and you knew they got what you were trying to teach them. Most rewarding moment as a teacher!

What say you?