Do you like the product or the packaging?

How do you package your product for the best impact? Young entrepreneur Akil Benjamin shares his experiences of applying theory to his brand

This is a thought stemmed from Comuzi’s digital health endeavour and a rap song. It is a question that is not only poignant in the digital health industry but a question that can be asked across all industries in business.

Do you like Pepsi or Coca-Cola? Wrangler or Levi’s? HTC or Samsung?

When you ask most people the latter is always chosen, but it is this idea that gets me every time.

“I like the fact Coke is red and I can find my name on it!” It is the company that gave us the red suited Santa Claus that won between those two drinks corporations.

Now Beyonce may have been sponsored by Pepsi but Coca-Cola was sponsor to the Olympics, the great games watched by nearly all nations. Out of the two, which one really had greater reach? Coca-Cola branded itself in a way in which made it personable to anyone and everyone irrespective of class, race or gender. And this is what I mean by packaging.

Personally I cannot taste the difference between the two but I always choose Coke when I have the choice. Now the question I ask myself is, how do I make my brand just as powerful.

How do I package my product in a way that has maximum reach? How do I communicate with my chosen demographic without really saying a word?

Selling solutions not products

Money to sponsor either mentioned party helps but it is not truly required to make my point. At Comuzi we have bootstrapped, especially for our remote patient care platform Vyzit as we focus on simplicity and effectiveness. How to make the biggest difference with the smallest changes?

We are building a brand alongside a product which tells our users “We are great at what we do”, and we are here to make your lives simpler in terms of healthcare no matter on what side of the table you are on, be it physician or patient.

What I’m getting at is the need to choose a course of action, define it, and chase that with every fibre of your business’ being. Thomas Oppong recently wrote for Entrepreneur.com with an article highlighting how we should be selling solutions not products, and he’s right.

That’s what Coca-Cola has done, becoming the worldwide thirst-killer; being the solution to the question ‘what’s a drink the whole family or group of friends can share and enjoy?’ Consistently over the years, from the company’s inception in the great depression to now all Coca-Cola has done is show us solution after solution. This is what I want to do for all companies I encounter, highlight their solution and communicate that in its simplest form.

If you can achieve this marketing your product becomes easy. It becomes an idea and concept in which everyone can grasp making what may be intangible tangible. Reading the entrepreneur classic Think and Grow Rich by Greg Habstritt & Napoleon Hill it is that process previously mentioned in which the Coca-Cola company was formed.

It is companies that can communicate their mission, aim and goals in a relatable manner that succeed. No-one wants to stand around for 20 minutes at a networking event to listen to someone explain their great idea terribly. I’ve learnt that I need to:

  1. Brand myself in a way that is personable to our target demographic.
  2. Communicate the solution through all mediums when talking about our product.
  3. Communicate only in way in which our audience will understand.

Delivering on these distilled points can make great packaging for any product.

Oh and the rap song that sparked this thought was the Childish Gambino Kauai mixtape.

Akil Benjamin is co-founder of Comuzi Software and featured in our Tech Pitch profile recently.

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