Early in my career I had the opportunity to work for one of the most iconic brands in home design – Kohler Co. Prior to working at Kohler, I never thought much about the difference between sink or faucet brands. After all, wasn’t a sink a sink?
I quickly saw just how flawed my thinking was.
Kohler differentiated its products with a focus on design, form and function. The industry had never before marketed plumbing fixtures as an object of craftsmanship and beauty. Kohler’s approach elevated brand perceptions, equating its products to works of art. And this drove the company’s exponential growth.
Throughout my career, I’ve applied this learning, and have identified three critical steps companies can take to elevate the value of their products, driving both growth and brand reputation.