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Apples and Oranges

How to compare brands

From buying a phone to subscribing to an internet service- we all go through the process of choosing on a regular basis.
And unlike going to a farmers’ market and picking out tomatoes, high-value investments trigger a need for research in our heads. That’s when we start calling up our friends, family, and colleagues to ask for suggestions.

Now, this is where the going can get tough, as when it comes to comparing products, user experience comes at the top of the list. However, while comparing brands, it can vary to a great degree.
And if you aren’t just a one-off buyer but a business looking to compare other businesses/brands, the approach needs to be different for you to have a better chance at ‘choosing success.’
This will a brief education on the right approach for comparing brands, in order to make a choice that you can rely on.

Forget everything you know

Now, this is something that sounds like a line from a movie. But hear me out for a second. Let’s rewind the tape all the way back to song number one. What makes you think that your pick of a brand is ‘the best?’
Oh, is it the hotshot brand ambassador?
Or is it that one beautiful advertisement you saw that you can’t get out of your head?
Marketing is, at the end of the day, a tactic. Broadcasted statements of stature are, at the end of the day, claims and ambassadors are, at the end of the day, actors.
As a part of the targeted group for these advertising media, getting the established brand perception out of your head can be hard. But it’s a must if you really want to get down to business.

Get down and dirty

If you want something done, you have to do it yourself. Research is all about facts. Statistics never lie, and quality of the offering can’t be faked. Pull up your socks and start digging.
The only things to keep in mind while doing the research would be to filter out the AD material and go for case studies, certifications, collaborations and product reviews by experts. And by experts, I don’t mean ‘that one cool dude on YouTube.’ Finding relevance requires basic research, fuelled by common sense more than instinct.
After you have looked at the comprehensive data of the two or more brands in question, it’s simply a matter of math.
And yes, size does matter.

Filter out irrelevance

With hundreds of offerings for all your needs in today’s world, thanks to entrepreneurs and industrialization, finding the best fit for you can get tougher than shopping for a wedding dress. Filters are as necessary as ever, and once again, it requires nothing but logic.
The first thing to do would be to specify your needs. Be it a product or a service, there needs to be clarity on what you want.
No siders. Just the steak.

Needless to say, more often than not, that alone narrows down the list quite a bit. Next, based on research, filter out the brands that have a track record you don’t like, giving some leniency to start-ups and new brands. Everyone makes mistakes initially after all! And if they have done it and learned from it, chances are, they will be more cautious while dealing with you.
Next up is budgets. Mind you, starting filtering with keeping just the money in mind doesn’t work when it comes to picking a brand that is best for you as a business, subject to exceptions every now and then.

Pick out a viable option form the filtered list and there you have it! You now have the best pick for you at a particular time, keeping in mind a particular requirement set.

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