The Proof is in the Products

Merchants, do you know that you're in the verification business? A business that entails creating and delivering products that truly add authenticity to your brand experience and provide the truth to your positioning. In today's selling environment, where consumers are smarter and savvier than ever (and have access to thousands of other customers’ experiences via product reviews, Facebook and Twitter), merchants must be sure that all key products in their merchandise offering truly substantiate their brand's unique reason for being.

Myriam Zaoui and Eric Malka, founders of The Art of Shaving, an upscale brand of grooming products for optimal shaving performance, take product authenticity seriously. They know that each one of their products must contribute meaningfully to what they've trademarked as "The Perfect Shave." They personally guarantee that each shaving instrument "is carefully designed to offer proper weight, balance and grip to ensure the best results."

All of the products contribute in some way to one of the four elements involved in "The Perfect Shave" — prepare, lather up, shave and moisturize — and verify that indeed The Art of Shaving is the expert in this category.

As customer-centric merchants, Zaoui and Malka do an excellent job of reinforcing these specially formulated products throughout all their brand touchpoints (e.g., upscale retail displays, barber spa, online and catalog). They know that their brand reputation is on the line with each and every shave. A recent national ad campaign highlights the four bedrock products involved in "The Perfect Shave" and beckons prospects to join "the brotherhood of shaving."

As you look across your product offering, how well are your products verifying your brand’s unique selling proposition?