Examples of Brand Benefits - Making Life Better

Although living a better life is an ambiguous statement, it’s still emotionally powerful in part because people can insert whatever they want into the statement. So no matter what it is that a person wants, you are stating that your company can help to fulfill that for them. This means that helping people live better works well as a good, functional statement. There is a reason why companies as diverse as Tide, Microsoft, IBM, GE, and Wal-Mart all claim to provide this benefit in their own way. These, after all, are functional brands, brands people might otherwise think of as boring, yet they manage to stay on top by making it easy for people to correlate a relationship between them and the company’s products.

Wal-Mart’s slogan “Save Money, Live Better,” is a rallying cry not only to let their customers know their primary selling point but also to keep them on course. They work to establish themselves as the place where it’s possible for you to get more of the things you want, to save money so you can do the things you want. This in their statement can help you to live better, and because their goal ultimately revolves around helping people “live better,” they have been able to become not only the largest retailer (four times larger than their next biggest competitor), they have become the largest company in the world as of this writing.
Target, Wal-Mart’s largest competitor, has also taken up the “live better brand.” It, however, does this by making it easier and more affordable for people to be stylish. Google, on the other hand, brands itself as making people’s lives better by providing them with easier access to knowledge and by avoiding being “another evil tech company.” These are not portrayed as simple benefits, and oftentimes little evidence is given to back up the claims made by these companies. Rather, emotions are depicted in order to show people how they will feel when they use the product. Again, the primary purpose of claiming to improve people’s lives is to try to tie what might otherwise be a simple utility function into an emotional benefit.