FAB Rule Help You to Promote Your Brand

Get rid of those intricate professional words
Some advertisements always make people feel   blunt, crude and difficult to understand, such as some high-tech materials: high-tech silicon nitride gel materials, organic polymer materials and so on. Enterprises, of course, like this because this is what make them feel proud, this is the "unique" characteristics and advantages in their eyes and should be the received by consumers. But the fact is that so?

The FAB rule applies to brand appeal
FAB represents feature, advantage and benefits. FAB rule is considered to be the best structure of persuasive speech, it aims at making customers believe that you are the best. The speaker use the principle to persuade lecturer and the sales staff also could use the FAB rule to let more consumers to buy or buy more. So we want to stress that FAB rule also play an important role in brand appeal. 

FAB respectively represents one level of demands 
F is feature, refers to the objective facts relating to the product and service, it will not change because of the judge. Such as high-tech gel materials we mentioned earlier and alloy material shell, etc.

A is advantage, refers to the comparative advantage, either compared with the past or compared with competitive products. Such as heat insulation ability is stronger or more resistant of fall off and so on.

B is benefit, refers to the interests points that consumers can sense, or the benefits customers can get. Such as having comfortable and cool feeling, getting more balanced nutrition or make you more confident.

As what we said before, if the brand appeal only stays at the feature level, though manufacturers take pains to express their high-tech, no consumers could understand the specialized terms. Consumers are more willing to know what the direct benefits   that brand can bring.

Conversion， from the feature to advantage, then from advantage to benefit
People’s purchasing action is in order to get the benefit from products, instead of meaningless feature essentially. But from feature to advantage of products is a key step for improving consumers’ desire to buy it. Consumers have no idea about the precise value of a product, but they are good at doing comparisons. Consumers have the willing to pay for the product when they figured out one thing is better and cheaper than the other one.

From advantage to benefit of a product is the key step for selling. That doesn’t matter with consumers while they feel a brand is better than another brand. People will pay for the product what they need and which bring the biggest benefit them. At this moment, transforming the advantage of product to benefit of product is very important.  

Feature, advantage and benefit are included in a complete brand broadcast demand, which represented the necessary process of consumers’ cognitive, contrast and acceptance. But the demand level is different with the advance of the maturity of a product. The whole three demands is needed for the emerging industry. When the industry matures, along with the consumers’ knowing of a brand, the brand should concentrate on the competitive advantage of product and consumers’ interest points.

Some brands think that the most important part to a brand, to consumers even to competition pattern is brand’s position and easily perceived benefits for consumers instead of technology, raw materials or design research advantages those manufacturers figured. FAB directed a channel to get closer to consumers’ real demands.