We all enjoy expressing our uniqueness to others, whether that is through our clothing, personality, or relationships. More to the point, we will pay a premium for the option of self-expression through the items and services we buy. For example, placing a monogram on a shirt or electronic device makes it more “ours,” and we attribute more value to it as a result.
People are always on the lookout for ways to communicate their identity to others. By providing a customization option, or product variants that reflect important characteristics of your customers’ personalities, you will give them the capability of self-expression through your products or services. Coca Cola did this when they began printing peoples’ names on their cans of soda, and Apple does this when they allow people to engrave their names on an iPhone.
Think about ways you can help your customers customize your products to their own liking. It may help them attribute more value to what they’re buying.