4 years ago1,000+ Views
Every business wants to build a brand that has a loyal, evangelical following, but how does that following start? Here's are some good tips about branding your business and converting 'customers' into a 'die-hard following.' Take it away @SavvyLuke : - Branding is the process of forming memories, emotions and a relationship around your brand in the consumer’s brain. The goal is to build such a strong connection and such strong belief that the consumer take on your brand identity as their own. They use your brand to help define who they are as a person. (Think Harley Davidson) - Brand your customers. One of the most powerful things you can do is to create a branded term to refer to all your employees and customers. - Random acts of kindness. It’s fairly common for a business to have some sort of rewards program to help encourage repeat business. - Disconnect from digital. It’s easy to keep communications solely in digital formats like email or social media. There’s no question, branding is a long-term commitment that requires unwavering discipline and confidence in the idea your brand stands for. The brands which are true to their ideas and are successful in building that emotional connection are the brands who enjoy the cult-like followers we as marketers all try to achieve.
The random acts of kindness one really does it for me; I love when I see a brand I'm already starting to like do something big to help the world
Nike has done a beautiful job of this, but I can see how this is a struggle for smaller brands.
I just think of brand horror stories like Nestle and wonder how they've ever recovered. More than getting a die-hard following, I wonder how companies cope with LOSING that following.
You mentioned disconnecting from digital but surely regular interaction with followers on social media strengthens that bond?
You're right about Harley Davidson. That's no longer a brand, its a lifestyle.