So what creates brand loyalty? We know it is beyond satisfaction. Being satisfied with a product or service, does not guarantee a repeat sale.
As email marketers and internet marketing entrepreneurs, we are always looking to offer within our direct mail or B2B campaign, an unbelievable and irresistible deal and promotion. We work on the subject lines, content, and design with passion and web marketing strategies. We may, in fact, be successful at increasing our sales for that month, or that year. But down the road, we ask ourselves, will they come back anytime in the future?
When I think of brand loyalty, Harley-Davidson immediately comes to mind. As an article about them surfaced in my internet search, so amply stated: “It’s one thing for people to buy your product or service, but it’s another for them to tattoo your logo on their biceps.”
Sorry to say, many of us internet marketers will never know that kind of loyalty, but wouldn’t you agree, it is well worth the battle to discover its secret? Can we apply the Harley magic in our communications with our customers? What can we learn from them that might give help give our clients a sense of affiliation and loyalty with us?
- Know your target customers
Harley targeted their hard-core enthusiasts – their loyal following. They reached out to them to find out what they cared about. What could they do to offer them more value in their product and services? They nurtured those relationships with great care towards a fabulous future. - Creating the brand platform
- Brand positioning – Does it have clarity and precision.
- Brand naming-Does it connate the right image and emotions.
- Brand identity – How is your brand portrayed visually and verbally?
- Customer Experience – Ask Yourself
- What do your customers expect?
- Have you asked them their experiences?
- What will improve their experience and satisfaction?
- Have you listened to your customer survey responses or are you just surveying?
Getting answers to these questions is the key when wanting to create a product or service that delivers the promises you claim, and the loyalty you hope to inspire.
- Communicating your Message internally
A company is a team. The entire team must be on the same page understanding the brand promise, the core values, and how it is delivered to the public. Everyone has a role to play and all must be fully prepared about the objectives. Then and only then can everyone personally and accurately represent the brand, as they interact with your customers daily. - Communicating your brand to the Public
Know the paths you are taking. Whether you plan to use the media, a press release, the newspapers, or your website, your brand and message must be singular and strong. This marketing campaign cannot be and should never be hurried. Words, images, and strategies need to be consistent and seamless. They all work together.
Bringing someone from suspect to prospect, from prospect to client, from client to a loyal repeat buyer, takes many stages, a quality product along with resources and time. But the payoff is well worth the investment. Absolute loyalty to your company brand is priceless. Just ask Harley Davidson.
