What makes a great brand? What creates loyalty? What makes you want to keep coming back time and time again to buy from a brand?
Picture a brand you truly love. Why do you love it so much? I bet you could list a number of things.
I've spent some time thinking about this lately and have come up with a lot of signs of a great brand. But, after some further thought, I was able to distill things down to 4 signs that signal a great brand and are always present in great brands.
1.) The brand engages you on an emotional level
Great brands stir our emotions. We absolutely love them and are major advocates for them to them point where we will even stand up and defend them when others disparage them. Some may saying that getting emotionally involved with a brand is going a little too far, but think about your favorite brands - the ones you know, count on, and love in your life - you are emotionally involved with them. That is OK and perfectly normal. It also means the brand has done a good job in creating a relationship with in addition to #2, #3, and #4.
2.) The brand provides a truly unique and incredible service to it's clients
Think of your favorite brands and how good they service their clients, including you. Their service may be one of the reasons you love them so much. They aren't perfect, no company is, and they know it, so they go above and beyond to provide service to their clients and make sure they have a great experience.
3.) The brand takes care of you
To go along with great service, the brand actively works to take care of you - not just when you have a service issue, but as a customer in general. They may give you special offers. They may check in on you from time to time just to see how you are doing. They reach out in unique and creative ways. They show genuine gratitude for you putting your trust in them. They go above and beyond to take care of you and make you feel like part of their family.
4.) The brand listens to you
Lastly, on top of service and going above and beyond to create a great relationship and take care of you, a great brand will truly listen to their clients and work to serve them in the ways they want. They will take the feedback, both good and bad, and use it to create better products, services, customer environment, and tailor things to what people are asking for. And they will prove to go above and beyond in doing so and not just say they do it. They will show it and they will keep their clients engaged and updated on the progress.
If you look at those 4 signs of a great brand and think of your favorite brands, they no doubt have them and if you embrace them in building your business and commit to them, you will develop deeply loyal customers who are raving fans and great advocates for all you do.
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