The envy of any brand strategist is a product with a brand that has a community of die-hard followers. Followers that will go out of their way to promote and support with everyone they know or come into contact with.
A good example is Harley Davidson who over time has built a brand and done a phenomenal job of creating a product and brand filled with memories, emotions and relationship with their customers. How did they build a following and brand of loyal and committed followers? What can you you do to emulate brand leaders and create the same type of loyalty. It all start with you knowing exactly what branding is.
Branding is the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. It is the process of creating memories, emotions and a relationship around your brand in the consumers mind. The main goal and objective is to build such a strong relationship and belief that the consumers take on as if it were their own. They use the brand to help define who they are as an individual.
To build a brand with a cult following you need to do the following:
- Build a brand you’re passionate about
- Be your brand’s biggest advocate
- Find investors that are both an industry and cultural fit
- Know your weaknesses — and be honest
- Engage a philanthropic component
- Brand your customers
- Random acts of kindness like a reward program to help encourage repeat business
- Disconnect from digital
- Personalize your product