Brand devotion… and a few ways to build it

People are committed to companies and their brands for a number of reasons. And by committed I mean, if given the choice, 10 times out of 10, they’re going to go with you.

Here are just a handful of reasons for people’s devotion to a particular brand:

• Experience. If you can create an experience around your brand, one that resonates with people, you’re in a great spot. Starbucks’ success, for example, is due almost solely to the experience they offer.

Starbucks sells an experience

• Personality. Brands that have personality, that people can relate to, are often much more likely to stand out than their bland counterparts. Using humor, for example, is a great way for people to relate to your brand. Like this TV ad for Swiffer, for instance.

• Values. People like to know that they’re money is supporting something they believe in, be it a commitment to locally produced goods, political stance, ethical standards or otherwise.

Having a brand that people not only value, but are drawn to and committed to, is invaluable.

What are you doing to build your brand devotion? What could you be doing?

~ by rpemberton on May 6, 2009.