STEPS TO CUSTOMER LOYALTY:
               A CULT BRANDING GUIDE
w w w. c u l t b r a n d i n g . c o m




CREATED BY aaron shields DESIGNED BY melissa thornton

          ©2009 The Cult...
quot;The purpose of business is to create a cus       omer.quot;
                                              — Peter Dru...
CULT
BRANDS
     love
create customers that       them so much
that they won't do business with anyone else.
ANY BRAND, PRODUCT, or SERVICE
 can create this high level of loyalty.
CULT
                             BRAND




#1 determine where you are
quot;If you don't know where you're going, any road will get you there.quot;
                                             ...
FOCUS and CLARITY come from knowing the final destination.
?
                      WHERE IS YOUR BUSINESS TODAY


                                          ?
                       ...
?                               ?
WHAT DRIVES YOUR BUSINESS GROWTH


                                        WHAT DRIVES Y...
CULT
                                     BRAND




      #2 discover your brand lover


#1 determine where you are
Smart businesses create their brands with the needs of their
best customers—their BRAND LOVERS—in mind.
Harley-Davidson customers love FREEDOM on the open road.
Apple customers love STYLE, CREATIVITY, and SIMPLICITY.
Oprah customers love HAVING HOPE, EMPOWERMENT, and
the POSSIBILITY of a better tomorrow.
?
WHO ARE YOUR
BRAND LOVERS?
    WHAT
    IS THE
    EMOTIONAL
    BENEFIT
    YOUR
    BRAND
    LOVERS
    GET FROM
    ...
CULT
                                               BRAND




#3 understand your brand lovers’ human needs

         #2 di...
products
   &
services
AREN’T JUST
       products
              &
           services
products
         &
      services
    AREN’T JUST
           products
                                         &
        ...
MASLOW’S HIERARCHY OF HUMAN NEEDS
CULT BRANDS
become integral to their
     customers’ lives by
  linking their products
 and services to higher
           ...
All CULT BRANDS
  fulfill the need for
belonging by creating
   strong customer
     communities.
IKEA helps customers meet their esteem needs by offering
aesthetically-appealing home furnishings to the masses at
afforda...
CULT
                                                    BRAND




                      #4 address key touch points

#3 u...
a brand
is more
than just
a logo or
a name.
a brand
is more
than just
a logo or
a name.

    brand the EMOTIONS & IDEAS
A
    encompasses
    associated with the prod...
Names     PR
                                  Product Packaging

                                                        ...
?
How can you make each
touch point reinforce the
emotional benefit the BRAND LOVER
 gets from doing business
            ...
CULT
                                                             BRAND




                 #5 translate into effective c...
Use what you’ve
learned about
YOUR
BEST
CUSTOMERS
to create a stronger
communication strategy.
START WITH THE BASICS:

         What    How
How
         does    does
does
         your    your
your
         brand   br...
look, SAY           feel
Does your brand’s                 and
reflect what your BRAND LOVERS love about you?
CULT
                                                                  BRAND



                             #6 selling-in...
Selling-in involves aligning your business to a
SINGULAR V I S I O N and empowering your
organization to embrace your best...
THREE TIPS ON SELLING-IN
  TO YOUR ENTERPRISE:

1) Create a Brand Lover definition:
  Define the customer your business be...
THREE TIPS ON SELLING-IN
 TO YOUR ENTERPRISE:

2) Educate your teams:
  Transform your employees into advocates who
  defe...
THREE TIPS ON SELLING-IN
  TO YOUR ENTERPRISE:

3) Give your brand’s success a voice:
  Post pictures of your best custome...
CULT
                                                                   BRAND


                                   #7 put ...
Take the knowledge
of your best
customers
and think about how
you can use it to
BRING YOUR
BRAND TO LIFE.
Use your brand insights
to stand apart from the
competition and...
...become IRREPLACEABLE in the
hearts and minds of your Brand Lovers.
Always keep your best customers in mind
and keep your END VISION IN SIGHT.
CULT
                                                                    BRAND


                                    #7 pu...
For a step-by-step guide to cultivating
customer loyalty, download
BJ Bueno’s Cult Branding Workbook:
         http://www....
7 Steps to Customer Loyalty: A Cult Branding Guide
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7 Steps to Customer Loyalty: A Cult Branding Guide

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Develop authentic customer Loyalty by getting to know your best customers. Seven steps walk you through the discovery process.

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  • Very useful and makes a great training resource. Because we enjoyed this and rate it so highly, we've embedded this in our MTL Course Plans on ManageTrainLearn and on our online courses on My Learning Log so it's available to a bigger audience. Thanks!
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  • Thank you Marco, I am glad you found the presentation useful.
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  • Great presentation, heavy message efficently communicate with a nice visual .
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  • Loyal customers are solid base for the products to sell. The loyal customers buy more products, take less business’ time and are more recipient towards the advertising. The business is able to sell more products compared to the cost incurred by the businesses. According to Lois Geller, partner and president of Mason & Geller LLC/Direct Marketing in New York, some large companies report that 95 percent of profits come from long-term customers.
    http://www.financetics.com/2012/10/elements-to-increase-customer-retention.html
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  • excellent presentation, good job.
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7 Steps to Customer Loyalty: A Cult Branding Guide

  1. 1. STEPS TO CUSTOMER LOYALTY: A CULT BRANDING GUIDE
  2. 2. w w w. c u l t b r a n d i n g . c o m CREATED BY aaron shields DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  3. 3. quot;The purpose of business is to create a cus omer.quot; — Peter Drucker
  4. 4. CULT BRANDS love create customers that them so much that they won't do business with anyone else.
  5. 5. ANY BRAND, PRODUCT, or SERVICE can create this high level of loyalty.
  6. 6. CULT BRAND #1 determine where you are
  7. 7. quot;If you don't know where you're going, any road will get you there.quot; — Lewis Carroll
  8. 8. FOCUS and CLARITY come from knowing the final destination.
  9. 9. ? WHERE IS YOUR BUSINESS TODAY ?                          WHERE DO YOU WANT IT TO BE TOMORROW
  10. 10. ? ? WHAT DRIVES YOUR BUSINESS GROWTH                          WHAT DRIVES YOU
  11. 11. CULT BRAND #2 discover your brand lover #1 determine where you are
  12. 12. Smart businesses create their brands with the needs of their best customers—their BRAND LOVERS—in mind.
  13. 13. Harley-Davidson customers love FREEDOM on the open road.
  14. 14. Apple customers love STYLE, CREATIVITY, and SIMPLICITY.
  15. 15. Oprah customers love HAVING HOPE, EMPOWERMENT, and the POSSIBILITY of a better tomorrow.
  16. 16. ? WHO ARE YOUR BRAND LOVERS? WHAT IS THE EMOTIONAL BENEFIT YOUR BRAND LOVERS GET FROM DOING BUSINESS WITH YOU
  17. 17. CULT BRAND #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  18. 18. products & services AREN’T JUST products & services
  19. 19. products & services AREN’T JUST products & services They’re vehicles for serving your brand lovers’ HUMAN NEEDS
  20. 20. MASLOW’S HIERARCHY OF HUMAN NEEDS
  21. 21. CULT BRANDS become integral to their customers’ lives by linking their products and services to higher level needs.
  22. 22. All CULT BRANDS fulfill the need for belonging by creating strong customer communities.
  23. 23. IKEA helps customers meet their esteem needs by offering aesthetically-appealing home furnishings to the masses at affordable prices. How do your products’ benefits tap into higher-level human needs?
  24. 24. CULT BRAND #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  25. 25. a brand is more than just a logo or a name.
  26. 26. a brand is more than just a logo or a name. brand the EMOTIONS & IDEAS A encompasses associated with the product or service.
  27. 27. Names PR Product Packaging Visual Language Logo Design Partnerships / Alliances Advertising Recruiting/Training Everything the customer interacts with Direct Mail is a REFLECTION Sales/Marketing of the BRAND. Collateral Customer Service Sponsorships Culture Intellectual Capital Physical Environment Web Sites Conferences
  28. 28. ? How can you make each touch point reinforce the emotional benefit the BRAND LOVER gets from doing business with you
  29. 29. CULT BRAND #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  30. 30. Use what you’ve learned about YOUR BEST CUSTOMERS to create a stronger communication strategy.
  31. 31. START WITH THE BASICS: What How How does does does your your your brand brand brand SAY? feel ? look?
  32. 32. look, SAY feel Does your brand’s and reflect what your BRAND LOVERS love about you?
  33. 33. CULT BRAND #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  34. 34. Selling-in involves aligning your business to a SINGULAR V I S I O N and empowering your organization to embrace your best customers.
  35. 35. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 1) Create a Brand Lover definition: Define the customer your business best serves. (HINT, WE DID THIS IN STEP 2.)
  36. 36. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 2) Educate your teams: Transform your employees into advocates who defend and teach your brand’s philosophies.
  37. 37. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 3) Give your brand’s success a voice: Post pictures of your best customers around the office, create customer videos, and pass along customer compliments around the office.
  38. 38. CULT BRAND #7 put your knowledge to work #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  39. 39. Take the knowledge of your best customers and think about how you can use it to BRING YOUR BRAND TO LIFE.
  40. 40. Use your brand insights to stand apart from the competition and...
  41. 41. ...become IRREPLACEABLE in the hearts and minds of your Brand Lovers.
  42. 42. Always keep your best customers in mind and keep your END VISION IN SIGHT.
  43. 43. CULT BRAND #7 put your knowledge to work #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  44. 44. For a step-by-step guide to cultivating customer loyalty, download BJ Bueno’s Cult Branding Workbook: http://www.cultbranding.com/workbook
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