7 Steps to Customer Loyalty: A Cult Branding Guide

STEPS TO CUSTOMER LOYALTY: A CULT BRANDING GUIDE

quot;The purpose of business is to create a cus omer.quot; — Peter Drucker

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; — Lewis Carroll

FOCUS and CLARITY come from knowing the final destination.

? WHERE IS YOUR BUSINESS TODAY ? WHERE DO YOU WANT IT TO BE TOMORROW

? ? WHAT DRIVES YOUR BUSINESS GROWTH WHAT DRIVES YOU

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 DOING BUSINESS WITH YOU

CULT BRAND #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are

products & services AREN’T JUST products & services

products & services AREN’T JUST products & services They’re vehicles for serving your brand lovers’ HUMAN NEEDS

MASLOW’S HIERARCHY OF HUMAN NEEDS

CULT BRANDS become integral to their customers’ lives by linking their products and services to higher level needs.

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 affordable prices. How do your products’ benefits tap into higher-level human needs?

CULT BRAND #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are

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 product or service.

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

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

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

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 brand brand SAY? feel ? look?

look, SAY feel Does your brand’s and reflect what your BRAND LOVERS love about you?

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

Selling-in involves aligning your business to a SINGULAR V I S I O N and empowering your organization to embrace your best customers.

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.)

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.

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.

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

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 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

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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7 Steps to Customer Loyalty: A Cult Branding Guide

by The Cult Branding Company

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