The Power of Your
BRAND
L VERS

w w w. c u l t b r a n d i n g . c o m
CREATED BY scott jeffrey DESIGNED BY melissa thornton
©2009 The Cult Branding Company

Your customers buy from you for different reasons.

service convenience
value style
promise comfort
quality
respect
safety
Why do they buy?
trust
flexibility
cleanliness
price expertise
selection reliability friendliness

Some customers buy from you because
they have a relationship with you.

But a small group of customers
buy from you because they love you.

We call them
BRAND L VERS...

Your BRAND L VERS
have a meaningful, emotional connection with your brand.

In the eyes of your BRAND L VER,
you have no competitors.

Mac users don’t even consider the PC as an option.

VW Beetle owners light up just thinking about their cars.
Do you think they consider buying a different car?

Is it worth putting your attention on your
BRAND L VERS?

After all, they represent a minority of your
customer base and they already love you,
so why bother focusing on them?

Your goal is more traffic, new customers,
more sales, mass market appeal, right?

But did you know...

A 5% increase in customer loyalty can
almost double your profitability.
5% =

An existing customer is 5 times more likely
to buy from you than a new prospect.

How does focusing on your BRAND L VER
drive profitability?

The Power of Repeat Business
Your BRAND L VERS buy from you more often.

The Importance of Retention
Your BRAND L VERS stay loyal and don’t show
interest in your competitors.

The Magic of Word of Mouth
Your current BRAND L VERS create new
customers for you.

Zappos generates over $1 billion in sales while spending
only $18 million in advertising.
Repeat sales account for 75% of their revenue.

\"We view any expense that enhances the customer
experience as a marketing cost because it generates more
repeat customers through word of mouth.\"
- Tony Hsieh, CEO of Zappos

Many marketers think they need to
manipulate word of mouth through
gimmicks and incentives.

If you serve your BRAND L VERS,
they will share the word
and create new customers
for you—no extra
incentives required.

Smart
companies
grow by
harnessing
the power of
their BRAND L VERS.

Serving your best customers is the surest way to
grow a profitable business—in any economic climate.

While most retailers were decimated by one of the most
dismal shopping seasons in decades (4th qtr 2008),
Amazon’s sales surged almost 20%.

\"We take those funds that might otherwise be used to shout
about our service, and put those funds instead into improving
the service. That's the philosophy we've taken from the
beginning. If you do build a great experience, customers tell
each other about that. Word of mouth is very powerful.\"
- Jeff Bezos, CEO Amazon.com

Only by focusing on your
BRAND L VERS
can you differentiate your business.

Only by focusing on your
BRAND L VERS
can you make your competition irrelevant.

Only by focusing on your
BRAND L VERS
can you grow a legion of loyal customers
who trust you, buy from you, and help you
grow your business.

Your BRAND L VERS
are the lifeblood of your
business: Serve them
better than anyone else.

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