You must connect to customers on an emotional level to become ‘passion brand.’
Every brand really wants to be loved by consumers, because they understand that brand love means growth and increased revenue. But excitement and enthusiasm for brands doesn’t happen by chance. Why do people love Harley-Davidson? How come there this attachment to Tesla? Why will women pay premium charges for Lululemon? Because each has generated its brand from the exterior in — by identifying what their customers want, coupled with what the brand value proposition is and delivering upon it — to seriously turn into a "passion brand."
To Keep Customers Loyal Trust THEY CAN Handle the reality
The next 10 Commandments might help any business, whether a startup or heritage brand seeking to redefine itself, make that leap to be beloved:
When spending so much time to become passion brand, it is important that the business understands the worthiness it brings to the buyer. Brands have to ask themselves why they are highly relevant to their market. It’s a lot more than just discussing features and benefits; it’s about enabling the buyer to be emotionally attached therefore the brand becomes part of their lifestyle. Conversely, you shouldn’t be something you’re not. If you are an indulgent food brand, don’t make an effort to position yourself as healthy. Instead, create a backstory around the fun connection with consuming the merchandise. Consumers recognize when brands want to mislead them.
Conduct a deep dive into what your service or product offers and who benefits the most from it. Instead of rationalize why every consumer want your brand, challenge you to ultimately ask who truly lives an improved life due to it — this drives emotion. That’s who your market is. Concentrate on your bull’s-eye with all of your energy, support and marketing.
HOW WOULD YOU Get YOUR VISITORS to Advocate for you personally?
The most challenging, yet most effective, part of fabricating a passion brand is creating a narrative that’s reflective of the brand but also completely highly relevant to the finish user. Shazi Visram, founder and "chairmom" of the board of Happy Family, not merely wished to convey her understanding of the natural baby food space and become positioned as a specialist, she also wished to be positioned as a mompreneur and finally have her company acquired. All this happened.
The lesson here’s that you should take inventory of all assets you must use to build that narrative. Have you got a founders’ story? Are you creating a fresh category? Does your product have unique ingredients? Every brand differs; therefore, how you build and, more important, tell your story can make all the difference on the globe.
Today, individuals are smart, informed, opinionated and ready to share their thoughts with the world. It’s imperative that passion brands embrace the energy today’s consumer wields when you are open and honest in everything they do. When something goes wrong — something recall, for instance — be direct in what happened, why it just happened and how it’ll be averted later on. This transparency will build trust and a link with the brand from target consumers.
3 Ideas to Turn Your Brand Right into a Religion
While you are a little, growing brand or one that’s seeking to reinvent itself, you need to be smart about every decision. Wrong decisions will not only derail plans but also distract you from your own overall objectives. Make sure you clearly define everything you want to accomplish, what it will require to make it happen and what resources will be focused on ensure it happens. When time, budget and energy are limited, you can’t afford to be undisciplined.
Love for a brand typically grows from a little band of extremely passionate consumers who truly have confidence in its mission, the caliber of its product(s) and what sort of brand communicates. For instance, Method wished to reinvent the hand soap category by creating a cleaner, greener and more vertically integrated offering, which it did to create an incredible passion brand. Thus, it really is inherent upon any business desiring to be regarded as a passion brand to make a "reason to believe" — a passion point that consumers can rally around. Unless you form a reason to trust, then you turn into a commodity, which all brands should fear.
6 Steps for Converting Loyal Customers Into Enthused Brand Ambassadors
Senior management must build trust and confidence in every constituencies, including employees, customers, buyers, retailers and any other stakeholder. For instance, when our client Justin Gold, CEO of Justin’s nut butter, speaks about his brand, the natural food category or anything linked to organics, he conveys authenticity, credibility and honesty. For some leaders, this comes somewhat naturally; others need to work at it. In any event, the need for approachability must not be ignored. When uncertainty in leadership exists, it trickles right down to industry in both direct and indirect ways.
Passion brands are consistent in everything they do. Their PR efforts are associated with their social strategy, which is aligned with their creative campaign and supported by an overarching brand narrative. This kind of 360-degree communication means that the consumer will have the same messages no matter which touch point they enter. Continuity is really important if you are trying to make an impression on the consumer and set up a passion brand.
5 Methods to Grow and Build Trust
Passion brands are constantly continue through innovation, technology, data or other things which allows them to consider the bigger picture so they don’t really lose their focus — that is their North Star. They really want to be the very best in every they do, this means they never compromise who they are or what they do.
Most passion brands have confidence in a larger good. They are driven by things that exceed being profitable. It may be the city, underserved markets or countries, or humankind in a broader sense. This noble gesture typically yields greater trust from consumers. For instance, passion brand Patagonia fights to lessen greenhouse emissions, while Vita Coco is focused on re-invigorating coconut farming communities.
As individuals are challenged to find their "passion" so that you can live a fulfilled life, so too should brands aspiring to increase their relationship with target audiences. When companies are driven to totally interact with consumers on an emotional level, they have the potential to become true passion brand.
Related Video: Why YOUR VISITORS Should Be FRIENDS AND FAMILY