The Lucrative Mystique of Successful Brands

What makes a brand wildly successful? Generating passion about what the brand has to offer. Collecting customers who are willing to reach into their wallets repeatedly to pay a premium to associate themselves more closely with their preferred brands. These ambassadors influence their friends to get on the “brandwagon” with them. Collectively, they create a buzz that is an important element of the brand mystique. But what do companies do that generates this type of long-term loyalty?

OFFER GROUND-BREAKING GOODS

When you have great products, customers will stand in line to spend their hard-earned money. - Think Apple

KEEP THINGS FRESH

However good you are, you can never stand still. Always work on being better and more innovative. - Think Starbucks

MAKE IT PERSONAL

Tap people’s emotions, dreams, and sense of belonging to a tribe. - Think Harley Davidson

LEAD – DON’T FOLLOW

Your competitors should be chasing you, left in the wake of your creativity and inventiveness. - Think Westin (and their Heavenly Bed)

GROW!

Capitalize on your strengths to expand your offerings and create more revenue opportunities. - Think Amazon

ENGAGE YOUR CUSTOMERS

Use and actively manage all possible avenues that allow you to create dialogues and connections with your fans, such as Facebook, Twitter, You Tube, Smart Phone Apps, your Web Site, and (of course) Customer Service. - Think Zappos.com

BE RESPONSIBLE

More and more, companies are expected to be socially conscious. Pick high-visibility causes and projects that speak to your demographic and do good work. - Think Seventh Generation