Nike, Coke, BMW, Apple all have legions of followers. Addidas, Pepsi, Lexus, and Dell do too, but there’s a difference.
Any one of us can readily recall what the first group of brands mean to their loyalists. The second group are great brands too, but their messages aren’t as strong, as unique or as clear, and the followers of the second set of brands aren’t as easy to define or distinguish.
A strong brand message guides your brand securely into the lives of it’s customers. It creates meaning. A strong brand message builds loyalists and evangelists—it builds your brand nation.
Whether you’re a large or small company, make sure you have a reason for being—a soul, a meaningful reason someone might follow you to the ends of the earth, rely on you for your expertise and consider your opinion valuable.
Your message should be clear and compelling so that your customers understand your product is in sync with their values, their outlook, their reason for being, their ethos. It’s all about connecting with what makes them tick and their belief system. You understand them. You “get” them. You become part of their life.
Because your brand has become meaningful, you’ll be at the top of their mind in your category when they have a buying decision to make.
And you’ll be building your own brand nation of loyalists.