The other day I wrote the following blog post:
A brand that captures your attention gets considered
A brand that captures your wallet gets a chance
A brand that captures your mind gets a call back
A brand that captures your heart gets passionate loyalty
A brand that captures many hearts creates a movement
Where does your brand reside? Well, let me expand on each point.
A brand that captures your attention gets considered
Many brands invest in capturing attention through advertising and marketing but invest far less in creating a winning business model. These brands may make the consideration set, but often fail to progress any further.
A brand that captures your wallet gets a chance
Some brands make it past consideration and get purchased. This is where your business has its chance to shine. Many companies delight at having made the sale, but without a compelling experience, they often find that they don’t have a return customer.
A brand that captures your mind gets a call back
Many brands meet their customers’ expectations. Meeting expectations may result in a satisfied customer, but it doesn’t guarantee a customer who will sing your praises and stick with you through tough times.
A brand that captures your heart gets passionate loyalty
Fewer brands deliver dreams. The ones who do capture the hearts of their customers. Can you think of a brand that has exceeded your desires and provided value you didn’t expect? Maybe it’s a vendor who always goes above and beyond – the kind you can call at 2am on a Sunday morning to take care of things so you can go back to sleep. Maybe it’s someone who consistently brings you business, even when you don’t ask. Maybe it’s an online shoe retailer who sent you flowers when you had a death in the family. Maybe it’s a motorcycle company who gave you a community to be a part of.
A brand that captures many hearts creates a movement
It’s the businesses who understand their customers so well that they can service their untapped and unarticulated needs that become cherished. Get to know your ideal customers. Find out what drives them, motivates them, keeps them up at night. Deliver value that they don’t expect. Build a community of raving fans. Watch how they work together to build your movement for you.
I’ll be expanding on this at Event Solutions Idea Factory on February 28, 2011 @ 10:45am. I hope to see you there!
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