Strategies to Build Brand Loyalty

Our personalities are what make us human, what makes us individuals. Because of them, we can be perceived as likable or annoying, safe or adventurous, inspiring or boring. Personality is defined as the organized pattern of the physical, mental, and emotional characteristics. Just like people, brands have recognizable traits that convey the way they think, feel about, and engage with the world and within their market. The authenticity and consistency of these traits are what separates a strong br…

What does it mean to be interesting? According to Dictionary.com, interesting means “arousing curiosity or interest; holding or catching the attention”. Is your brand interesting? Does your marketing arouse curiosity or hold the attention of your intended audience?

To be interesting doesn’t mean you need to become a comedian or that suddenly you only share content featuring cute puppies. Being interesting means that you are interested in your audience’s needs and wants. It means that you can re…

Brand storytelling has changed. It used to be that your brand was the hero of your story, and your features and benefits are how it “won”. Not anymore. Now, brand stories need to make your target audience the hero of the story.

The storytelling method even has science to back it up. In a study at Princeton University, scientists found that, when you listen to a well-told story, the parts of your brain that respond are those that would if you were inside the story. Even more impressive: this eff…

Which is more important, quantity or quality? It seems like everyone has their own opinion about which one is “more” important. I think it’s asking the wrong question and seeks to justify an excuse. Yes, you need quantity because not every prospect is a good fit for your organization and yes, you need quality to ensure that your leads are qualified and likely to convert. It’s not one or the other, it’s both.

Most of your client journey is outside of your control. With all the modern technology …

Our client, a 50-year-old membership organization had a small group of members with intense brand loyalty. These members would describe their relationship to the organization as “I owe my whole professional life to them”. There was a bigger group that expressed the sentiment “we know we can depend on you for only this”. These members would come and go based on when they needed one specific service that this organization was really good at.  

While they had some members who were very loyal, they…

Most brands would do anything to create the deep emotional connection and intense loyalty enjoyed by our client, a 50-year old regional non-profit. The organization was named after one of its charismatic, larger-than-life leaders. Back in the day, the founders had united the community around their mission of fostering conversations about diversity in various mediums--a public access television talk show, retreats, and workshops. But now, all but the TV show was shut down due to financial mismana…

Mindset. It’s all about the mindset. You can talk about growth, acquire the tools, and implement the systems, but if your mindset isn’t in the right place, you’ll still plateau or worse, fail. So, what is mindset? Mindset is a set of beliefs that shape how you make sense of the world and yourself. It influences how you think, feel, and behave in any given situation. Mindset is perception, it’s not fact-based. However, it feels like fact to you.  

I was on a call with a client and we were talkin…

When the founder left the industry-leading company where he’d worked for the better part of a decade to strike out on his own, he had big ambitions: to compete with his former employer on a global scale, with an offering that would set a new industry standard for ethics, safety, and client value.

He was soon joined by two colleagues he’d met during his 16-year tenure in the industry, who had also become friends. The three shared the same vision for improving the industry, and together they atta…

Think about a person that you admire or has been a mentor to you.
Can you see them in your mind?
Feel how they make you feel?

Now, tell me about this person. Only I don’t want to know their name or their gender. I want you to describe their personality to me. Do they always make you laugh? Are they always running late? Do they have a quirky twitch that they do when they are thinking? Remember, do not tell me their name or gender.

I’m listening...

Now let me tell you about my person-> My perso…

While these words are common-place in both the nonprofit sector and the business world, there is often a lot of confusion around what they actually mean. Without clarity, it can be challenging to know if your organization truly knows what it does and even more challenging for the market to understand why they should do business with you or donate to your organization. Remember, a confused mind never buys. So allow me to explain each of these as well as the organization's purpose and core values.…