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STEPS TO CUSTOMER LOYALTY:
               A CULT BRANDING GUIDE
w w w. c u l t b r a n d i n g . c o m




CREATED BY aaron shields DESIGNED BY melissa thornton

          ©2009 The Cult Branding Company
quot;The purpose of business is to create a cus       omer.quot;
                                              — Peter Drucker
CULT
BRANDS
     love
create customers that       them so much
that they won't do business with anyone else.
ANY BRAND, PRODUCT, or SERVICE
 can create this high level of loyalty.
CULT
                             BRAND




#1 determine where you are
quot;If you don't know where you're going, any road will get you there.quot;
                                                         — Lewis Carroll
FOCUS and CLARITY come from knowing the final destination.
?
                      WHERE IS YOUR BUSINESS TODAY


                                          ?
                         WHERE DO YOU WANT IT TO BE TOMORROW
?                               ?
WHAT DRIVES YOUR BUSINESS GROWTH


                                        WHAT DRIVES YOU
CULT
                                     BRAND




      #2 discover your brand lover


#1 determine where you are
Smart businesses create their brands with the needs of their
best customers—their BRAND LOVERS—in mind.
Harley-Davidson customers love FREEDOM on the open road.
Apple customers love STYLE, CREATIVITY, and SIMPLICITY.
Oprah customers love HAVING HOPE, EMPOWERMENT, and
the POSSIBILITY of a better tomorrow.
?
WHO ARE YOUR
BRAND LOVERS?
    WHAT
    IS THE
    EMOTIONAL
    BENEFIT
    YOUR
    BRAND
    LOVERS
    GET FROM
    DOING
    BUSINESS
    WITH
    YOU
CULT
                                               BRAND




#3 understand your brand lovers’ human needs

         #2 discover your brand lover

   #1 determine where you are
products
   &
services
AREN’T JUST
       products
              &
           services
products
         &
      services
    AREN’T JUST
           products
                                         &
                                      services

They’re vehicles for serving your brand lovers’ HUMAN NEEDS
MASLOW’S HIERARCHY OF HUMAN NEEDS
CULT BRANDS
become integral to their
     customers’ lives by
  linking their products
 and services to higher
            level needs.
All CULT BRANDS
  fulfill the need for
belonging by creating
   strong customer
     communities.
IKEA helps customers meet their esteem needs by offering
aesthetically-appealing home furnishings to the masses at
affordable prices.


How do your
products’ benefits
tap into higher-level
human needs?
CULT
                                                    BRAND




                      #4 address key touch points

#3 understand your brand lovers’ human needs

          #2 discover your brand lover

    #1 determine where you are
a brand
is more
than just
a logo or
a name.
a brand
is more
than just
a logo or
a name.

    brand the EMOTIONS & IDEAS
A
    encompasses
    associated with the product or service.
Names     PR
                                  Product Packaging

                                                                        Visual Language
                           Logo


                                                                                     Design
Partnerships / Alliances


                                                                                            Advertising
Recruiting/Training                          Everything the
                                        customer interacts with                           Direct Mail
                                          is a REFLECTION
    Sales/Marketing
                                            of the BRAND.
                                                                                    Collateral
       Customer Service



                                                                             Sponsorships
                       Culture


                            Intellectual Capital                        Physical Environment
                                            Web Sites
                                                          Conferences
?
How can you make each
touch point reinforce the
emotional benefit the BRAND LOVER
 gets from doing business
                  with you
CULT
                                                             BRAND




                 #5 translate into effective communication
                      #4 address key touch points

#3 understand your brand lovers’ human needs

          #2 discover your brand lover

    #1 determine where you are
Use what you’ve
learned about
YOUR
BEST
CUSTOMERS
to create a stronger
communication strategy.
START WITH THE BASICS:

         What    How
How
         does    does
does
         your    your
your
         brand   brand
brand
         SAY?    feel ?
look?
look, SAY           feel
Does your brand’s                 and
reflect what your BRAND LOVERS love about you?
CULT
                                                                  BRAND



                             #6 selling-in to your organization
                 #5 translate into effective communication
                      #4 address key touch points

#3 understand your brand lovers’ human needs

          #2 discover your brand lover

    #1 determine where you are
Selling-in involves aligning your business to a
SINGULAR V I S I O N and empowering your
organization to embrace your best customers.
THREE TIPS ON SELLING-IN
  TO YOUR ENTERPRISE:

1) Create a Brand Lover definition:
  Define the customer your business best serves.
  (HINT, WE DID THIS IN STEP 2.)
THREE TIPS ON SELLING-IN
 TO YOUR ENTERPRISE:

2) Educate your teams:
  Transform your employees into advocates who
  defend and teach your brand’s philosophies.
THREE TIPS ON SELLING-IN
  TO YOUR ENTERPRISE:

3) Give your brand’s success a voice:
  Post pictures of your best customers around
  the office, create customer videos, and pass
  along customer compliments around the office.
CULT
                                                                   BRAND


                                   #7 put your knowledge to work
                             #6 selling-in to your organization
                 #5 translate into effective communication
                      #4 address key touch points

#3 understand your brand lovers’ human needs

          #2 discover your brand lover

    #1 determine where you are
Take the knowledge
of your best
customers
and think about how
you can use it to
BRING YOUR
BRAND TO LIFE.
Use your brand insights
to stand apart from the
competition and...
...become IRREPLACEABLE in the
hearts and minds of your Brand Lovers.
Always keep your best customers in mind
and keep your END VISION IN SIGHT.
CULT
                                                                    BRAND


                                    #7 put your knowledge to work
                             #6 selling-in to your organization
                 #5 translate into effective communication
                      #4 address key touch points

#3 understand your brand lovers’ human needs

          #2 discover your brand lover

    #1 determine where you are
For a step-by-step guide to cultivating
customer loyalty, download
BJ Bueno’s Cult Branding Workbook:
         http://www.cultbranding.com/workbook
7 Steps to Customer Loyalty: A Cult Branding Guide

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7 Steps to Customer Loyalty: A Cult Branding Guide

  • 1. STEPS TO CUSTOMER LOYALTY: A CULT BRANDING GUIDE
  • 2. w w w. c u l t b r a n d i n g . c o m CREATED BY aaron shields DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  • 3. quot;The purpose of business is to create a cus omer.quot; — Peter Drucker
  • 4. CULT BRANDS love create customers that them so much that they won't do business with anyone else.
  • 5. ANY BRAND, PRODUCT, or SERVICE can create this high level of loyalty.
  • 6. CULT BRAND #1 determine where you are
  • 7. quot;If you don't know where you're going, any road will get you there.quot; — Lewis Carroll
  • 8. FOCUS and CLARITY come from knowing the final destination.
  • 9. ? WHERE IS YOUR BUSINESS TODAY ?                          WHERE DO YOU WANT IT TO BE TOMORROW
  • 10. ? ? WHAT DRIVES YOUR BUSINESS GROWTH                          WHAT DRIVES YOU
  • 11. CULT BRAND #2 discover your brand lover #1 determine where you are
  • 12. Smart businesses create their brands with the needs of their best customers—their BRAND LOVERS—in mind.
  • 13. Harley-Davidson customers love FREEDOM on the open road.
  • 14. Apple customers love STYLE, CREATIVITY, and SIMPLICITY.
  • 15. Oprah customers love HAVING HOPE, EMPOWERMENT, and the POSSIBILITY of a better tomorrow.
  • 16. ? WHO ARE YOUR BRAND LOVERS? WHAT IS THE EMOTIONAL BENEFIT YOUR BRAND LOVERS GET FROM DOING BUSINESS WITH YOU
  • 17. CULT BRAND #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 18. products & services AREN’T JUST products & services
  • 19. products & services AREN’T JUST products & services They’re vehicles for serving your brand lovers’ HUMAN NEEDS
  • 20. MASLOW’S HIERARCHY OF HUMAN NEEDS
  • 21. CULT BRANDS become integral to their customers’ lives by linking their products and services to higher level needs.
  • 22. All CULT BRANDS fulfill the need for belonging by creating strong customer communities.
  • 23. IKEA helps customers meet their esteem needs by offering aesthetically-appealing home furnishings to the masses at affordable prices. How do your products’ benefits tap into higher-level human needs?
  • 24. CULT BRAND #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 25. a brand is more than just a logo or a name.
  • 26. a brand is more than just a logo or a name. brand the EMOTIONS & IDEAS A encompasses associated with the product or service.
  • 27. Names PR Product Packaging Visual Language Logo Design Partnerships / Alliances Advertising Recruiting/Training Everything the customer interacts with Direct Mail is a REFLECTION Sales/Marketing of the BRAND. Collateral Customer Service Sponsorships Culture Intellectual Capital Physical Environment Web Sites Conferences
  • 28. ? How can you make each touch point reinforce the emotional benefit the BRAND LOVER gets from doing business with you
  • 29. CULT BRAND #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 30. Use what you’ve learned about YOUR BEST CUSTOMERS to create a stronger communication strategy.
  • 31. START WITH THE BASICS: What How How does does does your your your brand brand brand SAY? feel ? look?
  • 32. look, SAY feel Does your brand’s and reflect what your BRAND LOVERS love about you?
  • 33. CULT BRAND #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 34. Selling-in involves aligning your business to a SINGULAR V I S I O N and empowering your organization to embrace your best customers.
  • 35. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 1) Create a Brand Lover definition: Define the customer your business best serves. (HINT, WE DID THIS IN STEP 2.)
  • 36. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 2) Educate your teams: Transform your employees into advocates who defend and teach your brand’s philosophies.
  • 37. THREE TIPS ON SELLING-IN TO YOUR ENTERPRISE: 3) Give your brand’s success a voice: Post pictures of your best customers around the office, create customer videos, and pass along customer compliments around the office.
  • 38. CULT BRAND #7 put your knowledge to work #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 39. Take the knowledge of your best customers and think about how you can use it to BRING YOUR BRAND TO LIFE.
  • 40. Use your brand insights to stand apart from the competition and...
  • 41. ...become IRREPLACEABLE in the hearts and minds of your Brand Lovers.
  • 42. Always keep your best customers in mind and keep your END VISION IN SIGHT.
  • 43. CULT BRAND #7 put your knowledge to work #6 selling-in to your organization #5 translate into effective communication #4 address key touch points #3 understand your brand lovers’ human needs #2 discover your brand lover #1 determine where you are
  • 44. For a step-by-step guide to cultivating customer loyalty, download BJ Bueno’s Cult Branding Workbook: http://www.cultbranding.com/workbook