Apple, Microsoft, Amazon, Nike – these are just a few of the most revolutionary, successful brands in the world. An infinite amount of variables can determine the basis on which you measure the success of a brand. However, the brands that make an impact are often ones that are compared among many of their competitors. Still, usually, it ends up being two in the running for first place: Apple vs. Microsoft, Nike vs. Adidas, Netflix vs. Hulu. Redditors will overpopulate a thread to vouch for the cult brand that has impacted their life, inundating their posts with statistics, evidence and hyperlinks to support their thesis on why their opinion is, in reality, a fact.
Many people populate the metaverse with a strong will and sharp tongue, but what is it about a brand that creates brand loyalists who declare, “I do.” at the altar and weather any PR storm – til death do we part? It begins at the heart of the brand: what they stand for, their purpose and the execution of those values and beliefs into fruition. People are drawn to brands how a woman is drawn to a man: through depth and feeling. “Good brands are a way to achieve the uncreated self and redeem self-love. That’s why we love them. That’s why we feel called to them.” Satisfying consumers correlate directly with the heart of a company as creating a cult often commences with the feeling the product or service gives you.
COMPANY + VALUES = HUMAN
Not literally, but let’s take a look at this formula. Companies can assume to be the Tin Man in the bunch, but ultimately, there is a heart there all along. Creating and executing a company’s values will draw in consumers who resonate and appreciate what the brand stands for, cultivating an organic affinity between a product or service and a person’s inherent nature. This dynamic is parallel to a relationship between humans.
By humanizing a brand, a company can form genuine connections with its consumers. Apple, for instance, is an excellent example of humanizing a brand. A few of their values are:
We are all in it together, win or lose.
We are creative; we set the pace.
We want everyone to enjoy the adventure we are on together.
The linguistics of their values promote unity, creativity and the feeling that when you are using Apple, they support you via their products. With these values, top-tier marketing and innovative development, it’s inevitable for there to be a cult following.
HIRE WHO EMBODIES YOUR COMPANY VALUES
Energy is everything. When a company hires people whose personal values correspond with the company values, it increases human capital and serves as another form of marketing. Employees who are compelled and considered by a progressive, humanized company will do more than work for the brand – they become brand ambassadors.
Character and values cannot be taught, so it’s essential to hire within the company values. In doing so, a company will encompass a positive corporate culture that cultivates internally and spreads externally through consumers and outsources alike. Like-minded people who have the same company goals have a high chance of creating and maintaining a top-notch vision that will retain their consumers.
THE CONSUMERS’ DECISIONS SHOULD BE EASY
Competing with other brands is more about the emotions behind a product or service than the product or service itself. A great example of this is Nike vs. Adidas – both of these companies offer the same products with different designs. While it seems Adidas is worthy of the competition, “Nike is the world’s leading brand in athletic footwear and apparel and the most valuable sports business brand in the world.“ Consumers choose Nike because the brand represents greatness, honor and ambition.
When consumers wear Nike, there is an alignment of heart and mind. Considering Nike’s exceptional execution of visual marketing for decades, people who wear their products mentally unify with the professional and successful athletes of their time. It makes them feel like they are on the right path – their chosen path to greatness. Choosing Nike is not an option for their brand loyalist – it is the obvious choice.
Loving a brand begins at the heart of a company. At Burkhart Marketing, we have the skills needed to aid in propelling your brand into success. Set up a meeting with us, today, to let our experienced professionals amplify your marketing plan.
