What does Starbucks, Amazon, and Google have in common?
They make your life easier.
That's exactly what the greatest brands do. When your customers love what you do, it's because you've made life easier for them. It's the same thing your spouse has in common, otherwise you wouldn't have married them in the first place.
Brand loyalty is when you consistently deliver your product or service in a favorable way that delights and excites your customers beyond explanation. It's the moment when they start to say, "Wow, I can't wait to do business again with these people! They know exactly what I need!!"
It can happen on a personal level too. In fact, that's exactly what happened to me this morning. As I laid in my bed, soundly asleep, my doorbell rang followed with excessive pounding on the door. Startled, I stumbled groggily down the stairs to answer the door.
"Hello Daniel! I'm knocking because I want to bring you the water that you've ordered from "X" company. I find great delight in serving you and would like to welcome you to your new home. If you're ever in need of a luxury ride, I also work for a limousine company on the weekends and we have competitive rates if interested."
Did he knock on my door to give me water or sell me on his limousine services?
And I was happy to hear his pitch. After all, I do visit the big city often and I was looking to hire a driver a couple times a week anyways. Even though I lost a little sleep, I made a new friend who was more than willing and able to serve me.
We've all had experiences like this before. However, to understand what triggers customers to buy into your brand, you must acknowledge what gets their attention. The best way to do this is to know what gets your attention.
Here are 3 Secrets to Creating the Greatest Brand in the World:
1. Make It Easy: Your business (and income) grows in direct proportion to how easy you've made it for people. If your spouse makes life easy for you, you'll also find a way to reward them too (usually with more love and affection). Your goal is to make business easy for all of those you serve.
Winning customers with your brand comes down to convenience. McDonald's beats most fast food restaurants not because they have the best burgers in town, but because they have many locations and are completely reliable (for the most part). This is also true for all Fortune 1,000 companies; and your spouse!
2. Go the Extra Mile: It's easy to create and maintain business simply because your competitors are usually slacking off. It's like icing on the cake, you don't need to do it, but it makes the cake look and taste better! By going the extra mile, you have nothing to lose and everything to gain.
Think of ways that you can reach people on a deeper level. Ask yourself, "How can I make it easier for my customer?" Usually, you'll find that it can be a simple reminder or even recommendation. Maybe it's giving them some facts or statistics. Even if you have to get on your knees, everyone will win in return.
3. Mind Your Business: Great companies, both small and large, don't forget what business they're in. They stick to their core values and then branch out once they've mastered the key elements of their business. They never leave their core values and that's why they dominate in business.
My friend, Kevin Plank, founder of Under Armor, personally told me that he has in his office a message which explicitly asks, "Did I sell shirts and shoes today?" Obviously, Under Armor sells more than shirts and shoes, but he clearly understood that his customers want what he does best.
Bonus: Get Attention: Yes, I just followed my own advice! In order to do business on a massive scale, you must get the attention of those you'd like to serve. This means that you need a top-notch website, social media presence, and pitch. If you're able to explain your brand, you're likely to sky-rocket in business.
Getting attention is easier than it's ever been. Despite the information rush that we face each day, the basic motives are still in place. Once you learn exactly what it takes to get into your customers' minds and hearts, you'll be able to serve them in the best way possible.
If you want to create the greatest brand in the world, you have to follow these secrets. How will you make it easy for your customer? How will you go the extra mile? How will you mind your business? How will you get attention? Answer these questions every day and you'll unlock the prosperity for yourself and everyone you serve!
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