Eight Steps to Build Brand Loyalty

Relentlessly serve your best customers better than anyone else.
To build brand loyalty, serve your best customers better than your competitors do.

Here are eight steps you can take to begin building brand loyalty.

Step 1: Focus on your best customers

Build your business around your best customers—what we call Brand Lovers—instead of trying to aimlessly drive sales. Over time, your return on marketing and innovation efforts will rise.

Step 2: Listen to what your customers are saying

Listen to what your Brand Lovers are telling you. Don’t be a transaction-making machine. Be a real person and build a business to serve real people. Care about them and they might just care about you.

Step 3: Understand what makes your customers tick

Learn how your Brand Lovers think, feel, and behave towards your brand. This isn’t easy, but if you can decode their motivations for doing business with you, you’ll be better positioned to create long-term customers. Talk to your customers. Read their comments about you and your products on the web. Read blog posts related to your brand. Most of all, truly listen to what your customers are saying.

Step 4: Determine why your customers choose you

Why are your current customers buying from you instead of your competitors? Knowing the answer to this question can define the future of your business and the level of brand loyalty you cultivate. Understanding what drives your customers’ choices isn’t easy because you need to decode the conscious and unconscious motivators influencing your customers’ buying decisions. And that’s no easy task, but it’s well worth the effort.

Step 5: Relentlessly serve your best customers better than anyone else

Give your loyal customers plenty of reasons to stay with you and no reasons to leave. Push your business to continually find ways to make your customers’ lives easier and better.

Step 6: Find ways to wow and surprise your best customers

Do something extraordinary and unexpected for your loyal customers. Instead of playing with “word-of-mouth marketing” programs, focus on better serving your customers and word of mouth will happen naturally. Simply put: give your customers something worth talking about.

Step 7: Focus on what your brand does best

If you try to be all things to all people you’ll end up being nothing to everyone. Be bold. Be unique. Differentiate your brand around your strengths.

Step 8: Deliver on your brand’s promise

First, determine what your brand stands for. Then, become relentless in your dedication to deliver on your brand promise each and every day.


Following these eight steps isn’t easy, but doing so will put you on the road to building lasting brand loyalty. Good luck!

Putting the Cult Back into Culture

supportive cultures facilitate personal freedom and foster positive growth.

If someone told you your company is a cult, how would you take it?

Instead of getting offended, you may want to feel a sense of pride. It all depends on how you look at cults and the role they play in creating your corporate culture.

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Finding the Heart in Leadership

The better you understand yourself, the better you can understand your customers and employees.

Your customers are human beings. Your employees are human beings. And yes, you are human too.

But what does it mean to be human?

As humans, we are conscious of certain names, dates, memories, beliefs, concepts, and aspects of our identity.

This collection of details are all above the surface. They are available to our conscious minds, retrievable by our thinking brains.

Below the surface, however, a vast reservoir of energy and instincts exists of which humans are not aware. Psychology calls this subterranean the subconscious mind and the unconscious mind.

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Harness The Power of Story

Harnessing the power of story can transform both your corporate culture and your brand.

“Good morning city!”

Emmet Brickowski was a construction worker, your everyday guy. He followed printed instructions on how to fit in, have everyone like him, and always be happy.

But Emmet had a greater destiny: to become a Master Builder. Master Builders don’t have to follow instructions. Inspired by others, they create from what’s inside of them.

If you don’t know Emmet, you may have heard of The Lego Movie. The Lego Movie premiered in February 2014, grossing $468 million worldwide at the box office.

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How to Hook Your Customers

Your job isn’t to create needs for your customers.  Your job is to make your customers aware of their existing needs.

Your job isn’t to create needs for your customers. Customers—humans—do a fine job of that on their own.

Your job is to make your customers aware of their existing needs. When you do this successfully, you trigger motivation in your customers. This motivation leads your customers to take action.

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A Big Mistake Most Retailers Make

Experiences are more meaningful than things.

A customer named Lisa walks into your store.

As she roams the aisles, her eyes gaze at an endless sea of colors and forms. She isn’t overwhelmed; she’s accustomed to endless choice.

Her mind is elsewhere. Something her daughter asked her this morning amuses her. She feels joy. Now she wonders if her husband kissed her before he left for work. A feeling of disconnection comes and goes.

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Beyond Loyalty Programs: 5 Ways to Create Loyal Customers

Determine what your business stands for. Then, relentlessly deliver on that promise.

Tim works down the street. He rushes into your store. Late for a meeting, he stepped into a puddle after lunch and his damp socks are bothering him.

He grabs the first pair of black mens dress socks he finds, pays for them, and hustles back to work.

Sandra takes a trip to your store after work. It’s her friend’s birthday and she needs the right gift. She always finds what she needs at your store.

Tim and Sandra are both your customers. They both contribute to your bottom line. But only one of them will lead to long-term profitability in up and down markets.

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How Cult Brands Draw Power from Their Enemies

Every revolution throughout history has a villain. Every great cause or movement has a power it draws strength from.

“The history of the present King of Great Britain,” Thomas Jefferson writes in the Declaration of Independence, “is a history of repeated injuries and usurpations, all having in direct object the establishment of an absolute Tyranny over these States. To prove this, let Facts be submitted to a candid world.”

Jefferson goes on to list 26 items as evidence of the king’s tyranny. This evidence, which takes up more than 50% of the Declaration itself, was vital to the document’s purpose: to rally the people of the thirteen colonies, to stand united as one people.

And like all great leaders of Cult Brands, the founding fathers of the United States knew that in order to stand together, you need an archenemy to stand against.

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