Why is loyalty so high among customers of Cult Brands? A simple but elegant explanation is that modern humans join communities by making purchases. That’s the big secret behind Cult Brands: they give their customers the sense that they belong; their brand’s values become part of their own identity.
We’ve had the opportunity to interview Brand Lovers—the most profitable customers of many of the world’s most loved brands, from brands that are well known—like Apple, Linux, Vans, Harley, Star Trek, Oprah, and IKEA—to other lesser known brands that are still LOVED by their customers—like Scheels.
A common theme we hear when working with these brands is the feeling of family. Customers want to feel like they are part of the collective. They feel included, important, special.
So ask yourself:
Are we making our associates and customers feel part of a family?
Are we cultivating a workplace where employees feel a sense of connection to others?
Are we making a conscious effort to make our customers feel welcomed and important?