In my journey of helping build some of the world’s most iconic brands, one question keeps coming up:
“What makes a brand thrive?”
And my answer is always the same…
Connection.
That’s it—creating a genuine connection with your audience that goes beyond products and services.
How do you do that?
By understanding what truly resonates with your customers and leveraging one or more of these 12 core value propositions to build lasting loyalty:
- Identity: Helping customers express who they are
- Community: Bringing like-minded individuals together
- Belonging: Creating a sense of being part of something bigger
- Purpose: Aligning with a mission that matters
- Trust: Building a reputation for reliability
- Creativity: Encouraging innovation and new ideas
- Recognition: Making customers feel valued
- Inspiration: Motivating and uplifting through shared stories
- Empowerment: Giving people the tools they need to succeed
- Joy: Creating memorable, positive experiences
- Relevance: Staying meaningful and up-to-date
- Exclusivity: Offering something unique and hard to find
You don’t need all 12.
Pick the ones that resonate most with your brand and the people you serve.
👋 I’m BJ Bueno, a brand strategist, author of The Power of Cult Branding, and a speaker on building lasting brand communities.
💡 Explore more insights on creating brand loyalty at CultBranding.com
🔑 Learn how to turn your customers into passionate advocates.