Brand storylines make brands stick. Instead of marketing to your customers, speak with them. Share ideas. Find common ground. Have a conversation. Muldoon’s Coffee leverages storylines to go beyond marketing, and engage their market in a conversation.
Growing a sticky brand is hard. Really, really hard. Every company featured in the Sticky Branding Stories column is doing something pretty amazing. And in every case they are leveraging their core capabilities and investments to grow a sticky brand. But what’s not as obvious is each of these companies have faced adversity.
A clear call to action is one of the most important aspects of your website. But it’s hard to it get right. Someone stumbles across your website, they find the information compelling, and then … what’s next? Answering “what’s next?” can be the difference between a prospect contacting you or having them move on.
Pride may be one of the Seven Deadly Sins, but it’s also an essential ingredient in branding. You can’t grow a compelling brand without a deep-seated sense of pride in your business.
Competing in the middle is a challenge. You don’t have the economies of scale of the big brands, and you don’t have the nimbleness and low overhead of the small players. The middle has the worst aspects of both worlds.
The hallmark of a sticky brand is adoring customers. The challenge is standing out, and delivering an outstanding experience. Good does not garner adoring customers. Good is average, and average isn’t worth bragging about.
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