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Growing a sticky brand has 4 elements to strive for: your market understands you, your customers choose you first, they come back again-and-again, and they brag about you. The companies that achieve all 4 gain significant financial benefits.
Speaking in the language of your customers will accelerate your sales and make your brand more engaging. The three steps to speak your customers' language is to listen, interact, and feedback loops.
Brands aren't born perfectly formed. They are grown through deliberate experimentation and iterations. Iconic brands are built over decades and thousands of iterations.
Your firm's strengths may not be enough to differentiate your brand. Strengths are table stakes. They are simply required to be in the game, and compete in your industry. Differentiation originates out of one identifiable strength.
Brand symbols function as a visual shorthand. Nike has the swoosh, and Starbucks uses the twin-tailed mermaid. When customers see these symbols they immediately think of the associated brand. The company doesn't need words to tell their story. The symbol does it all. The article chronicles Sticky Branding's approach to developing a symbol for our brand.
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.
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Jeremy Miller
Top 30 Brand Guru
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