Why do some organisations and products like Apple and Coca Cola mean something to their customers? Yet others in the same space, are better priced or loaded with more features, fail to generate that same kind of “stickiness” that skews a market and transforms sales?
In this last decade we in the brand business understand more about the workings of brand loyalty thanks to the role of neuroscience in consumer behaviour. We have uncovered that brand loyalty resides in those areas of the brain that relate to the emotions, like the prefrontal cortex and hippocampus. These are our emotional processing centres and where value systems and beliefs influence the buying behaviour of every "loyal" customer. These areas create decisions that are processed entirely by emotional drivers beyond features and benefits.
Naturally the question on the lips of brand managers and brand specialists alike is “How can I too, inspire a stronger level of customer loyalty into what we are bringing to the market?
In the past businesses have looked for that one magical logo, that one clever positioning statement that would make more sense to its customer base. Each hoping that the new positioning line, or re-launched brand would be the trigger for more customer loyalty.
The truth we now know is that it is not just the one or two aspects of brands that ignite brand loyalty, but actually eight. These eight distinct brand "faces" have now been shown to be woven into the fabric of every inspiring brands that has ever captured the imagination of markets or movements.
For two decades my consultancy has thrived on understanding and improving each of these eight faces of brands for clients across Australia.
Discover how we identify which of the faces are already engaged in your brand plus those under-performing or even worse not even in play. Maximise on each brandface and implement a plan to manage their ongoing effectiveness. Improve your market share and business continuance even in times of economic adjustment. Call me to discuss how we could assist you achieve this year's objectives.
Monika Evers, Brand Specialist, Principal Consultant.
