Brand loyalty has great value to advertisers: loyal customers refuse to purchase competitive brands and are even willing to pay more for your brand.  How do companies engender brand loyalty?  They do it by developing an emotional connection to their brands among their customers.

When we work with clients to create brand strategies, one of our main goals is to figure out how to develop that emotional connection.  We utilize a combination of market research along with a brand workshop with client executives to answer the following questions:

• How do customers feel about the brand and its competitors?
• What would get them to love a brand in this category?
• What is the “DNA” of our brand, the values we can leverage?
• Gap analysis: how do get to from our present situation to the desired emotional attachment?

Of course, the above is easier said than done.  When asked, customers don’t always want to admit to having “feelings” when it comes to a brand.  And company executives don’t always want to admit to the gap between where their brand is and where it needs to be.  But there are techniques to overcome those challenges.  We have a presentation that goes into detail about how to do so: “Charting the Course to Successful Brand Strategies,” and would be happy to present it, either in-person or via online meeting.  Just call me at 818-752-7210 or email info at bureauwest.com.