7 P’s to Help You Communicate What Your Brand Stands For
The most successful brands today don’t just deliver a great product; they also resonate with their customers around something they “stand for.” Most consumers could do a reasonably good job of describing what brands like Nike, Whole Foods, Disney, and Apple stand for, and studies show that has a big impact on customer loyalty.
What are these brands doing to successfully make their values resonate with their customers?
Perhaps your company also has core values that it stands for, whether it’s innovation, customer service, caring for those less fortunate, or up-ending the status quo. But if your customers aren’t feeling those values through their interactions with the brand, you won’t get the kind of impact that Starbucks or Harley Davidson does.
For reasons I will describe in this article, it’s definitely not enough to just tell customers what you stand for. Instead, use a combination of the 7 P’s described below and, you will be modeling what the leading companies are doing.
My Wall Street Journal bestselling book, Winning Digital Customers: The Antidote to Irrelevance, contains a blueprint for developing a successful strategy for your company as well as practices to aid in identifying new trends and opportunities to explore. You can download the first chapter for free here or purchase the book here.