Becoming A Forever Brand

Do you ever wonder if your brand has what it takes to be a forever brand? A kind of brand that people can’t live without. Your consumers not only want you but practically need you to be a part of their lives. This unique position is where many brands covet to be. One of the greatest example is Facebook.

The Facebook brand initially launch with the idea of connecting people. Today is has become a behemoth of a system that has taken over so many parts of our lives from video, messaging to advertising. You can login onto other websites through Facebook and now you are dependent upon their technology. This wasn’t accidental, instead it was purposefully and strategically crafted so that you will never breakup with them.

Big box brands from Facebook to SoulCycle have turned themselves into forever brands and here’s the secret sauce:

1. Create a Tribe

Today we’re a shamelessly sharing society. We share everything from cabs to our lives with total strangers. Take this opportunity to create your own sharing tribe. When people are collectively part of a group with the same goal it becomes a powerful advertising tool for your brand.

2. Keep it simple

Don’t over complicate things. The easier it is for your consumers to use your products the more likely they will stay with you. If your consumer has to go through multiple clicks and answer a sleuth of questions before obtaining what they want from you, then they are more than likely be turned off and desert your brand.

3. Personalize

Who doesn’t like something that is specifically made just for them. We all do! Personalizing your consumers’ experience enhances your brand personality and makes your brand much more human versus transactional.

4. Be Newsworthy

Don’t be boring. If your product offering is in a crowded market you need to take care to differentiate your brand and how it can benefit your consumers. It’s ok to think outside the box.

5. Take On The Social Issues

Consumers will likely purchase a brand if it supports some kind of social issue that is important to them. They want to know that the money they spend is helping others who are in need. When the shoe company Toms first launched, their wild success was attributed to the fact that they gave back by providing shoes for those in need.

6. Integrate into Your Consumer’s Lives

This might sound pushy but in fact it works. If you notice many brands are using social listening tools in order to create a cohesive experience for consumers. This is a way to personalize the experience while integrating into consumers lives in order to communicate or solve a problem.