Borrowing Disney’s brand loyalty blueprint for a long-term competitive advantage
Brand loyalty is the holy grail of marketing.
To create an allegiance so strong within your customers that choosing your brand is their default setting feels almost like a magic trick. But as a Denver marketing agency that specializes in developing brand loyalty, we can say with confidence that it is not supernatural. Customer loyalty can only be earned through thoughtful brand strategy.
One of the godfathers of brand loyalty, Walt Disney, summarized his secret recipe for a competitive strategy to creating brand loyalty. His quote lives on for marketers across the globe:
“Whatever you do, do it well. Do it so well when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.”
Clearly, Mr. Disney had a knack for inventing his own competitive categories, but there’s another reason the brand remains one of the most successful in generating loyalty to this day: They are constantly fulfilling their brand strategy.
And that’s where a competitive strategy for creating brand loyalty begins.
Brand strategy is the internal process of defining your competitive advantages in a meaningful way that connects with customers. It’s about finding the services that are not easily duplicated by your competitors. It’s how someone like Walt Disney can create something as magical as “Where Dreams Come True,” seemingly out of thin air. There’s a method to the madness, and a competitive brand strategy will define every single moment of your brand moving forward. From brand strategy comes brand activation, where you bring the strategy to real-life moments for your customers. Then comes brand momentum where you do it over and over and over again for them. And then nirvana: brand loyalty.
If you’ve never gone through the brand strategy process, perhaps it’s time you try. So many of our clients arrive at COHN searching for downstream answers like sales and retention when the answer is much further upstream: create brand loyalty by developing brand strategy.
Connect with COHN today and we’ll bring our integrated team of experts together to build a brand that generates loyalty.
