The answer to this question is at the heart of customer loyalty. It's all about aspiration. Where are you going to take your customers? Is it a journey they want to take? And what will it be like? If your vision meets their aspiration, then you have a loyal customer. They will stay with you, because they want to go on the journey that you have promised them.
If we look for an example of an aspirational brand we could look at Apple. They make a very clear statement about where they will take you. From the origins of Apple they have always innovated, and they continue to do so today. They transformed personal computing with the launch of the iMacs in the 90s, then transformed popular culture with the iPod and iTunes. And according to a recent survey of mobile sales, it was the best selling phone in October. They're not necessarily the best products in their category, but through their design, packaging and promotion they deliver a clear statement to their audience. People but Apple products because they want to go on the journey that Apple will take them on.
But aspiration doesn't have to be about looking into the future. You might aspire to a time when things were different. That's certainly the journey that Hovis promises it's customers. Take a look at this advert.
It's a fantastic piece of story telling, and gives a very clear statement about where Hovis will take you, captured in the final frame: 'As good today as it's always been'.
It doesn't matter where you take your customers. But they must believe it. You need to decribe the journey. So where do you take yours?
If you'd like to talk about how to make your brand work harder, call us on 01392 248107 or email jonathan@alderandalder.co.uk.
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