Building, maintaining, connecting with and growing your “Brand Advocates” is crucial to assuring long term brand value. This is the “core” group of individuals who will “stick” with the brand through the ups and downs, regardless of competitors need to capture category market share.
In great measure this group of “brand advocates” are loyal to a fault, but the brand must understand this loyalty comes with a desire to become and stay “connected” with the brand. Also, the expectation is the “brand” stays true its principles. This should be familiar territory for most brands, as we have discussed, these are founding pillars that are established at the outset of creating the company. These can change, be adjusted, but in no means can the overall direction of the company and the “foundation” be completely re-built. Even if a company “rises from the ashes”, the original foundation that made it great once, must be re-established and new “brand advocates” re-engaged.
However a brand chooses to engage it’s “advocates” these are the ones that spread the “virus” of brand loyalty. Many brands have been able to infect masses of “brand advocates” for many years or even decades (ie. Apple, Nike..), and the formula of “foundational principles” always pushes the brand to aspire for continued greatness, along with connecting with these loyal customers. Continuing to build this “engagement” relationship through new digital, viral and social means is an integral piece for assuring long term brand success.
Always look for ways to build, maintain and grow your “Brand Advocate” base…
Always stay “True” to the Brand
Always look for ways new ways to “Connect”…
Enjoy the Ride..!
Bryan Smeltzer
www.bryansmeltzer.com
“Product Innovation & Marketing Success Blog..”
The author
I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands. Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.