Why Should Brand Matter to Your Business?
Branding—it’s more than a logo or visual flair. We’ve said it before, and we’ll say it again: at its core, brand is a feeling. And, let’s face it, what sticks with people the longest? Feelings. They just have a way of clinging, like glitter after Burning Man.
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Brand Loyalty Matters
So, what does that actually mean? Well, I’m a brand loyalist to the core when it comes to certain everyday products. Take Bubly, my favorite seltzer water. I’m a full-fledged fan—flavors on point, and don’t even get me started on their packaging. I love it all, from the can colors to the cheeky, dad-joke-level copywriting that makes me laugh every time I crack open a can. It’s a brand my whole family gravitates toward. When we’re traveling and can’t find Bubly, it’s a minor crisis. We joke that we might need a Bubly Anonymous group because our brand loyalty (read: addiction) runs that deep.
Now, let’s flip to a cautionary tale. Once upon a time, I was a hardcore loyalist to a particular snowboard boot company (no names because, well, I’m not here to throw shade). For 13 snowboarding seasons, I forged out the cash—$300 a year, which, if you’re counting, adds up to almost $4,000. And mind you, boots are just one small part of your snowboard gear, you’re also throwing cash left and right on boards, goggles, helmets, outwear, season pass and so forth. Every year, I got new boots from this company, without so much as a glance at the competition. Turns out, though, comfort is a real game-changer when you’re doing over 100 snowboarding days a year. And yep, I finally found out other boots were, well… actually comfortable. Oops. My loyalty was to the brand, not the product. Lesson learned.
Your brand-loyal, returning customer is the easiest sale you’ll ever make
Imagine your customers feeling that way about your business. They come back year after year, product after product, or service after service without even considering other options. That’s what brand loyalty looks like. Something about your business evoked a feeling that stuck. It could be the look, the ease, the values, the vibe—whatever clicks with them. That’s why it’s crucial for your brand to truly reflect what your business is all about. So here it is, one more time for the folks in the back: Brand is a feeling.
