I got a spam message today about “building brand fanatics”. I’m not sure what they were selling (note the spam part) but it got me thinking. Are customers fanatics for my brand?
One of the groups we work with is an all-girl, fast-track roller derby team, and asides from being really cool people to work with, they are really great marketers. Everything they hand out has their logo on it, but isn’t the same true about many organizations? The obvious answer is yes, but what makes them different is the attitude their brand conveys. People love wearing their stuff because of the perception that they are rough and tough, don’t take junk from anyone and aren’t afraid to take out their aggressions on each other. The reality is that they are all professionals with great day jobs and simply do roller derby for fun. Perception drives their brand! When was the last time we got excited about a golf towel with our bank’s logo on it?
Our business is the same way. At the end of the day we put ink on paper, just like countless other printers, but the difference is how we get from point A to point B. let me be clear, the purpose of this blog is not to promote my business, but as a consumer I know what I like. Companies must engage and excite me to the point I can’t help but buy if they want me to become fanatical about doing business with them! Our goal has to be creating the same experience for our customers if we expect to grow our business.
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