I can count on one hand the few times that I’ve fallen in love with a brand.
You might fall in love with a brand for a variety of reasons, perhaps you have an experience with them that is so special it makes you a fan for life, or there is just something about their product that others simply can’t replicate, or best yet their mission resonates with your own values and buying from them supports the greater change you want to see in the world.
Most recently, I fell in love with Jet Blue as my airline of choice. Up until now I’ve always gone for the cheapest ticket, and as a result I would always get where I was going, but didn’t necessarily enjoy my experience getting there.
So how did Jet Blue ruin me for all other airlines? Simple – they made flying feel easy.
Jet Blue’s slogan is “Just Ask”, meaning if there’s something you want or would make your travel experience a little more enjoyable – you just have to ask and they’ll do their best to accommodate you.
This could be that you want as many little bags of Doritos that your tummy can hold, or something more practical like you want to change your flight without having to part ways with your left arm to pay for it.
Now this might sound silly, but this “just ask” philosophy relieved a lot of anxiety for me when it comes to making travel plans and booking long flights. I’m willing to pay a little extra for even this simple peace of mind. I also happen to really like Doritos … so that is a plus as well.
What I want you to take away from this is that, getting a customer for life isn’t rocket science. You don’t need to have some over the top differentiator to stand out.
What you need is a clear reason why someone should buy from you instead of someone else. And this must be communicated throughout your brand and expressed in every touchpoint someone has with your company.
If you need some help figuring out your differentiator and expressing it throughout your brand, I’m your girl. Check out my services for how I can help you set yourself apart from your competition and win more loyal customers.