This content is an excerpt from a recent Thrive Global Interview with Antonia Hock. To read the full interview, click here.
Our Global Head, Antonia Hock , recently sat down with Thrive Global and shared a few essentials that a business can model to build a trusted and beloved brand.
Invest in Passionate Advocates
No matter what channel you choose, a brand without passionate advocates will fail to connect. Invest in building a great culture first where passion and commitment are cultivated and supported. That will translate directly to customer engagement. Chick-fil-a is a great example of a brand that has passionate advocates driving brand success every day.
I recently had a customer tell me that she pulled up to a store in the pouring rain, and she was waiting for the storm to subside to come inside to eat. A Chick-fil-a employee noticed and came out with an umbrella to escort her into the restaurant. She could not stop smiling, raving, and posting all over social media about her experiences. In her own words, she is now a “Chick-fil-a customer for life!”! This underscores that the way a consumer experiences a brand will drive loyalty and, in turn, results.
Be Specific and Disciplined About Your Identity
Consumers want to connect with brands that have a specific identity that speaks directly to them. As a brand you cannot be generic, appeal to all, and be successful. Take a stand and have a focused, disciplined identity that appeals to the specific demographics you target.
Peloton has done an exceptional job of focusing on consumers that are passionate about fitness, but crave a connected, yet private, community experience. They have built a platform that supports and engages this specific demographic, and their reward has been stronger growth and an enviable social media following of passionate consumers.
Be Honest and Authentic in Your Connections
Research shows that the coveted Millennial and Gen Z consumers want to engage with brands that have a definitive point of view on social, business, and environmental topics. As a brand, you cannot be non-committal or neutral on important generational issues. Part of being authentic is to find a way to consistently express your brand values, so you connect with your desired consumer.
Athletica is a great example of a brand that is leading with a core social statement. When you log into Athletica’s app, the first screen you see is that they are a “Proud Certified B Corp”. You do not see products, offers, or other advertising. Instead, you see this strong statement about their commitment to a social movement that balances their supply chain, employees, and environmental impact with their profit. This is another way to connect with the heart of your consumers and drive that authentic brand connection.
To view the full interview with Antonia featured on Thrive Global please click here.
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