In Episode #420, Eric and Neil discuss what makes a brand stand out. Tune in to learn how a brand’s interaction with its customers only leads to customer loyalty and followers who will champion for your brand!
Time Stamped Show Notes:
- 00:27 – Today’s topic: What Makes a Brand Stand Out?
- 00:40 – The popular brands are everywhere
- 00:52 – Their logos are subtle and reflects their vision and mission
- 00:58 – There’s always a story behind every brand
- 01:26 – “A brand tells a really good story”
- 01:33 – Emotion is another factor for a brand
- 02:12 – Brand’s way of interacting with their customers
- 02:25 – Some by events and some by social media
- 02:33 – Interaction is often taken for granted, but it is important
- 02:48 – Amazon is known for their great customer service
- 03:55 – There are brands that will also send out surveys for their services
- 04:19 – When a brand cares, it makes an immense difference
- 04:30 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 04:42 – Go to SingleGrain.com/giveaway for multiple entries
- 04:50 – That’s it for today’s episode!
3 Key Points:
- Take care of your customers—this is Branding 101.
- The way a brand interacts with their customers reflects, via social media or through events, tells the brand’s personality and story.
- A brand stands out when it can connect with its customers.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of marketing school. I'm Eric Siu.
Neil Patel: And I am Neil Patel.
Eric Siu: And today we are going to talk about what makes a brand stand out, so if you think about the popular brands out there, the Apples of the world, or even the Nikes of the world, these are the brands that are out there all the time. Right? And to kick things off just to think about those brands, when I look at athletes wearing Nike, or football players or basketball players out there on the field, these logos, they're really subtle, and they stand for something, right? It's just that when you think about a brand, it's what something is. There is a story behind it.
What's the story behind Coca Cola? Whether it's for example, like your mum taking you to Mcdonalds, when you were little to get a Coca Cola every day, there's always a story behind a brand. And so, when you see that logo, it tells some kind of story in your head. Whether its all the games that you watched around it, that's why when I remember a Nike, for example, I remember all the good football games or basketball games I've watched. To me its a symbolization of hard work. I've read the book, Shoe Dog in the past, so to me a brand tells a really good story. Logo's really subtle and it stands for something pretty solid too. So like Nike, just do it.
Neil Patel: Emotion is another thing, right. So what Eric's getting at, is one, celebrities that he mentioned, two emotions. Like the Nike, just go and do it, or Gatorade, you see all the athletes going all in, they are doing whatever it could be, to succeed. Another thing is, Eric also mentioned, is story telling. If there's a story behind it, like you can emotionally connect with that, you are much more likely to remember the brand, keep using it, it'll stand out. And another one that I end up having is, when you think about brands, right, how do they connect with their consumers? So, sure, sometimes a brand stands out by their logo, or their messaging, or what they do with athletes. But one simple way is, how do they interact with their visitors, their customers, their potential customers?
It could just be doing events, right. Budweiser does a lot of free events for their fans. Or, it could be that someone, a brand or a company is responding to all of their fans on their Facebook fan page, or on Twitter. It's that connection, and I think a lot of people take that for granted. When you can create that one to one connection, even if it's a corporate brand or a personal brand, you are really relating to people, trying to help them out. You are there for them. People remember that. They are much more likely to come back and be loyal to your brand.
Eric Siu: Great, so a great example of that is Amazon. They are known for customer service. I've been ... I looked at my Amazon LTV over, I think its been since 2010 or so. So there's like a CSV export you can do. I think I spent like $40,000 or something, which is not that bad considering its been, what? Seven years, and I purchased every thing through there, but my main point is this, whenever I ask, and I don't really ask for much, I don't ask for refunds much, but if there's a problem, I'll reach out to them. You'll see they'll just say, "Hey, just keep it, we'll send you another one. No problems at all." So its almost, that's kind of remarkable, because, you know, the fact that they let me keep something, and they are sending me a new one, and there is almost ... It was a painless experience.
I think about something a friend told me the other day where, when he got on the train, and I think it was in Japan or something, and one of the mottoes was, "Our goal is to make this as uneventful as possible." You want travel to be seamless, that's the same thing with Amazon too, they are telling you, that you can rely on them, and they are focused on the customer, and at the end of the day, that's what Amazon is. That's a good example, what Neil is talking about.
Neil Patel: Yeah, and Zaple also did the same thing. I've had a similar experience with Amazon. The funny thing is, you'll see some amazing brands and companies, like for example, Conversion Rate Experts, if you are a client of theirs, at the end of each month, they send you a survey that figure out how happy you are, because if you are not happy, even if they are producing results, they figure out why and they figure out how to delight you. It just shows that they care, and I think a lot of brands these days are missing that, where they don't really care about their customers, they just do stuff because of the money. But when you really care, it makes a big difference.
Eric Siu: Major difference, and it's adding a lot to, in terms of us being a client services business. Clients stay way longer now. So any way, that's it for today, and before we go, we have a one year annual subscription of crazy aid, that we'd like to give away. This is a heat mapping analytics tool, by Neil Patel, and you can actually get multiple entries on this. So if you want to learn more, just go to singlegrain.com/giveaway. Once again, go to singlegrain.com/giveaway, to learn more, and we will see you tomorrow.
Speaker 1: This session of marketing school has come to a close. Be sure to subscribe for more daily marketing strategies and tactics, to help you find the success you've always dreamed of. And don't forget to rate and review, so we can continue to bring you the best daily content possible, we'll see you in class tomorrow, right here on marketing school.