Are You a Brand Fanatic?

Successful marketers strive to develop “brand fanatics” among its customers.  Why?  Loyal and fanatical brand enthusiasts are your most cost-effective means of marketing and advertising.  Word-of-mouth fanaticism is priceless – each and every customer has the potential of becoming your best marketer of your brand.

But how can you expect your customer to become a brand fanatic if your own organization and its employees don’t reflect that same brand enthusiasm?

Avant has defined four levels of brand relationships:

Brand Awareness – this is simply awareness of your brand without cognizant differentiation.  In the 1970s and 1980s, high brand awareness was the only goal of many marketers – the higher the awareness, the higher the potential of increasing market share.  Smart marketers realized that though brand awareness did increase interest in the brand, it was more of an “effect” than a “cause” in the true brand relationship with customers.

Brand Advocacy – this occurs when a person is not only aware of the brand, but has a positive perception of the brand but has no brand relationship.  This stage normally occurs as a brand is initiated and is a stage in its maturity.  Brands that maintain this type of brand relationship with its customers find that their product or service is easily substituted and have not established strong brand loyalty with its customer base.

Brand Affinity – this occurs when a customer personally identifies with the brand.  Examples include a person that refers to themselves as a “Ford Owner” or as a “Starbucks Coffee Drinker”.  There is strong emotional connection with customers that have high brand affinity – they feel that they are as much of brand as is the product or service itself.

Brand Fanaticism – this is the ultimate brand relationship that few brands ever achieve.  Not only do these customers have high brand affinity and loyalty, but they constantly promote your brand to their peers and other potential consumers of your product.  They have a tremendous pride in being a consumer of your products – not usually because you have a great product, but because you have a great brand – they have connected on both an emotional and intellectual level through the basic beliefs and values of your brand.

So once again, the critical question is:  Can you expect your customers to become brand fanatics if your own employees aren’t enthusiastic about your brand and what it stands for?

The Avant “Living the Brand” approach ensures that all employees in your organization become “Brand Fanatics”.  This approach not only ensures that your brand performance lives up to the expectations of market participants, but ensures ongoing brand loyalty and profitability for your company.