The key to building loyalty through branding is to be consistently and unapologetically genuine. Consumers must feel your brand's intended experience and receive your brand's promise in every interaction. Establishing a brand can be difficult, but maintaining your brand can be even harder, particularly in the face of growth and success. A perfect example of how to grow properly is Dollar Shave Club, which you can check out at www.dollarshaveclub.com. In 2012, Dollar Shave Club launched with this hilarious YouTube video that perfectly captures the unique Dollar Shave Club brand.
The grass-roots campaign was a hit. The video went viral, amassing more than 17 million views, and propelled Dollar Shave Club to success. So much success, in fact, that yesterday it launched four national television commercial spots. Considering the ad agencies, focus groups, and large amounts of money involved in this type of campaign, there is a real danger that a brand may dilute its personality to appeal to a wider audience. Not so with Dollar Shave Club. Check out my favorite of the four commercials.
Clearly, Dollar Shave Club has not allowed success and outside involvement to weaken the brand that made it successful in the first place. To the contrary, it has used this larger forum to further define its brand and distinguish itself from its much larger competition.
No matter what your particular brand, staying true to its message is always the best policy.
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