4 Ways to Build a Brand That Customers Will Love
Few brands can illicit a cult-like following from their customers like Moosejaw has. Customers of the cross-channel retailer of outdoor apparel and gear have been known to take pictures with their Moosejaw flags on the tops of mountains, on vacation and even on their wedding day. They send emails to Moosejaw telling it that they're sorry for buying from their competitors ("it was a one-time thing and I'll make it up to you") and that receiving the brand's emails are the highlight of their week. Pretty impressive stuff.
In the opening session of NEMOA's directXchange conference in Boston yesterday, Moosejaw's CEO Eoin Comerford discussed how his brand has cultivated this passionate customer base. He left attendees with four tips on how they can build a brand that customers will love (and in some cases hate). But first you have to define your brand, Comerford said. To do so, ask yourself the following five questions:
- What does your brand stand for?
- What does your brand stand against?
- How is your brand different from its three closest competitors?
- Would your customers list the same things?
- Would your employees list the same things?
Moosejaw's mission is to sell the best outdoor stuff and have the most fun while doing it, Comerford said. What it doesn't stand for: boring, expected marketing; selling based on price only; selling products they wouldn't buy themselves; hiring for skills ahead of culture; not having fun at work; and treating customers as checkbooks or idiots.
Moosejaw lives by the following four values, which are key to creating a culture that its customers (and employees) love:
1. Be notable. Every touchpoint is an opportunity to create a brand event, Comerford said. This extends from signage in your stores to phone calls with customer service reps to the boxes you ship your products in. Moosejaw's boxes are adorned with stickers and personal notes from the warehouse employees who fulfill the orders, for example.