So you’ve got an incredible product that’s ready to charm the world. Great, you have come to the right place. An effective brand marketing strategy is the quintessential pathway to revealing the true power of your product to the public. Traditional approaches to marketing sought to build brand loyalty amongst their audience, meaning a tendency for consumers to stick with a particular brand, rather than trying the competition. But a new model has emerged that allows brands to build a far deeper relationship with their consumers. This model is known as BRANDcebo. 

The BRANDcebo approach aims to foster such a profound and passionate investment within the consumer, that they begin to see their values and themselves through the brand. This self-expression can run so deeply, that a placebo effect takes place: consumers don’t just think they are living/experiencing/performing better while using your product…they actually are. To start your journey, here are some practical marketing tips to get you en route from brand loyalty to brand dependability, by achieving BRANDcebo.

Supercharge Your Strategy

The first practical step in reaching BRANDcebo, is to make a change in your strategy. Update your model from traditional brand loyalty: awareness, perceptions, interest, loyalty) to Brandcebo’s brand dependability model. Start recentering your focus on beginning with something that goes beyond awareness: priming. Create a conscious feeling associated with your brand that triggers a promise your product delivers on. When the consumer’s expectations are exceeded, allow them to want it. Bad. As they realize your product is “the one” that beats out all the rest, their love and devotion exists as dependability, and therefore devastation if your product were to suddenly poof out of existence. 

Evoke Emotional Connection

The essence of BRANDcebo is allowing your customers to identify with your brand. Understand the values, beliefs, interests, and aspirations of your consumers and encourage them to self-actualize through your products. This can take the form of being loud and proud about the core values of your brand. If your company believes in sustainability, run campaigns that reflect the brand’s enthusiasm for saving the planet. Allow customers to feel like your product helps them realize their goals and do good for the world. 

Offer an Unforgettable Experience 

Take your brand marketing strategy up a notch by offering customers an experience they can’t forget. Show them that your product will change their lives and bring them memories to boot! Say you have a loungewear line, help them imagine how those clothes will make them feel when they wear them. Show them that your products are the pinnacle of comfort and relaxation. In fact, prove to them they might have trouble relaxing without it. If you offer in person classes, give them the hour of a lifetime. Say your brand is upbeat, crank up the music, flood the room with optimism, and leave them begging to come back for more. 

Build a Community, and Offer Citizenship

Much like Harley Davidson insinuates a club and Starbucks practically invites you to live in their stores, your brand can make magic by evoking a sense of belonging. If you have a brick-and-mortar store, make it as inviting as possible and encourage your customers to stick around. If you are selling online, create an exclusive group of loyal followers. Achieve this with membership opportunities, loyalty programs, and a smashingly successful social media presence. Whenever possible, let your customers speak for themselves and advocate for you. Empower them. Their adherence to your brand will shine brighter than any strategy you ever could pay for. 

Overperform and Overdeliver

Make promises. Yes, don’t be afraid to go for it and tell your customers exactly what they can expect from your products or services. But if you do, always be prepared to overperform and overdeliver. Leave your customers shocked and breathless, in utter disbelief that they got more than what they paid for. It might seem impossible, but the key to BRANDcebo is that your products actually work for your customers in some way shape or form. No gimmicks allowed. 

So now you have a precursory roadmap to set your business up for not only success with your customers, but a lifelong and mutually devotional relationship. We hope you are ready for the commitment that a superpower brand marketing strategy like this entails. Lucky for you, we have your back and all the support you need to make it happen. Get started here or buy the book for the fully immersive experience!