Monday, September 16, 2013

Who are you for?

Back in 1969 John Lennon and Paul McCartney penned the lyric, "And in the end, the love you take is equal to the love you make."

I doubt they were thinking about branding when they they sang it on Abbey Road, but great companies understand the reciprocal nature of their relationships with their customers.

If you want to create advocates for your brands, you have to advocate for them first. So the question you must ask is, "Who are you for?"

Now let me be clear, that is not "Who would you like to sell to?"

That's "Who are you supporting, rooting for, fighting for?"

P & G doesn't just make diapers, wipes, toothpaste, soap, beauty products and detergents. They are for moms.

Harley Davidson doesn't just make motorcycles. They are there for riders.

Organic Valley doesn't just sell food. They are for farmers.

Want to create passionate, loyal fans who are willing to pay more and advocate for your brand?

Then ask yourself one question, "Who are you for?"