8 Secrets of companies that were able to build their brands on the trust of customers
Tips / / December 19, 2019
You want to build a brand that will be trusted more than a decade? Of course, you want to, and who does not want to?! Then it is necessary to learn from those who are already successful. Amazon, Apple, Nike, Coca-Cola, Starbucks, Ford and others share their secrets.
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Be personal. Amazon
An online store where you can find almost everything, has won the hearts and confidence not only of the US population, but a good half of the globe.
This is not surprising, says Brad VanAuken, chief strategist of the brand. The store gives you the opportunity to order in a non-stop 24/7 mode, and if you add to this a convenient site search; customer reviews and a lot of other sources of more detailed information about products; low prices; free delivery with a minimum order, it becomes clear why people love to book at Amazon.com
Add to that product ratings, personal profiles of consumers, compiling a list of desired products, offer additional purchases, the supply of goods on the basis of the already made purchases, operations managers Sales. Amazon is doing something that is so fond of the majority of consumers - it creates a feeling of personal contact.
After placing your order to buy Amazon Kindle package from the United States came to me 3 or 4 (I do not remember exactly) of the day, while how to order from online stores of the closest friendly countries, and sometimes even from Kiev, I can wait as much, if not longer.
Sell happiness. Coca-Cola
Let's omit the fact that the use of these carbonated drinks obviously does not add health, and look at what has been done for Coca-Cola with its product? They sell not sweet drinks, they sell smiles and good mood, they sell happiness! The emphasis is not on any special taste quality or packaging, and the pleasure and fun that can get customers. Their commercials carry extremely positive. Moreover, they managed to do so, now for Christmas and New Year, while the sale of other carbonated beverages falls (this is more "old goods"), is a bottle almost every family table Coca-Cola!
In addition to binding to the positive emotions, the company chtet tradition and never forgets that it all began and why. And buyers is also very loved and appreciated.
Keep promises. FedEx
FedEx is able to obtain the highest ratings for their work thanks to the dedication and passion with which its employees do the work. Because FedEx delivers not just packages, letters and boxes. Not! They deliver someone's values and treasures, something very important for customers. And customers reciprocate. In addition to this attitude, the company has built a good system of individual rewards loyal customers and has established good channels of communication through social media.
It should be cool (and fun). Apple
What most consumers expect and the press, with bated breath? New product from Apple, which will certainly be an excellent, cool, delicious, etc etc. IN the company realized that the most important thing in addition to high-quality products have to go further and emotional component. The customer needs to feel that he will listen that he will tell all and show. Each opening of a new retail store - is a holiday. As the opening of sales of the new product line.
In its Apple Stores trying not to talk about his philosophy, but to show its customers. They employ sensitive people and want people not just coming into their shops for a new purchase. The company wants to make people feel a little happier after the purchase, so that they were inspired, and their trust in the brand grew stronger. Apple retail stores are among the best.
True, in the ointment was not without a spoon of tar. Apple is not too appreciate the business of their clients and not particularly rewarding them for their loyalty. Perhaps this is due to the fact that the basic idea of Steve Jobs was to create perfect products and new categories in order to as far as possible to break away from its competitors.
Design and experience. Target
Pretty easy to forget that the Target - it is a discount store. Pretty corny advertising partnership with top designers, are produced in limited collections make it easy to forget about it fashionistas.
But Target - it is not only beautiful and fashionable clothes at affordable prices. The most important thing in their success - attitude to the buyer and the construction of its retail outlets so that everyone who enters the store, understand that it is easy to find here the right thing. Convenient layout of shops, nice design, and no queue length in life. Cashiers see to it that the people in the queues and evenly distributed if they see that one of the queue is too long, convert customers to where have to wait much less. Due to this there are practically no queues. Sellers treat their customers not as mere customers, but as guests. And what could be better than to come into a clothing store and not wander endless stands, and then do not stand in a huge queue? That's really where the purchase becomes a celebration.
Stay consistent. Ford
In an era of change Ford was able to create a company that is a bastion of reliability. All admired the company's strategy. Of the three avtoproizvodeteley Detroit at Ford the most consistent brand, product strategy and its execution.
The company are able to listen to your customers and try to meet their needs. It is also worth adding that Ford is concerned about the welfare of their customers and employees. They are reliable, they are consistent, they take care of those who work for them, and those who buy their products. In our changing world that is very difficult to find something stable and reliable. And if customers find it, they stay with the brand for a long time.
If you can - do. Nike
"If you have a body - you are an athlete." So says the company Nike, its mission - to bring inspiration and innovation to every athlete in the life of the world. The company has made the brand, which is used by both elite athletes and ordinary people. They are trying to convey to people that everyone can get better, everyone can empower themselves. To do this, just go and start doing. Just do it!
The company also does not forget about innovation - cushioning system Nike air, fabric Dry-Fit. As a result, consumer confidence increased, then they believe that the company knows what to do, and introducing new technologies in order to reduce injuries and make the sport more pleasant. Comfortable, stylish, safe, innovative - what else is needed for a quality sports brand?
Build links. Starbucks
After the recession, which has recently experienced company, Starbucks back on the horse and carries out his promise - to bring people together.
Why do people love to appoint business meetings at Starbucks coffee shops? Free Wi-Fi, pleasant music, separate rooms for meetings - the company stores are designed to help customers build business and personal communication. You go to a cafe and successfully conduct business meetings in a pleasant and comfortable atmosphere. And then tell about the positive experience of their colleagues and friends. And the company understands this and does everything that customers continue to be comfortable appointments in the shops and enjoy not only drinks, but also the results of business conversations. Comfortable, pleasant and delicious!