How Do You Create Brand Loyalty? Step 1 is…
How do you make sure your message gets out into the world? Well, it starts by being memorable.
Do you guys remember when Donald Trump was running for president and he said “We’re gonna build a wall.”
Now why did he do that? Was he really gonna build a wall?
Well, maybe. Maybe not. We don’t really know.
But what he was doing in that precise moment was this: he was putting in people’s minds an image – a concrete image – of what?
Of a wall.
And why did he put that image there?
Well, because first of all, this particular group of people was very, very interested in what they perceived as the problem of illegal immigration.
Now, if Donald Trump had said, “I see that illegal immigration is a problem,” that might have resonated with them. But it wouldn’t create an image in their minds.
Human brains run a particular way. And one of the things that’s very effective when you’re trying to communicate an idea to somebody is to attach that idea to an image.
And that’s what Donald Trump did with this “I’m gonna build a wall” image. It put this very concrete idea of a wall and connected it with the idea of “we’ve got to stop illegal immigration.”
It’s not enough to just have the idea, he created the image.
You’re gonna be completely forgotten without concrete images attached to your idea.
Now, how does that relate to you in becoming someone of influence in your marketplace?
Whatever product or service or offering that you have for your marketplace — It may be awesome. It may be world-changing. It may be the best thing since sliced bread. But unless it’s one of the handful of ideas that people are instantly going to grasp – like “cure for cancer” – unless it’s one of those, then you’re gonna be completely forgotten without concrete images attached to your idea, your offering, your product or your service.
Now by far, the very best image that you can ever attach to your business is a face.
We are drawn to faces much more strongly and powerfully than we are drawn to any other kind of object.
The very first step you’ve gotta take to make yourself, your brand, your offering, your service, your product – whatever it is that you’re trying to get out into the marketplace – the very first step you’ve gotta take is to connect that thing to a face.
That’s step number 1. We’ll talk about step number 2 next time.