This brand is driven by an outstanding team that believes deeply in the brand at all levels of the corporation. Members know their role and that doing a good job directly benefits and influences the success of the brand. Even former employees of the brand are still celebrated and enjoy being associated with the brand.
This is a brand that celebrates its victories. It has a vibrant and interesting history that it readily shares with its customers.
People are absolutely crazy about the brand. Customers actually wear the brand logo mark all over the place. They have bumper stickers, posters, memorabilia. Their message is communicated in a variety of very creative ways.
The brand understands its target audience and core demographic exceptionally well, making sure they give customers exactly what they want.
The brand stays true to its roots, but still finds ways to evolve and remain current. The brand enjoys true one-of-a-kind distinction from its competition.
Even when the brand is going through tough times, its customer base stays loyal. The brand makes its followers proud and the sense of loyalty to the brand is regularly passed down from one generation to the next.
The brand? Did you guess it?
THE NEW YORK YANKEES
Whether a fan or not, we can all learn an important lesson from the Yankees. They are an example of how brand distinction and recognition result in long-term customer loyalty and support. More than just a baseball team, the Yankees have a brand legacy that for those who love them, no other team can (or ever will) match. Visit them here: www.yankees.com.
What lessons can we learn from this great brand?
A great brand:
Celebrates its key players and attracts top talent
Ensures that all personnel are aligned with the brand’s goals and attributes
Always lets its audience know about its successes
Consistently expresses its distinctive identity
Knows its customer base very well
Works hard to build lifelong relationships with its customers
Does not deviate from its roots or essence
Is unique and one-of-a-kind
Inspires loyalty in good times and in bad
Is always working to build brand loyalty among the next generation of customers
Ed Delia, PCM*
Ed Delia is president of Delia Associates, a Whitehouse, NJ-based firm that helps mid-market companies leverage brand awareness and technology to achieve market leadership. He is also the author of Brand Matters, a monthly e-newsletter featuring current commentary on brand-related topics. Ed is a frequent speaker on the subject, and has delivered numerous talks on branding, creative thinking, and technology-based marketing communications. To request Ed as a speaker, go here.