Brands are more than what they sell.
Building a strong brand identity starts with letting customers know who you are and how you take care of your people.
The way you communicate that to your customers says a lot about who you are and what your brand stands for, and having a strong brand can seriously affect the bottom line.
People are attracted to what retailers stand for more than what they sell. Once marketers realize this, they can be free to focus on creating an identity rather than only pushing products.
As the top way that retailers communicate with customers, email is essential to any brand-building strategy.
L.L. Bean is a great example of how to create a strong brand that people feel tied to. They create a great experience and image beyond just their products - it’s a lifestyle.
They know what they’re great at, who they’re aiming for, and they do it well. That’s the essence of building a great brand.
He’s the Founder & President of M.E. LeBlanc & Company Inc, an advisory, thought leadership, and media company that includes several of North America’s leading podcast properties including The Voice of Retail, Remarkable Retail, and The Food Professor podcasts. He is also a Senior Retail Advisor to the Retail Council of Canada.
This week, James and Michael discuss:
- Differences between Canadian and American retail
- The importance of catalog exposure
- Brand-building with new customers
- Product recommendations
- Retaining new customers
Listen below or on your favorite podcast app. If you enjoy the episode, please leave a rating and subscribe for future podcasts.