Creating Brand Loyalty: Insights from Brand Scientist Reilly Newman
In the ever-evolving business world, creating brand loyalty is more crucial than ever. Recently, Amanda Wittstrom Higgins sat down with brand scientist Reilly Newman to discuss the importance of brand loyalty and how it impacts a company's bottom line. Reilly, co-author of the book "Brandy" and host of the award-winning podcast of the same name, shared his insights on what makes a successful brand and how companies can stand out in the marketplace.
The Brand Experience
Reilly emphasized that the brand experience encompasses everything from how someone answers the phone to the cleanliness of the bathroom. "It's all those small details, but actually they add up to this full experience," he explained. "And then from there you can start tailoring those little touch points along that journey to help manage that perception of the brand."
Amanda noted that while it might seem daunting, being intentional about your brand positioning is key. "It doesn't have to be luxury, it doesn't have to be perfect, it just has to be authentic," she said.
Successful Brand Examples
Reilly highlighted several brands that have successfully created a strong brand experience. In-N-Out Burger, for example, has managed to maintain top quality and a great reputation while keeping their pricing affordable. "They've really done a great job of positioning, but also on their logistical front and all of that of lining everything up under that," Reilly said.
Another standout brand is Liquid Death, which has disrupted the bottled water market with its unique packaging and strong personality. "It's just taken off from there because I think that personality was so really strong in it," Reilly noted.
The Importance of Pricing
Reilly stressed the importance of pricing as a key element of creating a successful brand. "Price is so neglected when it comes to businesses," he said. "Sometimes I feel like businesses just pick a price. And that is a huge misstep in the sense of you need to strategize around your pricing."
Amanda agreed, noting that pricing is critical in the wine and beverage industry. "If you don't price yourself correctly, you're going to be in no man's land," she said. "So there's a couple of things that happen. Either you don't make the margin or somebody else takes the margin that you should have been making."
Disney's Brand Magic
When it comes to creating a memorable brand experience, Disney is a prime example. Reilly noted that Disney has done an excellent job of investing back into their customers and leveraging nostalgia to bridge the gap between generations. "They've been able to do that, and that's really helped them bridge the gap between generations where now grandparents taking their grandkids to Disneyland or watching an old Snow White film or whatever it could be, there's so much value in that," he said.
The Motivation Behind "Brandy"
Reilly and his co-author Scott Saunders were motivated to write "Brandy" to cut through the smoke and mirrors of the marketing and brand world. "We wanted to take these very intangible and very kind of loose concepts and try to boil 'em down into very digestible sips per chapter where someone could sit down while they're drinking coffee or having a glass of wine and just read it and chew on it for a little, and then maybe read the next one the next day," Reilly explained.
Connecting with Reilly Newman
For those interested in learning more about the art of branding, Reilly can be found on LinkedIn or through his company's website, www.motifbrands.com His book "Brandy" is available on Amazon and is a must-read for anyone looking to create a successful brand.
In conclusion, creating brand loyalty is not just about having a great product or service; it's about creating a memorable and authentic brand experience. By being intentional about your brand positioning, pricing, and packaging, you can stand out in the marketplace and build a loyal customer base.