How to build Brand Loyalty FAST

Repeat after me: people don't care about what your product, they care about how you make them feel 

If you need to work on this come and join in my Cult Brand Workshop. Free link HERE 

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Transcript

SPEAKER_00 0:05

Hello my friends, welcome back to Hastis Let's Talk Beers. If this is your very first time here, welcome. I am somebody who is just purely and utterly obsessed with brand and obsessed with building businesses. I've had 11 of them so far to date. It's definitely not going to be the end. I know there's many more to come. And I love to talk about brand. I love to work with people on their brands. I love creating my own brands. And what you'll find here is a mix of me talking about what I'm doing in my business behind the scenes and sharing any insights or any learnings that I've had along the way. I also love to talk about brands in general, what I'm seeing out there in the market, what I'm seeing trending, what's working, what's not working. I'm a big fan of Cult brand in particular, really building strong brands that have very strong community, building up your ride or die followers, and building a brand that stands for something. It's not just something to make money, not just purely for the sake of having a business. That's what I'm about. If that's what you're about, hi, welcome. I'm so happy to have you here. So what I want to talk on today, it's a little bite-sized episode for you today, and I really want to talk about the identity and the psychology of what makes people opt into a brand. I'm just gonna say if you can hear the ocean in the background, it's again 10 pm. There's something about me and nighttime recording. I do love a nighttime recording. I've got the doors open, the ocean is very loud out there, but hopefully it's just some soothing background noise. Back to business. So I want to talk about the fact that people don't buy products, they don't care what you are selling, they don't care what your service is, they don't care what your product is. What they actually care about is who they want to become and how you can help them feel like they've become that person. It's not even necessarily helping them become that person, they want to feel like they're one step closer, and it's much faster for them to do that through simply buying something than it is to actually doing the work and making the transformation. Everyone's looking for the shortcut. So when you understand that, your job becomes so much easier. When you can really deeply understand the inner thoughts or those inner desires, the deeper emotional layers of why somebody wants something, and then you position your product or your service, essentially, really your brand, as the answer to that, as the way for them to be able to express themselves. You've got them. Truly, you have got them. They're obsessed with my brand, they're obsessed for the same reason that I am. So when we can do that, when we can build not just a business, but something that helps somebody feel something, that is powerful, that's exciting, that makes me want to keep going, and that is my hope for you with your business. Is that it's not just something that you wake up and you go, Okay, how can I make some money today? You wake up going, how can I show up and make impact today? How can I help somebody become the dream version of themselves today? How can I do that? And I get to make it such a simple process for them by learning the correct language that I need to use so that they find me. It's all about your messaging and your positioning, and then truly always coming back to why we started our business in the first place so we never lose sight of that bigger vision, the bigger picture here. People want to feel seen, they want to feel understood, they want to be represented, they want to know that you get them. So when they see that, they come across your brand and they feel like, wow, this person understands me, they're in my head. That's where that connection is formed. Your brand is really the thing that helps people step into that version of them that they want to be, and for some people they want to be more confident, for some people, they want to be more energetic, for some people, they want to feel calmer, maybe they want to be hotter. Whatever it is, when you can help them step into that through the path of least resistance, which is simply from buying something, from checking out checking out, you stop being in a lineup against all of the competitors in your industry because you understand what they truly want at that deeper level, you are the missing piece to the puzzle, and you will never have to worry about price comparison because when somebody sees that you are custom made for them, and that's what it feels like when your messaging is so tight and so on point, like it's speaking directly to them, they feel like you are curated just for them, so they're never going to look sideways, they're not going to pick someone else because you're the thing that was created just for them. Back in the day when I was a homegirl, I used to wear cross colours, and I would save my money, and I wanted every colour of these pants. I ended up getting every colour of these pants, and there was nothing that I wouldn't do to get these jeans. I don't know if anyone remembers cross colours, I'm really showing my age once again, but they were these baggy, baggy jeans. They sat really low slung. You always had your boxer shorts showing through the top of it. Like, think crisscross, if anyone remembers crisscross. That's these that's what these pants were like, and they were in so many bold, vibrant colours. I had orange, I had purple, I had green, I had white, black, denim, all of the colours. I don't know how I afforded it. I don't know how my mother afforded it, but I just remember I was willing to do anything to get these jeans, and I would do all the chores, all the jobs, and I just that was my one focus because when I put those pants on, it was immediate. I walked different. I'm pretty sure I talked different. It was just a complete identity shift into who I wanted to be, and that's what good brands do, and it doesn't just happen with product-based brands, it happens with service brands, it happens with coaching businesses. Think about a hair salon, perfect example. When somebody steps out of the chair, it's not just about the cut or the colour, it's why are they doing the cut or the colour? What does it bring them closer to? What version of them do they feel like they're immediately transformed into? It's like Pilates. I don't go to Pilates just to do exercise. There's many ways I could do that, and I don't pick my particular Pilates studio just because it's Pilates. I pick my one because I love the vibe. It's I almost feel like I'm not cool enough and not hot enough to be there, but I want to be there because I want to be cool, I want to be hot. So I want to step into that Pilates studio, and it's it's aspirational almost. It's like, yes, it gets me that little bit closer to who I want to be. So, how does this look for your brand? Figure out who your people want to be, number one. That's the most important thing. What are their ambitions? What do they value in life? What are they what are their deepest desires, their aspirations? What aesthetic are they into? Even aesthetic people don't give enough thought to the aesthetic sometimes. The whole reason I choose my Pilates studio is because of the aesthetic. And then once you know who they want to be, guess what? You get to become a symbol of that for them through your brand. You get to express that through your brand. They get to buy from you and feel like they're that one step closer. So make sure that every piece of your brand, from the the aesthetic, the tone, the way you speak, the the content that you put out, the world that they get to step into, make sure that it reflects something they would be really proud to tell people, hey, guess what? I'm part of this, or I'm wearing this, they proudly wear a logo. When somebody connects at that level and you become the symbol of that person that they want to become, they will proudly wear it, they will proudly share it. If you don't nail your identity, you will only ever be up against your competitors and they will choose someone cheaper. I hear it all the time from people saying, I can't come into this industry, it's too saturated, there's too many other options. I'll choose someone, or you know, they'll go, My competitors just come out and they're a hundred dollars cheaper. It doesn't matter. It truly doesn't matter. It's never about the money. When somebody feels moved enough, when somebody feels connected enough, they will find the money just like I did with my cross colours, just like I'm sure you have with a purchase that you've made recently. It is never about the money. People find the money. People waste money every single day on things that don't actually matter to them. So when they find something that really matters to them, the money appears. The money is there. They're just not spending it if you can't make them feel something, if you don't connect their identity. Identity is what people feel loyal to. The second that they feel like they're giving up that you, the brand, the identity that connects them, they would be giving up a part of themselves and they wouldn't be willing to do that, would they? If you're listening to this and you're going, okay, Candy, that sounds great, but how do we actually translate that into my messaging so that my brand connects with identity? I have got you. I'm going to put in the show notes for you access to my Cult brand masterclass. You're getting access to it for free, but go and click the link, do it stat, do it right now because the masterclass is on the 15th of April, which is just days away from now. I want you to have a seat in this room. We're going to workshop this for your own brand. Normally, people pay me a lot of money to do this and to sit and talk about this, and to give you the framework and the workshop, you're getting it free. So go in, drop your name, drop your details into the little link that I'm providing. It's best suited for those who already have a business or you're about to launch a business. It's probably not the best if you don't have a business yet, or you don't have an idea for your business yet. It'll probably go a little bit over your head because we're going to be workshopping your existing brand. So I hope to see you in the room. Let me know what you want me to chat about next week, otherwise, I will just come on and and probably just talk about what happened behind the scenes in the masterclass, what's happening in my brand, maybe one of my member brands inside Business Lounge. We've got a lot happening in there. Actually, I just want to before I go, I have to celebrate this. One of my members came in and she shared a big win with the rest of the group. How she went from zero dollars, brand new brand, when she came in. She hadn't even launched yet. It was kind of just she had the idea she'd been in business before, but this was a new brand she wanted to launch. We had a call, and 30 days later, she had made $24,000 in one month. How incredible is that! So, shout out to Lauren from Barn House. We actually gave her a little feature on the Business Lounge Instagram page today as well. I'm going to also link our Instagram page in the show notes. You can go check that out. But other than that, I will love you and leave you, and I will talk to you next week.