Smart businesses develop a special brand, a strong identity that stands for something meaningful in the eyes of their customers. But how do you create a magnetic brand that attracts loyal customers? In-depth interviews with customers can help, says brand-building expert BJ Bueno, founder of The Cult Branding Company, but only to a point. “Consumers rarely articulate their true motivations even when directly questioned,” he says. “People simply cannot describe why they really do what they do. The bottom line is that you must focus on figuring out what motivates your best customers."

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As a result of Bueno’s brand management work, he has developed a suite of key recommendations and guidelines for businesses seeking to create and establish a successful brand strategy. Here are some of them:

• Build your business around your best customers instead of trying to aimlessly drive sales. Over time, your return on your marketing and innovation efforts will rise.

• Focus on what your brand does best. If you try to be all things to all people, you’ll end up being nothing to everyone. Be bold. Be unique. Differentiate your brand around your strengths.

• Understand what makes consumers tick. Learn how they think, feel, and behave toward your brand. That isn’t easy, but if you can decode these drivers, you’ll be better positioned to create long-term customers.

• Be relentless in serving your best customers. Give them plenty of reasons to stay with you, and no reasons to leave. Push your business to continually find ways to make your customers’ lives easier and better.

• Find ways to wow and surprise your best customers. Do something extraordinary and unexpected for your customers.

• Determine what your brand stands for, and deliver on your promise. You must become relentless in your devotion and dedication to delivering on your brand promise each and every day.

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