social media marketing 4tbiz digital agency 2
Channel: Marketing Analyst
Date: 05/01/2021

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With today's advancements in digital marketing, savvy firms can best create this connection and maintain it if they systematically build Identity Loyalty principles into their strategies. In this piece, we outline how to reinforce Identity Loyalty purposefully by using social media.

A brand's identity should be a clear, concise narrative that defines the brand's values and ideals. It should differentiate the brand, and if the narrative is sufficiently compelling, it can attract a profitable number of devoted consumers. In brand management, reaching this point when the brand and the target consumer become one is like achieving marketing nirvana. The consumer is no longer a patron but rather an evangelist for the brand, embarking on a self-initiated mission to build the brand through promotion and defend it against attack. Highly valued companies such as Apple, Air Jordan, Nike, Harley-Davidson and Ford have accomplished this.

Forward-looking companies can achieve this as well by incorporating social media, an important but woefully underused and misunderstood tool, into their strategies for the creation, development and maintenance of Identity Loyalty in their customers. But before brand managers should even consider social media strategies, they need to create what we refer to as an Identity Loyalty framework. This begins with a positioning statement and identifies four crucial elements: the brand's purpose (its "why"), the ideals and values it represents, the psychographic and behavioral attributes of its target consumer and the value proposition offered by the brand to those who become identity loyalists.