First and foremost, buyers are those people who generate a sale for you. Fans are the people who drive your business forward. Building experiences and a meaningful relationship with your audience is a strategy that brings many results beyond the medium term.
The union of like-minded people is a natural part of human life. A movement that has helped create the existence of groups since the earliest times. Earlier, in the 20th century, with the development of popular culture, the first fans we know today were born. These are usually admirers and even fanatics of artists and celebrities.
As a result of this phenomenon, some brands have also gained a legion of fans. Especially those who have discovered how to stimulate the goals, values and tastes shared by their customers. However, it's not enough to match consumers' desires and preferences for products and services with something that truly represents them. Building a base of corporate evangelists requires delivering quality, humanized customer experiences.
To reach this level, you first need to develop a company with focus on the consumer. The process of building a brand image must first map out the customer's pain. Then map the customer journey. This is in order to understand the moment and situation of the relationship with the company and its users.
Passionate Consumers
Winning over devotees is a determining factor that helps startups conquer their markets quickly, even in the face of fierce competition. To this end, many have been creating passionate consumers for some time.
Apple is an example. Having a branded cell phone or computer includes people who love design and modernity, represents status, strengthens their identity and places them in a community.
Another big difference is Apple's obsession with end-customer experiences. The company develops every part of its products. From hardware to its online services, designed to improve user experiences.
Another example is Harley-Davidson, which represents the lifestyle shared by all motorcycle owners and fans. In other words, it is a brand that seeks to create a lifestyle around its products. Enthusiasts of this brand can even get together in motorcycle club groups, exchange information and meet in bars.
Among the startups, Nubank is another success story in creating fans. The institution is considered the most innovative fintech in Latin America. And it has managed to reinforce its objectives and the truth that customers have become fans of it and are proud to be part of the network.
Do you know one of the company's secrets that attracts these admirers? In the digital age, Nubank studies all the content that is inconvenient for traditional bank customers. In this way, it strives to get to know and talk to these people. A strategy of responsible action with an integral focus on customer experiences (UX).
Custumer Experience integrated into positioning
All the companies mentioned have conquered an army of fans - consumers who admire everything the brand does and think it's amazing. These are people who keep an eye on launches and innovations, are proud to be part of this community of followers and show and spread their message whenever they get the chance.
As well as thinking of strategic solutions to build deep relationships with customers, they also know how to combine the user experience with brand positioning. First of all, they must know how to tell the company's story in a fascinating way. As a result, they have managed to overcome the fact that companies are constantly collapsing or being bought out. Strong brands can stay in the minds of their fans forever.
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