How a sandwich inspires brand loyalty

I live pretty far from the place I grew up, the South Jersey coast or "down the shore" as we say. So whenever I come home for a visit, there are a few things I really like to do and most of them have to do with eating foods I cannot get where I live now. First among those is the cheesesteak sub followed closely by Tastykake lemon pies and Manco & Manco's pizza from the Ocean City boardwalk.

I don't want just any cheesesteak sub, either. I want one from Vic's Subs in Absecon, NJ. Just a few houses down from the house where I lived as a child there is a small sub shop known for its tasty subs. I always go there first.

So this got me to thinking this morning as I am sipping coffee in the early morning Jersey sun, why is it that more brands don't inspire that same kind of loyalty? I literally drive past dozens of sub shops to get to Vic's. I don't even consider going anywhere else. Why? Because I am loyal to their brand. And why is that? Because I have an emotional connection to Vic's that I don't have with those other sub shops.

For me, Vic's brings back fond memories of big pickle barrels where you could reach in with long metal tongs and pluck out a huge dill pickle, then slip it into a wax paper bag to carry home. It is the place my little brother and I used to walk to when I was just 5, holding hands and gripping our dimes so we could buy popsicles. Or the smell of frying onions when you drive by with the windows open. The place connects with me through memories and smells and, of course, a great product fairly priced.

The lemon pies are the same. I can buy lemon pies made by other companies where I live in Florida, but I don't. They might taste good, but they won't taste the same as the Tastykake pies because I have lifetime of memories and emotional connections with that brand.

So how do you command the same kind of loyalty with your customers? It isn't easy to create an emotional connection that lasts for years, but it can be done. The thing to remember is that it doesn't and can't, by definition, happen suddenly. You must consistently deliver excellent product with excellent service. Then do something memorable. Make it special for your customers, a place or a product that they will want to return to over and over again.

A few months ago, I was here in Jersey and shocked to learn that my favorite pizza place had changed its name from Mack & Manco's to Manco & Manco's. I am not sure what happened to Mack, but I worried if the product would be the same. Would the cheese and the sauce and the big, steaming pies still taste like "home" to me? Well, thankfully, the recipe is secure and my experience there this week was nothing short of memorable. We waited in line to get in and I wouldn't even think of eating at any of the other pizza places that line the boardwalk. And that is brand loyalty we can all hope for from our own customers.

Marketing Word of the Day: Consistency!

Today's marketing word is consistency - doing the same thing, over and over. In the marketing world, consistency is what builds your brand, your reputation in the marketplace. It helps your customers, and your future customers, know what to expect from you.

I often use the example of McDonald's when I am talking to groups about branding and consistency. No matter where in the world you go, if there is a Mickey D's there, you know what you are going to find inside. The prices may change, and there may even be a couple things on the menu that are different, but you know that there will be golden arches, Big Macs and french fries. There are no green arches, pink ones or blue ones just because the manager didn't like yellow. They can't change the name to the "Big Jack" just because that's the franchise owner's name. They can't substitute onion rings for french fries. Why? Because the entire brand is built on consistency. It may not be my favorite place to eat, but when I'm traveling and I pull into the drive-through, I know what I am going to get.

Consistency in your own brand is just as important, even if you are a one-person company. Make sure that whatever marketing materials you have look the same, from your business cards to your signage. Choose a color or two to represent your company and stick to it. Pick a font you like, and stick to it. Over time, your "look and feel" will become known to your customers and they will know it is you when they see your materials.

Make sure your customer service is consistent. That includes your operating hours, the way you answer the phone, how you greet customers and the way your employees dress. Make sure the impression you are giving is one of professionalism and that you create trust with the customer. Of course you must deliver on your promises and uphold service levels that will create a positive image for your customers.

Be consistent, even when it feels boring. There is an old saying in our business that just about the time you are getting tired of seeing it, that's when your advertising is beginning to work. Remember that your customers have to "see" something a half dozen times or more before it even really registers. So consistency in your advertising and all your marketing efforts is important if you want to build a strong brand in the mind of your customer.