3 Lessons from my Levi's

One of the things I like about giving presentations to companies is meeting a new group of people and exchanging ideas. Recently several attendees and I had a great discussion about the power of branding.

Later while changing my clothes, I was reminded how Levi Strauss & Company is one of the best in the business at branding. Just before I stuck my legs in the jeans I noticed a printed message on the outside of the inside flap of the pocket. From this short note, I've pulled three lessons that can maximize your brand.

Be Different: Often when you buy clothes the only message you get is a piece of paper telling you that it's been approved by Inspector #5 or worse, a sticker that ends up sticking to you! Some companies do have attached messages about their products. But they're gone once you remove them.

Levi's uses a non-traditional yet permanent location for its statement of principles. You can see it every time you put on and take off the jeans.

State Your Values: In a few short lines, Levi's states that you've bought an authentic pair of their jeans, their jeans have been around for more than 150 years, and that they are an American tradition that is popular worldwide.

There probably aren't a whole lot of differences between a pair of Levi's and all the other jeans on the market. But you wouldn't know that from how the company promotes itself. To them, you don't ask, "Are those a new pair of jeans?" but rather, "Are those a new pair of Levi's?"

A Call to Action: The message on the pocket also thanks the consumer for carefully examining the quality of the sewing and craftsmanship of the jeans. Instead of saying the jeans were inspected by #5, they're so confident in the workmanship, they're almost daring you to find an imperfection. Most people aren't going to carefully scan the stitches but you love the idea that it's a big deal to Levi Strauss & Company.

Keep your eye out for other good examples of branding. How a product makes you feel will likely determine whether you'll buy it.

Don’t Treat Your Customers Like Gym Members

Imagine that you go to look at a gym. You’re taken around by staff, shown all of the great features, and are made to feel special. They you sign up and before long you notice that something has changed in the relationship. You’re surprised to realize that once you sign on the dotted line, the gym doesn’t care about you.

While this isn’t true for all fitness facilities, most are based on a business model that’s all about getting new customers. They want to sign you up, get any initiation fee, and take your dues every month. The gym would love it if you stopped coming but kept paying your membership.

You’re never asked for your opinion or suggestions for the facility. As a loyal customer, you never receive any special treatment. Management doesn’t care if equipment gets worn down or the locker rooms aren’t as clean as they used to be. They’re happy to take your money every month and they’re betting that you won’t leave. Why do you stay? Because getting out of your contract is a complicated process, you still want to make good on your fitness commitment, and there’s no other gyms nearby.

That is until a new gym opens in town. Then you start to see a mass exodus to the new place. Suddenly you may see the old gym get a bit of a facelift with things like balloons. New membership offers will be promoted as a way to pull in more more members. But as a current member, you’re not getting anything new or better out of the situation. So why should you stay?

A lot of businesses treat their customers like gym members. Don’t forget the people who helped make your business what it is and instead only focus on getting new customers. People will stay loyal to a place that they feel cares about them. But if you take them for granted, they’ll run to the next new thing in town.

When was the last time you reached out to a longtime customer and told them that they are appreciated? Do you ever go to them for advice or guidance? Do you communicate with them about exciting products and services that are coming in the future or is your only contact with them, a monthly bill?

In this economy, relationships matter more than ever. If you treat your customers like a dumbbell, then don’t be surprised if they drop you.