In “Sticky Branding,” author Jeremy Miller outlines twelve and a half actionable principles to create a brand that stands out in competitive markets, attracts customers, and fosters long-term growth. Miller, an expert in brand management, uses a combination of research, storytelling, and practical advice to present his principles in a user-friendly manner. This summary delves into each of these principles, highlighting key points and offering concrete examples from the book, along with specific actions for implementation.

Miller emphasizes the importance of a clear and simple brand message. Brands should communicate their value proposition in a way that is easily understandable and immediately recognizable by customers.

Example: Dollar Shave Club epitomizes simplicity with their slogan, “A great shave for a few bucks a month.” This clear, straightforward message helped propel the company’s rapid growth.

Actionable Step: Spend time refining your brand’s value proposition until it can be articulated in a single, simple sentence. Test this sentence with potential customers to ensure clarity and resonance.

A “first call” brand is the go-to option when a customer needs a particular product or service. Achieving this status requires deep customer relationships.

Example: When thinking of coffee, Starbucks often comes to mind first for many consumers. Their extensive presence and consistent customer experience reinforce their position.

Actionable Step: Develop a customer engagement strategy that includes regular touchpoints, such as newsletters, updates, or loyalty programs, to keep your brand top-of-mind.

Creating memorable experiences can solidify a brand in customers’ minds. Memorable experiences often involve exceeding customer expectations in unique ways.

Example: Zappos, known for its exceptional customer service, will often upgrade shipping to next-day delivery at no extra cost to delight its customers. This commitment to service creates lasting positive memories.

Actionable Step: Identify aspects of your customer service where you can add extra value or pleasant surprises that will make interactions with your brand memorable.

Understanding and defining your ideal customer allows for more targeted marketing and product development.

Example: Harley-Davidson focuses on a specific type of customer: those who embrace the brand’s “rebel” image and love the freedom of the open road. This focus helps Harley-Davidson create experiences and products that resonate deeply with their audience.

Actionable Step: Create detailed customer profiles that include demographics, psychographics, and behavioral characteristics. Use these profiles to guide your marketing strategies and product offerings.

Miller posits that sticky brands solve not just one, but two core problems for their customers. This dual focus enhances the brand’s value proposition.

Example: Apple solves the problem of complex technology with user-friendly interfaces and also addresses the need for stylish, aesthetically pleasing devices.

Actionable Step: Identify a primary problem your product solves and then find a secondary, complementary problem to address. Communicate both these solutions in your marketing materials.

Concentrating efforts on niche markets can help brands build a strong, dedicated customer base that larger competitors may overlook.

Example: CrossFit focuses on a niche market of fitness enthusiasts who prefer high-intensity, varied workouts. This focus allows CrossFit to cater specifically to their needs and preferences.

Actionable Step: Conduct market research to find an underserved niche within your industry. Tailor your products and marketing messages to appeal directly to this specific group.

Strong, personal relationships with customers lead to loyalty and advocacy. Miller stresses the importance of personal interaction and genuine care.

Example: Nordstrom is lauded for its customer service, often going above and beyond to help customers, such as making after-hours deliveries or handling special requests.

Actionable Step: Implement a customer relationship management (CRM) system to track interactions and personalize follow-ups. Train your team to prioritize and nurture customer relationships.

Building a community around your brand fosters loyalty and provides support structures for customers.

Example: Lego has successfully created a community of enthusiasts through user-generated content platforms like Lego Ideas, where fans can share their creations and propose new product ideas.

Actionable Step: Launch forums, social media groups, or user events to encourage customer interaction and create a sense of belonging around your brand.

Consistency in product and service quality helps build trust and reliability from customers.

Example: McDonald’s ensures consistency by standardizing processes across all its locations globally, ensuring that a Big Mac tastes the same regardless of where it’s purchased.

Actionable Step: Develop and adhere to strict quality control processes. Regularly solicit feedback from customers to ensure standards are being met and to identify areas for improvement.

Regular communication helps reinforce your brand message and keeps your business in customers’ minds.

Example: Glossier, a beauty brand, uses social media not only to promote products but to engage with customers daily through polls, reposts, and direct interaction, fostering a strong brand connection.

Actionable Step: Develop a communications calendar for regular emails, social media posts, and other outreach efforts. Consistency is key to maintaining engagement and top-of-mind awareness.

Authentic brands are genuine and transparent, fostering deeper emotional connections with customers.

Example: Patagonia’s commitment to environmental sustainability shines through their business practices and marketing, establishing authenticity that resonates with their eco-conscious consumers.

Actionable Step: Identify and communicate your brand values clearly. Ensure that every aspect of your business practices aligns with these values to maintain authenticity.

A shared vision aligns employees and customers around common goals and aspirations.

Example: Tesla’s vision of accelerating the world’s transition to sustainable energy isn’t just a company mission but a movement that customers and employees feel they are a part of.

Actionable Step: Craft a compelling vision statement and ensure it’s communicated effectively throughout your organization. Engage your customers by sharing progress and inviting them to be part of your journey.

The “half principle” emphasizes the importance of continual innovation and adaptation to stay relevant in a changing market.

Example: Netflix began as a DVD rental service but evolved into a streaming giant and content creator, continuously adapting to industry changes and customer preferences.

Actionable Step: Regularly review market trends and technology advancements. Encourage a culture of innovation within your organization by providing resources and support for new ideas and initiatives.

“Sticky Branding” provides a comprehensive guide for anyone looking to create a memorable and impactful brand. Miller’s principles, backed by real-world examples, offer a roadmap to building a brand that not only stands out but also fosters lasting customer loyalty and growth. By implementing these actionable steps, companies can carve out their unique space in the market and build enduring relationships with their customers.