True loyalty is based on values & trust.

Consistent brands are seen as reliable and trustworthy. Dependable service and meeting expectations are table-stakes in most business categories, but it is trusted relationships that determine repeat customers and word-of-mouth evangelists.

When every aspect or touchpoint of your brand adds to your trust-bank by reinforcing shared values, brand affinity increases. Purchases become opportunities for customers to express their own values by buying into your brand. Starbucks, Nike, Apple, and others excel at creating lifestyle brands that encourage high levels of loyalty. Buyers will happily pay a premium for brands that fit their aspirations for themselves. Aligning with customer values, communicating with insight and building trusted relationships are the keys to buyer preference.

My BrandPlan maps out with clarity exactly how to create and execute a leading brand for any category. Click the button below to start the discussion that will take your brand to the next level.


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The Brandbase™ Scorecard is a concept and tool I have been using with brands of all sizes since 1995. Organizations have found it to be the single most important tool in setting strategic brand goals. 

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