10/05/2021
When people talk about a brand, they usually speak about logos and colors, and I'm here to tell you that you're wrong. A brand goes beyond tangibility. It's an experience, an emotion, a passion. When companies hire me to teach their leaders how to tap into their brands, I often use Chewy as an example.
If you know me, you know we have a small zoo at home. We use Chewy A LOT. Monthly, I'm probably spending anywhere from $100-$300 on their services. Having all of these supplies conveniently arrive on my doorstep saves me massive amounts of time and effort. Truth be told, I really feel bad for our FedEx person's back.
Today I received this package from Chewy. It's a simple, unsolicited, genuine, thank you gift being their customer. You've probably heard people talk about these gifts before. A pet passes, and they get flowers or a sympathy card. People get pet birthday cards or congratulations on a new family member. This kind of action builds brand evangelism, which is absolute gold in the age of social media-conscious consumerism.
The single fastest way to build a brand is by showing your customers that you appreciate the hard-earned money they spend on you—and actually mean it.
Again, bravo Chewy.
