Is Your Brand Sticky?

To manage this important dynamic, consider the following steps:

1. Discover. First, understand your customers beyond simple demographics. Know what they believe about your brand and the competition. Understand their lifestyles, what motivates them, what their belief systems are — even how they talk.

There are dozens of ways to learn this information using surveys, conducting one-on-one interviews, executing lifestyle overlays, reading customer feedback and simply listening to them. Never make assumptions about who they are — prove it. Then, make sure your entire company intimately knows who they are by sharing a detailed description and even a picture of what they might look like.