Brand Dots

Posts Tagged ‘Harley Davidson’

As a child, I was always creative.  I loved art, music, and eccentricity.  God bless my parents because I put them through hell during my teenage years.   If I could label my teens and early twenties, I would call them my “Rockstar” years.

I started my undergrad degree as a rockin’, partying, art student.  But after a few years I realized that, while I loved art, I didn’t want to end up a “starving artist” so I changed my major to Marketing.  This was probably the best decision I ever made because, little did I know at the time, Marketing was my calling. While pondering my evolution, I had an epiphany.  I may have grown older and my focus has shifted to my family and career, but I haven’t lost my rockstar roots.

To build a successful brand, YOU have to be a ROCKSTAR!

• Stand out!  Be the company that sports pink hair, so to speak.  Make people within your respective industry stand up and take notice.
• Go against the grain.  It’s okay to be controversial.  Burger King is the first example that comes to mind.  They make a lot of people question their advertising methods but they continue to win over fans from their target market.
• Revolutionize.  You say you want a revolution?  Create one!  Be the first to try new things.  Break the mold.  Give your customers new and improved products.  Try a new distribution method or take your advertising strategy up a notch.
• Keep it real! Don’t be fake; authenticity is key.  Be consistent in your brand messaging, stay true to yourself and company values, and be genuine.
• Nobody likes a sell-out.  Fans know if you’re the real deal.  Give them what they want and stay true to who you are.  You can’t be everything to everyone.  Be you!
• Start a fan club.   Build a sense of community around your brand.  Give your customers an interactive experience.  Plan events, encourage feedback, and reward your loyal customers.  Harley Davidson has mastered this strategy.

So, to all my fellow rockstars – the key to your success is staying true to who you are, making yourself the center of attention, and embracing your fans.  If you keep this in mind, your brand will continue to ROCK ON!

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!