Build Repeat Business
If your brand doesn’t prompt people to come back to you for more, how in the world will it have any longevity? That means you must make sure your brand truly connects with your target audience and that you continue to expand its appeal beyond its original buyers. Also, as Disney makes clear, you need to be your toughest critic. If you’re not honest enough to confront your brand’s weaknesses and find ways to continually improve your delivery, you’re not giving folks the motivation to keep buying from you.
Twinkies may not, in reality, last forever…but their brand just might, and so can yours. We should all aim to build a brand with the lasting value of America’s favorite snack--but maybe with a little more nutritional value.