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Building a brand is something that is not easy and it takes a lot of time and effort in order to do so and most importantly authenticity. Almost all companies wish to create a positive emotion and gain recognition almost immediately when someone sees their company logo or hears their company name and this is something that Zippo – a wind-proof lighter manufacturer company based in Pennsylvania – has achieved in a very short period of time. 

Zippo is a name that we have all heard about and anybody who sees the company logo or hears its name immediately recognize the brand and relate it with a company that manufactures lighters. It is a brand that is associated with trust, tradition and durability and is something that all companies can learn from.

Zippo is all about quality and personality

Zippo has its own reputation and it is a brand that conveys personality and quality. Its brand persona is such that it reflects the true nature of the brand to its core. Zippo manufactures lighters with utmost care and creativity as it believes that the lighter a person uses should reflect his or her personality. Be it the design or the color, Zippo lighters are the true reflection of the user’s personality.

Keeping users’ personalities in mind, Zippo has become more innovative in their manufacturing process and started offering customization services to their customers through their website. There is a ‘Customize It’ option in the website of this company where customers can upload images those they want imprinted on their lighters so that they have a unique Zippo and tell the world what they are and what matters to them.

Zippo is very particular about their brand name and it works each day to ensure that their brand reaches new height every day. They believe that customer satisfaction is what matters the most and it is the prerequisite for building any brand. They understand that quality begins at the roots and they ensure just that while serving their esteemed customers.

Entrepreneurs, marketers and company executives should consider the values on which the company operates before designing its advertising and marketing strategies. Your efforts to fulfill the promises made by your brand would help you to create something meaningful for you, your customers and your company at large.

Zippo communicates directly with its fan

Zippo recently launched an interactive experience for its fan and named it ‘Share the Pain’ in an effort to communicate with the fans in a better way. It is basically a campaign that has been inspired by the company values and customer feedback. This was created in response to customers venting out their grievances regarding loss of their Zippo lighters through the social media. Zippo created the sharethepain.com with meaning content only for the million Zippo customers. They also engaged in one-to-one conversation with customers via Twitter to sympathize with their pain of losing their lovable Zippo lighter.

These campaigns have given Zippo exceptional results and have increase Zippos fan following in the various social media platforms like Facebook and Twitter. It is really important to have a strong social media presence these days in order to have a great future. This is one important investment that Zippo has made in order to connect to customers in a better way.

There is a lot to learn from Zippo as it has always been a thriving brand due to its authenticity and ability to communicate with their customers. 

Source - Give and Take UK