Harley-Davidson- A Cult Following – Can We Translate This To Our Business?

I have picked top three reasons that we can also use in our day to day life and become a cult (may be at local level):

Brand Positioning: “Rebel by Choice” – Clear brand positioning by bikers, for bikers, the company cracked the magic formula very early on in its initial years to create a differentiator. The motorcycle manufacturer created a unique identity for self as  a cult that allows it’s members ‘freedom’, ‘individualism’, ‘rebellion’, and the ‘American way’. Lesson for us – Try and find a positioning for yourself or your business, build a seamless connect between yourself and your customers (use technology – it’s really very low cost – just try) They should feel a sense of pride being associated with you. Have you ever tried and decode some common things that we do; go to a particular saloon, go to a particular eating joint etc etc. Can you create the same Brand positioning for yourself (you are also a brand) or your business? Just think…

Create Brand Loyalty: Harley created a club called The Harley Owners Group (H.O.G.), This club would allow Harley to connect itself with all stake holders like customers and potential customers. There are more than a million members spread over 25 countries worldwide. Through H.O.G, Harley would sponsor biker rallies, organize charity drives, and offer special promotions to its diverse fan base. Moreover, new members could enjoy their first year free-of-charge. In Indian context Pidilite is a shining example of such Clubs called “Fevicol Champions Club”, approximately 100000 carpenters are part of these clubs and they value this community. Can you thing of some loyalty programs for your customers? Ask your selves why your customers should buy from you again and again?

Diverse: Diversify your sources of revenue, Harley used its success and added new product line to its overall product basket. Harley has now a complete range of apparels & accessories; you don’t just ride a Harley-Davidson motorcycle. You need to dress the part as well. The best example in India Context is ITC; it started as a company with Tobacco product and now is into Hotels & FMCG. Now most of us will think that these are big companies, how I can copy their strategy but take one example of your neighborhood market and you will find many small businesses using their success to diverse and expanding their circle of influence. Question is can we look at expanding our circle of influence and expand beyond what we do?

Though apart from these there are hundreds of other reasons on why Harley is successful but the top pick of this list will be reasons that link customers to your heart. All successful brands have become top brands by gaining Heart Space of the consumer and take example of any local level business that has been successful has done it through Heart space only (in the longer run) , even my local Grocery shop does Home delivery , personally knows my liking , my name, my best timings etc… I am a loyal customer not because of price but because of other factors .

In these tough times , this can be the biggest differentiator.