People love their Apple products. Most of us are unshakably loyal to our favorite beer, sneaker brand and pizza shop. But no one takes brand enthusiasm to the extreme like Tesla fanatics.
Just check out your favorite outlet for social media and you’ll see what I mean. Apart from Elon Musk’s obsession with Twitter, it’s his consumers who are filling every social channel with unrelenting praise. Tesla owners and dreamers seem compelled to share their every interaction with the brand.
I'm a little obsessed. I've never had so much fun driving a car! In fact, it doesn't even feel like a car. It's a new, incredible experience that you need try for yourself. You won't want to go back. Thanks @Tesla and @elonmusk for creating the future. #Tesla #Model3 pic.twitter.com/LksrYJCwRd— Jared Mecham (@jaredmecham) October 3, 2018
What is it about Tesla that generates such loyalty? And how can you bring that magic to your brand?
First and foremost, you have to be truly different from your competition. Everyone talks about their differentiators, but at the end of the day, do they really make you THAT different from others in your field? And if they do, do you passionately live up to those differentiators every single day? Are they at the core of every marketing message? While major automakers were developing hybrids (short-range electric vehicles with a gas-engine “backup”), Tesla pledged a “no compromise” approach to building a 100% electric vehicle and a nationwide network of charging stations—then went out and did it.
Also, is your product or service making a difference in the world, or at least in the lives of people who use it? Don’t think that’s possible because all you sell are widgets or all you provide is a common service? Then I challenge you that you’re not thinking hard enough. You need to think like TOMS or Uber or Amazon Smile. You need to disrupt your field and, in the process, inspire others and build brand loyalty around your greater mission.
It’s fun stuff to think about. It’s even more fun to do. Commit today to electrifying your brand. It will change the way you look at the world—just like getting behind the wheel of a Tesla.
Mike Schwabl is owner and president of Dixon Schwabl Advertising and the proud owner of a 2015 Tesla Model S. (Although, as Mike or any Tesla fanatic would tell you, the model year is irrelevant since all Tesla vehicles improve over time with free software updates.)