Harley Davidson is not just a motorcycle company, it is a lifestyle brand with a cult following that goes beyond selling products. So, how did this iconic brand build a raving fanbase that has stood the test of time?
We will examine the strategies Harley Davidson used to build its brand and create a passionate community around it. These strategies can be applied to any business looking to create a loyal customer base.
Building a Brand Story
Harley Davidson created a brand story that goes beyond selling motorcycles. They positioned themselves as rebels, outsiders, and risk-takers who seek adventure, freedom, and individuality. This brand story has resonated with their customers who see themselves as part of a community that shares these values.
Focus on Customer Experience
Harley Davidson focuses on creating a unique customer experience that starts from the moment a customer walks into one of their stores. The stores are designed to be more than just a showroom, but a place where people can connect with the brand, meet like-minded individuals, and participate in events and activities.
Personalization
Harley Davidson understands that every customer is unique and has different needs and preferences. Harley Davidson offers a wide range of customization options that allow customers to personalize their motorcycles to their individual style. Customers can choose from a range of colors, finishes, and accessories to create a one-of-a-kind motorcycle that reflects their personality. The company also offers custom paint jobs and can even personalize parts with engravings or custom embroidery.
By offering a high level of personalization, Harley Davidson has been able to create a sense of ownership among its customers. When someone customizes their motorcycle, they feel a sense of pride and connection to the brand. This has helped to create a loyal customer base that is more than willing to pay a premium for a Harley Davidson motorcycle.
Community
Building Harley Davidson has built a strong community around its brand. They have created events and experiences that allow their customers to connect with each other and with the brand. For example, the Harley Owners Group (HOG) is a global community of Harley riders that offers members exclusive access to events, discounts, and other perks.
Brand Partnerships
Harley Davidson has collaborated with other brands to create unique experiences for its customers and reach new audiences. For example, the company has partnered with Ford to create a limited-edition F-150 truck that pays homage to the Harley Davidson brand. The truck features a Harley Davidson-inspired design and special badging, and was offered in a limited production run.
Harley Davidson has also partnered with Sailor Jerry, a tattoo artist and brand, to create a line of clothing and accessories. The collaboration has produced a range of products that feature Sailor Jerry’s iconic designs and pay tribute to the Harley Davidson lifestyle. By partnering with other brands, Harley Davidson has been able to reach new audiences and create unique experiences for its customers. These collaborations have helped to strengthen the brand’s image and create a sense of exclusivity among its customers.
Harley Davidson’s success in building a raving fanbase is not just about selling motorcycles, but about creating a community around a lifestyle brand. By focusing on customer experience, personalization, community building, brand partnerships, and a compelling brand story, Harley Davidson has created a loyal customer base that is more than willing to pay a premium for their products. Business owners can learn from these strategies and apply them to their own business to create a passionate community around their brand.
