Building Brand Loyalty: How Stanley Became the Cup Everyone Had to Have
The Power Of Group Decision Making: What Small Businesses Can Learn From Optimizing The Buying Process.
March 20, 2025In a world where consumers have endless choices, building brand loyalty is no small feat. Yet, somehow, Stanley โ yes, the same brand behind the insulated tumblers your grandpa may have used โ has become one of the most beloved lifestyle brands among Millennial moms, Gen Z trendsetters, and everyday hydration heroes. So, how did a 100-year-old utility brand go viral? And more importantly, what can mission-driven small businesses learn from this?
The Glow-Up: From Hardware Store Staple to TikTok Icon
Stanley transformed its brand image through its cup redesign. Through its understanding of branding elements such asย color palettes and influencer marketing and limited drops Stanley transformed its functional mug into a lifestyle essential.ย Consumers today purchase more than a simple cup because they seek membership in a community and a specific lifestyle andย emotional connection.
This ties into whatโs known as the Brand Resonance Model, where the final stage โ brand resonance โ is marked by deep psychological bonding with customers. Through emotional storytelling, cultural relevance, and social proof (cue the Target drop chaos on TikTok), Stanley nailed this.
Key Lessons for Women-of-Color-Owned Brands and Nonprofits
- Emotion Drives Loyalty: Whether you’re selling candles, coaching, or causes โ emotional connection matters. Loyalty isnโt transactional, itโs transformational.
- Consistency is Queen: Stanley stayed consistent in product quality and brand message, even while evolving their look and audience.
- Community Fuels Conversion: Build a brand that invites your audience to participate โ not just purchase.
Want to learn more about how to design brand loyalty strategies that work? Check out this guide to building brand equity and explore how you can build resonance with your audience.
For those ready to elevate their brand strategy, Jules Management Group is here to help you transform your story into a movement. Letโs co-create a brand people donโt just buy from โ but believe in.
