Think IKEA is just about low-cost furniture for dorms? Think again. It's a company well-founded in purpose, offering nesting and affordable design for all. IKEA can teach every banker how to grow loyalty and profit from the inside out. Read on for our 3 favorite ways:

Here you are: Sensational Mr. or Ms. Business Person. But the sad truth is, if your company is selling a product or service, it's probably viewed by customers as a commodity they can get anywhere.

I’ve been a loyal Mercedes Benz driver for nearly 20 years and four different E Class sedans. The last one let me down so hard I won’t go back. The reason: they cut corners and it broke my heart.

Here’s a warning to brands everywhere about the dangers of subbing cheaper materials and snubbing your loyal fans.

Branders often overlook or ignore things that can have a big impact on the impressions they make on their customers. Case in point: the coat closet.

Some organizations inadvertantly leave others with a bad taste in their mouths over their closets—or lack thereof. Here's why:

There’s a lot of talk about how retailing—and other traditional business—is dead. And there’s much hand-wringing and complaining about how those big online giants are unfairly hurting brick-and-mortar businesses. 

While some of this pressure on physical locations is unavoidable, many retailers are driving their customers right into the arms of their online competitors.

The strongest brands on earth have a two-sided relationship with their fans. Like any real life relationship, there’s give and take. Speaking and listening.

If you’re only focused on advertising, posting, tweeting and shouting, you’re going to miss what people say—and think—about your brand.

Groucho Marx is famously quoted as resigning from the Delaney Club quipping "I wouldn't belong to any club that would have me as a member."

Whether or not the story is actually true, it leads us to wonder why some brands are so eager to accept just anyone.

"Dear Valued Customer,"

I recently received an email with this salutation from a company where I spent a significant amount of money about two years ago. They wanted to see if I needed more of their services. They even referenced a survey that I had “recently” filled out—but actually had done more than a year ago.

While many organizations say they have heart, rare are those who have created a culture that truly inspires passion. The word ‘credo’ (I believe) comes from ‘cor do’ (I give my heart).

Do employees, customers and community give their heart to your brand? Here are some things to seriously consider:

A bank president recently told me he lets safe deposit box rent renewal notices slide because he hates to bug people over something so small, and he wants to be nice.

It made me wonder whether he’s nice or just afraid to risk irritating a customer over a relatively small fee.

I don’t know whether it’s today’s consumer online habits or a lack of training. But I do know I don’t like it. “What’s the name?” the receptionist blankly asked me at my doctor’s office this week. Ick. There seems to be an epidemic of taking the person out of personal service.

Keeping your brand aligned means paying attention to the messaging and stories you tell inside your organization, not just what you say in public.

Why? Because without an intentional internal brand, your public-facing messages will never be truly authentic.

My 93-year-old father-in-law Ralph is a WWII veteran and serial entrepreneur. Over the years, he’s owned a night club, a dry cleaning shop, a demolition business—and more. He’s an excellent negotiator and he knows how to lead and inspire a team.

And he knows first-hand the value of a strong banking relationship.

I talk about banking with a lot of people. So last month, someone told me about accidentally hitting “submit” on an ACH twice. Fortunately, a banker called right away to inquire about whether it was a duplicate and got it reversed. There was a $30+ charge for that fix, but it saved some money and hassle in the long run.

Now, compare that to an accident the bank made on this same company’s credit card accounts.

Why should you be an “extra button” brand? The extra button brand is the one who gets a customer by when he’s in a pinch. It's the brand that helps a customer save face. It's the brand that has your back.

Deliver that kind of service, and you’re the life saver that builds unquestionable loyalty.

Many community financial institutions say they’re customer-centric, yet have a brand promise too focused on the bank. What if your brand difference is about helping your customers win with their customers?

That would merit some roaring fans. Here's how:

You may remember this story from childhood. Stone Soup is a European folk tale where a hungry stranger from out of town convinces the locals that his soup recipe—the basis of which is nothing more than a stone—will become something extraordinary.

When was the last time you thought about putting your well-known contacts and customers together to bring more value to everyone? As a banker, you know lots of people. Are you using that knowledge to expand your reach?

Soon, Girl Scout Cookie Time will return. Over the years you’ve come to expect—and thoroughly enjoy—your purchase experience. Whether your favorite is Thin Mints or Samoas, you might think the cookies are a little pricey. And you also think they’re worth every indulgent bite.

Almost every community bank will boast that they know their customers by their names. But do you really?

And do you teach your bankers to go further than just recognizing familiar faces and say customers' names out loud? It might be a little old school - but it will be music to their ears.

I was a tourist in Branson, MO recently and as to be expected, had some sub-par experiences in the crowded restaurants. Many seemed perfectly happy offering mediocre food and sticky seats. They know I probably won’t be back, because some other stranger will take my place. They're just in it for today's dollar.

On the flip side, you actually want stickiness in your institution. You're in it for today's and tomorrow's dollars.