You know your brand is authentic if people are willing to tattoo your logo on themselves. Harley Davidson is one of those iconic brands people identify with. An article from BizTimes discusses how Harley crafted its brand over a 105-year legacy. Harley has a lot to show for itself with its motorcycles, branded merchandise, licensed dealerships, and worldwide Harley Owners Group chapters.
According to Edelman’s “Get ‘Real’,” an authentic company stays true to their philosophy and their brand reflects their customer. Most importantly, they make their authenticity look effortless. Edelman cites Harley as authentic because the brand conveys an attitude and a lifestyle. Harley has a specific kind of consumer and has created a way of life for them to identify with.
Harley’s authenticity has been maintained in several ways. BizTimes reports that Harley stays connected to customers by sending employees out to events and rallies to gather feedback. Harley also puts their primary focus on their motorcycles, despite the other merchandise they sell. Celebration of the brand’s heritage also plays an important role. Every five years, hundreds of thousands of Harley riders and enthusiasts gather in Milwaukee for a multi-day celebration. Check out this video clip of the 105th Anniversary Parade.
Note the multitude of people that came out to the parade and their overwhelming support and love of the brand. These people really identify the brand as their own. This is the mark of true authenticity.
Harley is using social media in several ways. The Harley Davidson website feels like a haven for motorcycle enthusiasts. You can also watch videos on YouTube, follow them on Twitter, and join their Facebook group. Not to mention the Harley Owners Group’s presence online. H.O.G.’s mission sums it up perfectly: to think of Harley as one big family, from the CEO to the newest owner.
Harley Davidson is a great example for companies looking to become more authentic. It is about focusing on your product and creating a community for those who buy that product. If you can make your consumers feel like a family you have done your job.
Even from just my basic knowledge about the company I felt that it always stood for the motorcycles it made and the people who bought them and you have provided further evidence of this. I find it really interesting to see a company who has seemingly made up an entire community around their product and are now pushing that community online by utilizing new social media. I think it goes to show how much loyalty a company can have from its customers by just being “authentic” and having a solid mission as a company. I think Harley has furthered this concept by putting themselves out there online using Facebook and Twitter to get even closer to their consumers.