[tweetmeme]Kashi is a company that produces high quality healthy natural foods, from cereals to waffles to frozen foods to snacks and bars.
But their website is more than a store to sell their products. The company, whose goal it is to encourage an overall healthy lifestyle, is using the Web to reach their extremely loyal customer base and create a place that touts the benefits of their products to the uninitiated. As such, Kashi actively markets the healthy lifestyle by building a community of health-conscious online fans.
Kashi is a perfect example of how businesses can demonstrate their commitment to developing strong relationships with customers and target audiences. If you are looking to build a strong brand with loyal fiercely loyal customers, study how Kashi presents itself on the Web.
Through the company’s focus on wellness goals, Kashi exemplifies how to build a personal brand that puts human relationship with their customers up front and center. They’ve built an active community that discusses recipes that can be done from their products, daily challenges of keeping a healthy lifestyle, even the benefits of turning off TV. The site also contains testimonials, success stories, recipes and weekly diet planners. The most loyal users sign up to become a Kashi “Fan Addict” giving them added benefits such as coupons, weekly newsletters and access to special promotions.
Kashi has also done an excellent job of “humanizing” their business by identifying a few of their employees, and giving these employees a platform to discuss their own wellness goals, barriers and motivations.