Brand loyalty can be a funny thing. Often, consumers develop an affinity for and loyalty to a brand without being able to describe why. But marketing gurus know why, and you can put proven methods for creating brand loyalty to work for you.
Brand loyalty is simply getting your customers to the point where they are committed to your business and the “brand” you’ve created around your products/services so that they always come back to you, over and over again. Further, that loyalty on the consumers’ part is so drastic that they become (nearly) immune to price or the convenience of the buying process. Also, they will rave about you to their family and friends.
There are a variety of ways to create brand loyalty, through loyalty or customer retention marketing programs, for instance. Ideally, your process and program should grow brand loyalty based on something you can believe in. It should go without saying that what your business has to offer should be in demand. But not only should your products and services be purchase-worthy, but your “brand” should be something that no one else in your competitive market does as well.
However, no matter the means that you choose or the products/services you offer, the process should be founded on these three principles:
- Base it off belonging – Brand loyalty should play on the basic human need for belonging. Create a community that exudes some sense of exclusivity so that belonging to your community means something. If consumers buy from you, what will that say about them to their community at large?
- Make your brand accessible – Humanize your business by connecting with your brand’s community, a surefire way to set your brand apart.
- Be consistent – Everything from your message to products to marketing materials must communicate your brand, so don’t skimp on any marketing materials; it’ll reflect poorly on your brand. So give everything from your website to your marketing materials an overhaul, and ensure they showcase your brand appropriately.
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