Brand Loyalty. What is it, how do you gain it and maybe most importantly, how to keep it once it has been established?
Let’s first define what Brand Loyalty means in today’s market. When it becomes apparent that the consumer’s choice to purchase one brand over another in the same category, repeatedly, without quality and/or price becoming a factor; this is the moment they have become loyal to your brand. We all know a happy customer is a repeat customer. Then this means a happy customer is your brand’s biggest cheerleader. For example, “What do you mean you don’t have Coke?? I don’t drink Pepsi; I guess I’ll have water.” Of course, drinking Pepsi instead of Coke really is not going to change a whole lot in the big picture of life, but these brands have such a deep sense of brand loyalty established that their customers couldn’t IMAGINE switching up, no matter what the circumstances. Now, THAT is Brand Loyalty.
Obviously, all businesses are not so fortunate to have 100 million dollars a year to spend on marketing which constantly “reminds” their customers of this oath of loyalty sworn to them. However, Brand Loyalty IS attainable, you just need to pay attention to the details and remember customer services is everything. You have to create a clear image as to what the brand (product) is and make sure the correct message is being delivered to the right consumer. Those are the details. Regarding customer service, remember, nobody is perfect. And consumers understand this. It’s when mistakes are clearly made and there is no effort in making it right in the customer’s eyes that this becomes a huge problem. An unhappy customer is actually a great opportunity to make a personal connection with that very appreciated, paying customer.
Now, once you have gained this base of loyal customers, how do you make sure they don’t stray away to the shiny new trend coming their way? Don’t disappear and always stay relevant. There are always improvements to be made and when they are, make sure you let everyone know how hard you are working on making sure your clients have the best of the best. Their loyalty to your brand is what keeps you going. If you don’t let them know you are growing with them, you will surely be left behind…