Information for this blog post was obtained from Lingo, HubSpot, and Sprout Social.
I want you to think about your five favorite brands, it could be anything from restaurants, clothing, electronics, or cars. Now think about why you love these brands; is it the quality of their items? Or their sales and prices? Or the way they treat their customers? There are many reasons why people are drawn to a brand and become loyal to it. In today's competitive market, building brand loyalty is essential for the long-term success of any business. With countless options available to consumers, it is important to establish a strong connection with your audience to ensure they keep coming back for more. But how exactly can you build and maintain brand loyalty effectively? Let's explore tips and tricks sourced from marketing industry experts.
What is Brand Loyalty?
Brand loyalty is the consumer's desire to continue to choose a specific brand, regardless of competitors, price, or convivence. Everyone has a brand that they are loyal to for some reason or another. I have a loyalty to Starbucks Coffee because of various reasons. First of all, I like their products, I enjoy their coffee and food items. I also like being a part of their loyalty program, I like that I can earn free drinks after collecting so many points. I also think they have good customer service, now don’t get me wrong they are not all the same but the locations I frequently go to are kind and friendly. This is an example of why someone is loyal to a certain brand.
Hubspot describes three different levels of brand loyalty, brand recognition brand preference, and brand insistence. Brand recognition is the first step, this is when a consumer is exposed to your brand and maybe one they think of when they think of a certain product. What is the first brand that you think of when I say “sneakers”? For most of us, we would pick our favorite sneaker brand or one that we just recently were exposed to. Brand recognition can come from a brand's marketing efforts through its website and social media. Brand preference is when someone prefers your brand over others. This can be created through having a complete brand identity that is established throughout your company. Lastly, brand insistence is the highest level of loyalty. Customers who have reached brand insistence will accept no alternatives and will search out that specific brand. When I was younger I was brand-insistent with Nike, I would only buy shoes and workout gear from Nike and didn’t look at any other brands.
The Characteristics of Brand Loyalty
SproutSocial helped us examine the five characteristics of brand loyalty. These characteristics are what drive consumers to be loyal to a brand. When reading through these characteristics keep in mind brands that you might be loyal to and think about how these relate to you.
Emotional connection
This can be created with products or services that people are emotionally connected to. Everyone loves their morning coffee and that can create an emotional connection to the brand. This can also be created through a marketing campaign that draws on the emotional connection of family and friendship which then leads to consumers connecting deeply to the brand. A great example of this is the Kia Super Bowl ad from 2024. This campaign displayed a touching moment between a granddaughter and her grandfather. This created an emotional connection between consumers and the brand.
Resistance to Competition
Brand loyalty will create resistance to competitors, if a consumer is loyal to your brand they are not as likely to be swayed by competitive offers from other brands. Consumers who have had multiple positive experiences and become loyal to your brand will believe that they do not need to explore other options.
Positive Word-of-Mouth
Word-of-mouth is a powerful influence, especially when it comes from a trusted source like friends or family. This influence can also come from positive online reviews or popular influencers. You want to keep note of the positive recommendations of your brand as well as consider the negative reviews and how you can change those to positive.
Tolerance for Price Change
Brand loyalty can help relieve the stress of price change caused by inflation, supply chain issues, or market headwinds. Brands can adjust their pricing and still have profits and not lose their loyal customers.
Repeat Purchases
Loyal customers will come back for more purchases because of help from the last four characteristics. Many people who are loyal to a brand will buy something and then turn around and buy similar products or the same product in a different color multiple times. True loyal customers will purchase these items and then tell all their friends and family that they also need the item.
Tips and Tricks for Building and Maintaining Brand Loyalty
Use these seven tips to create and maintain brand loyalty for your business. You might need to look at starting from scratch with some of these tips or looking at expanding on something your brand is currently doing.
1. Establish Your Brand Identity
First things first, brand identity is the first part of building loyalty. According to LingoApp, it's essential to have a clear and consistent brand image across all platforms. This includes your logo, color scheme, messaging, and tone of voice. Consistency breeds familiarity, making it easier for customers to recognize and trust your brand. An example of a good brand identity is Coca-Cola, everyone knows the brand because of their color scheme and logo.
2. Provide Exceptional Customer Service
Outstanding customer service can turn first-time buyers into lifelong advocates. Sprout Social emphasizes the importance of going above and beyond to meet customer needs. Respond promptly to inquiries and address concerns with empathy and professionalism. Personalized interactions and meaningful engagement can significantly enhance the customer experience. An example of great customer service is Chick-fil-A they always go above and beyond when serving their customers and are trained to be exceptional.
3. Offer Loyalty Programs and Rewards
Incorporating loyalty programs can incentivize repeat purchases and foster a sense of appreciation among customers. According to HubSpot, 73% of consumers are more likely to recommend brands with good loyalty programs. Whether it's points-based systems, exclusive discounts, or VIP perks, rewarding customer loyalty encourages continued engagement and advocacy. A successful loyalty program is Starbucks, this loyalty program uses an app to earn points on purchases which customers can save up to receive free items.
4. Foster Emotional Connections
Building emotional connections with your audience is key to fostering brand loyalty. Consumers are more likely to remain loyal to brands that align with their values and beliefs. Share authentic stories, support causes relevant to your audience, and demonstrate genuine care for their well-being. By appealing to emotions, you can create a bond that transcends transactional relationships.
5. Ask and Act on Feedback
Listening to customer feedback is so important for improving your products, services, and overall brand experience. Encourage customers to share their opinions through surveys, reviews, and social media channels. Use this feedback to identify areas for enhancement and demonstrate your commitment to meeting customer needs. One way to do this is by doing a quick survey at check out or sending a coupon if a customer does a review on their recent purchases.
6. Maintain Consistent Brand Messaging
Consistency in brand messaging is crucial for reinforcing your brand identity and values. Ensure that your messaging remains cohesive across all communication channels, including social media, advertising, and customer interactions. Consistent messaging helps build trust and credibility, strengthening the bond between your brand and your audience.
7. Stay Engaged Across Channels
Staying active on multiple channels allows you to stay top-of-mind with your audience and maintain ongoing relationships. Regularly update your website and social media profiles with new and different content, interact with followers, and participate in relevant conversations within your industry. By staying visible and engaged, you can nurture brand loyalty and encourage continued interaction.
Establishing brand loyalty demands a diverse strategy the needs authenticity, outstanding customer service, and ongoing engagement. By prioritizing the needs and preferences of your audience, you can create a brand that resonates deeply and fosters long-term loyalty. Determine what your brand is lacking and where you can improve your brand loyalty.
Implement these tips and tricks into your branding strategy, and watch as your brand loyalty flourishes. When looking at these tips and tricks find brands that relate to your brand or ones that you are loyal to and examine what they are doing well and how you can implement those strategies into your brand loyalty.
Brand loyalty is created overnight and does not require expensive, fancy or viral marketing campaigns. Loyalty is created overtime by being consistent and persistent in your efforts as well as offering quality products and services. If customers trust your products they will be able to trust your brand and become loyal to it. When your loyal customers grow you will have a large network of people who are willing to advocate and recommend your brand to those around them in turn growing your customer base even more.
For even more information on building brand awareness and measuring the effectiveness of your efforts, check out Faith's blog here.
Resources
Boatman, E. (2022, May 11). 12 Clever Strategies To Increase Brand Awareness in 2022. Lingo. April 5, 2024, https://www.lingoapp.com/blog/how-to-increase-brand-awareness?gad_source=1&gclid=CjwKCAjwwr6wBhBcEiwAfMEQs_Y-OxxSgh5-Zz7RI0YCnS1JRb6qaqPWypMECvnpFRZgn3zwb0zarRoCTV8QAvD_BwE
Bretous, M. (2022, January 11). What Is Brand Loyalty and How To Build It. HubSpot. April 5, 2024, https://blog.hubspot.com/agency/surprising-stats-brand-loyalty
Gomez, R. (2023, October 9). How to cultivate brand loyalty (strategies and examples). Sprout Social. April 5, 2024, https://sproutsocial.com/insights/brand-loyalty/
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