Key Methods In Creating Brand Loyalty

Key Methods In Creating Brand Loyalty

by Rebecca Hall on 16 Feb, 2012

Brand loyalty is central to business success. Every company wants repeat customers and every company strives to acquire them through a variety of techniques and methods. In this article we’re going to look at the key aspects of brand loyalty in relation to status and emotion – in other words the key triggers that can establish your brand above all others. By analysing and utilising these concepts in marketing strategies companies are able to foster brand loyalty and increase market share so they are vitally important to how to structure marketing campaigns and company communications.

Be the best

The first method is perhaps the simplest to explain but it has many dimensions to it – each of which entail different definitions of “best”. Being the best means that your company or product needs to be the best within its sector for providing something. This something “best” has to be something better than all the competitors but it does not simply entail being the best in terms of “having the best product or service”. Rather “best” can refer to being the cheapest, the most convenient, the most respectable or the most ethical. For a company to perform well they need to identify the sectors they are “best” in and use these as a central pillar in creating brand loyalty.

Be a community

Traditional marketing methods often failed to create a sense of community for customers and often they could get away with it. Now, however, in our increasingly online worlds creating a community for your customers has become central to creating brand loyalty. This can be achieved through social media, forums and a variety of other techniques but its importance is unquestionable. A sense of community means that your customers feel part of a group – whether it is an exclusive group or an open group this sense of belonging is still integral to human and business relations.

Be personable

This might seem at first to be the antithesis of community but it is not and is equally integral to brand loyalty development. Being personable entails two concepts – firstly presenting an image of your company as amiable, caring, kind etc. Secondly it entails engaging with your customers on a personal or 121 basis. Creating a corporate image that is not “another faceless corporation” makes it easier for your customers to relate directly to you. Engaging with your customers on a personal basis means that they will feel included and important.

Be them

Much like being personable a successful brand loyalty strategy entails that you appear to your customers as if you are them. If you sell children’s toys then speaking to your customers (parents and children) as a businessperson is not going to make them feel included. A company has to engage with its customers in their language and on their terms. Failing to do so alienates your potential customers and fails to create brand associations.

Be there

Finally it is also integral to be there for your customers. Customer service is of course integral to this process and you need to ensure that you are available for your customers whenever they may want you. Failure to be there for them means that they will seek your services elsewhere or simply not purchase your services to begin with.

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About the Author

Rebecca Hall

Rebecca Hall worked as an independent mortgage adviser for 10 years before turning to financial journalism full time. She has strong links to the CAB advising families on mortgage refinancing.