Building Brand Loyalty: Strategies for Success
Brand Loyalty should be relatively straightforward to define, but depending on who you are talking to, it may gain bias or inflexion. So, instead of providing a branding consultant or designer’s definition, we shall use the world’s biggest marketplace definition. Amazon outlines it as:
What is brand loyalty?
Brand loyalty is when customers continue to purchase from the same brand over and over again, despite competitors offering similar products or services. Not only do customers continue engaging and purchasing from the same brand, but they also associate positive feelings toward that brand. Brand loyalty has a lot to do with how customers perceive your brand, its actions, and its values. And it’s an important way to help retain customer loyalty and increase repurchase rates.
Why is it important?
We chose Amazon’s definition because it clearly shows the importance they put on it as one of the world’s most successful retailers. Repeat business is the key to any brand’s growth. If you have gone to the trouble and expense of finding a customer and convincing them to buy your product, selling to them is much easier than finding another customer. Defining and implementing a well-considered brand loyalty strategy should be a significant part of any brand’s marketing strategy. Knowing your customers and their needs is critical.
Know Your Audience
Building loyalty is only possible if you know who your customers are. Understanding your target audience is essential in establishing and building any brand. The greater the level of detail that you know about your target customer, the more likely you are to engage them.
The best way of managing your targeting is by creating buyer personas for your buyer(s). By creating detailed personas, you will be able to truly understand your customer and what their needs and wants are. Clearly defined personas also allow you to differentiate one type of customer from another and provide them with a tailored and personalised offering. If you want to build brand loyalty within your target audience, a one-size-fits-all marketing approach will not do.
Deliver Exceptional Quality
It may seem obvious advice, but if you ensure consistent product or service quality, your customers will notice and appreciate this. Consistency is critical to success. As well as fulfilling a customer’s need for a high-quality product, it is essential to address any and all other pain points the customer may have. Being responsive to customer needs is critical to establishing and maintaining loyalty. Maintaining high quality and responding to customer requirements creates a process of continuous improvement, a must-have in building lasting brand loyalty.
Build a Strong Online Presence
In this digital-first world, creating a user-friendly website for your customers is a business-critical priority. A website is the perfect place to drive online users to, this can be from outbound marketing as well as social media campaigns. Social media offers an unprecedented opportunity to not only get your message over but, more importantly, to get feedback and engage with your audience 1-1. This ability to build deeper relationships and engagement can be reflected in better online reviews and reputation management.
Encourage User-Generated Content
Better engagement is much more than just leveraging customer reviews and testimonials, there is a real opportunity to empower and encourage user-generated content on social media. In doing so, you multiply your reach exponentially. If your audience is willing to create content on your behalf, then your brand and offerings can be promoted to users you may not be able to engage in any other channel. This creation of a community around your brand is what separates exceptional brands from good brands.
In the pursuit of building brand loyalty, there may be a hundred different activities you may need to do, but the core strategy should be reasonably straightforward. You need to concentrate on the following:
- Know Your Audience
- Deliver Exceptional Quality
- Build a Strong Online Presence
- Encourage User-Generated Content
Doing so will build a solid foundation that will allow for more advanced strategies and campaigns. Further development could include building case studies, measuring and analysing results, creating a rewards programme or paying for advocates or influencers.
Establishing a core group through the basic strategies emphasises delivering long-term benefits.