How To Build Brand Loyalty

Brand loyalty is the utopia of consumer branding, building up a solid following of individuals who live and breathe the brands they use.

Not only does this committed consumer ensure repeat purchases and steady revenue for a brand (which could last a lifetime if you play your cards right), but they also become brand advocates and ambassadors within their own rights.

These consumers are:

Proud – they want to tell people about the brand they love, why they love it, and how it is better than anything else on the market.
Informed – these consumers are informed and seek a brand and experiences which connect with their ideals and values, e.g. “I only use brand X because X Y Z”.
The ‘Early Adopters’ – they seek out new brands and experiences, new products, and new ways of doing things.
Loyal – once they have an allegiance with a brand they are likely to stick with it, making them the first to try new product developments, seek out premium options, and continue purchasing despite price increases.

Here we take a look at how these kinds of relationships can be built and maintained:

Connect with your consumers and make them feel valued

This may seem like an obvious one, but how are you nurturing your relationships? What direct points of contact does your brand have with its customers? Do you respond individually and personally to customer comments/feedback through social media? How often do you directly connect with your consumers and make them feel valued for connecting with your brand on a daily basis?

Keep them in the know

Satisfy your customers’ craving for information and exclusivity by making them the first to know about all your news. Whether it’s new product development, events, exclusive offers or simply new blog content – make sure they are the first to receive this by shouting it across your social media, or by setting up a dedicated Mailchimp newsletter.

Create a community and build belonging

By creating a community of consumers who share the same common purpose and values, you are creating a sense of belonging and a unique and authentic marketing opportunity. Brands like Air BnB, Sweaty Betty, Nike, and Red Bull have perfected the art of community cult brands. A physical community can be started on a small scale with the use of tools like Eventbrite and Meetups, or could develop further into a dedicated community app or website. Not only will this allow you to gain invaluable feedback about your brand and products, it will also open up an entirely new means of data capture from the very people who are driving your brand forwards.

Reward them

People like to feel valued, and there is no easier way of doing this than by giving your most loyal customers something back. Loyalty and ambassador programmes, exclusive product trials, free sample incentives, or even just a voucher code on birthdays can make a relationship feel more personal and less transactional.