How strategic branding creates customer and brand loyalty

Getting new customers to buy your products is a long road from inception to purchase. You have to have a multitude of successful touchpoints in a number of channels that encourage your customers to move further along their buyer journey.

Even the most talented marketers must work hard to find innovative ways to attract new customers without blowing the budget. At the end of the day, acquiring new customers is expensive and that’s why having trusting and loyal customers in your roster already is essential.

Delighting and exceeding your current clients’ expectations is much easier and more cost-effective than trying to acquire new ones.

WHAT’S THE DIFFERENCE BETWEEN BRAND AND CUSTOMER LOYALTY?

They might sound like the same thing, but there are big differences between customer and brand loyalty.

Customer loyalty is when a customer will keep coming back to buy your products or services due to great prices, good quality and special offers that they know they won’t get elsewhere. This is simple to achieve by a holistic and comprehensive loyalty scheme. But these customers could buy products elsewhere if they see better prices.

Brand loyalty transcends customer loyalty in that customers won’t just return to you because of prices. Customers that are loyal to your brand don’t keep purchasing due to price, but because of your brand ethos as a whole. They are less likely to go anywhere else to buy their products and they become excellent brand ambassadors.

WHAT DOES BRANDING HAVE TO DO WITH BRAND LOYALTY

Branding your business successfully goes a long way in ensuring that customers stay loyal to your brand and this is why:

  • Values: A big part of an effective branding is creating a set of values and beliefs that your company will become known for. Figure out what it is that you hold in the highest regard and then ensure it remains non-negotiable throughout your company. Whether that is being an eco-conscious brand, giving back to the community, having the best customer service, etc. You should always stick to your values and you’ll find that customers that have the same values will keep coming back for more.
  • Consistency: Humans are creatures of habit and consistency is an important aspect of our lives. When you brand your company, you are making a pact with your customers that they can expect you to uphold the standards they have become used to across everything from customer service, to price and product quality.
  • Your story: One of the most important things when you are branding your business is to ensure that you positioning is in line with your most desired target market. If you try to be everything to everyone, you will be nothing to no one. By identifying the in-depth insights relevant to your target market, you can ensure your brand story and values resonate with your customers. This ensures your customers develop a more personal attachment to your brand and become loyal brand ambassadors.

As you can see, getting your branding on point is an effective way to create an engaged, loyal customer base who will, in turn, naturally attract new customers for you. Given the competitive nature of business these days, it is crucial to ensure you are building a strong brand with clear differentiation.

Published: May 29, 2020

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