Not all brands have the same products or demands, but one thing that holds true across diverse industries is the importance of brand loyalty. Just one misstep or poor costumer experience can ruin a brand’s reputation; for example, when Pepsi launched their most recent campaign involving Kendall Jenner they lost a ton of money and received extreme backlash for being a “tone deaf” company from many of their customers. So, if you are a marketer or business owner this idea of upholding a good brand reputation should be at the forefront of your mind. Below are three strategies that can help drive brand loyalty.
1. Technology to create the best customer experience.
These days there is so much value in technology. It is not only a valuable tool in our everyday life, but technology can also be very valuable to help improve a brand’s relationship with its customers. First of all, when customers trust that you are delivering unique service to meet their needs they will return the favor and be more willing to give you their business. This symbiotic relationship will help build trust and maintain brand loyalty. Also, according to an Infosys study, data driven personalization can increase revenue for brands and 86% of customers agreed that personalization plays a role in their purchasing decisions. Additionally 73% of consumers said they prefer to do business with brands that use personal information to make their experience more relevant. Once brands have gained trust with their customers it is much easier to gain user insight and figure out your main demographic.
2. Social media to show brand value and customer appreciation.
Social media is another great way to build brand loyalty. In fact, 81% of respondents in a study done by BRANDfog said they have more confidence in a company when its executive is using social media. Social media is not only a great way for brands to market their products but it is also a great way for them to show appreciation for their customers. Replying to people with a personal messages or commenting on a consumers post is a perfect way to humanize a brand and deepen the brand consumer relationship. This acknowledgment on social media proves that a brand really cares about its customers, it can help bring in new revenue, and it can pose as good PR for your company as a whole. Showing that your brand cares about customer experience outside of the actual business transaction can be the separating factor between your company and others.
3. It doesn’t have to be all about product.
Using executives or employees personal brand as a selling point may seem a bit strange but it is a great way to put a personal face to your brand. If you look at Elon Musk at Tesla, or Tim Cook at Apple these CEO’s are always putting their faces forward for their brands. It is important that employees and executives make time to engage with their customers and develop trust with them. Once this trust is formed consumers will feel more obligated and willing to listen to the company’s message.
Having strong brand loyalty no doubt benefits a company. Making one sale is great, but having the power to make customers come back to you year after year is even better. For a company to truly be successful it is key that they establish solid brand loyalty from the beginning and make sure consumers remain a top priority during all company decisions.