This is a guest post by Lauren Wiseman.
Why do we choose this brand over that one? Do we buy their products for logical reasons? Or is our drive more emotional? Brand loyalty is an emotional act, not a mental one, and customers loyal to a brand have an emotional relationship with it.
Every brand wants to increase their brand loyalty, meaning that they need to do more than just introduce their customers to their product, business or brand. They need to spark their emotional connection, make them fall in love with it, and keep it going.
1. Delivering Value
A customer wants to see how a brand can enhance their everyday life. If they can’t do it, then there’s no reason for them to come back again. This is why you need to make sure that your brand speaks to your target audience about things relevant to them. Never stop working to improve on your products or services, show them that they can deliver value, and your customers will be loyal to your brand.
2. Finding Your Brand’s Voice
A successful brand always has a message to convey, which is why knowing your voice is crucial. Take a look at your target market and the people you’re trying to sell your product or service to. Create an image of the perfect customer, an archetype, decide what they care about, what they look like, what their hobbies are, where they work and what do they want from your brand. Listen to what they’re talking about on social media, or create a questionnaire with carefully selected questions. When customers get paid to take surveys, their interest in participating increases. The feedback you’ll get is a great resource to help your brand’s voice narrow down.
3. Maintaining A Strong Online Presence
Having an online presence has become critical to every brand’s success, so it’s important to have a website or a blog for your customers to interact with in order to provide extra value to them. By creating profiles on social media platforms such as Twitter and Facebook, you’ll allow your consumers to further connect with your brand and you. To build a solid online presence, keep in mind that it may take you weeks or months, and that your brand doesn’t have to be perfect for you to start building your presence on the Internet.
4. Being Different
When it comes to branding, being different is a good thing. Entrepreneurs often find themselves falling into the trap of thinking they need to fit a mold in order to be successful. But in reality, they need to stop being afraid to leave their comfort zone in order to stand out from the competition. Being different will make your brand appear trustworthy and creative to consumers, and that’s essentially what creates value.
5. Stop Trying To Please Everyone
It is simply impossible to appeal to and please everyone. So, instead of trying to make that happen, focus on creating a brand that will appeal only to a specific niche market. These people will appreciate when you aren’t afraid to be yourself and will love your brand for what it is. Stop wasting your money, time, and effort trying to get everyone to like you, especially those people who aren’t interested in what you have to offer.
6. Have A Cause
When businesses act irresponsibly, people are quick to boycott them, but they’re also quick to love them when they support a good cause, such as taking part in humanitarian work or preserving the environment. When a business supports a cause that makes a difference in the world, people like knowing it and they love to talk about it on social media. The environment is currently a popular cause to support, and there are organizations that have been created to solicit businesses to team up with them in order to support the environmental preservation cause on behalf of their customers.
7. Keep The Spark Alive
In order to keep your loyal customers close, you need to create targeted marketing campaigns that will attract new customers, re-imagine your key message, and re-engage your most faithful customers regularly. By doing this, you’ll continue to drive the relevance and importance of your brand. Anyone who’s successful at this will tell you that courtship can never stop.
Today’s consumers are more discerning and savvy, which makes effective branding more complex. It takes true vision and ingenuity to create and maintain the kind of emotional relationship that will keep your customers coming back. Don’t be afraid to be different, but create and test your own approach to this matter. These tips can help your customers create a positive connection to your brand, and become your brand’s advocates.
Author Bio: Lauren Wiseman is a marketing specialist, regular contributor to bizzmarkblog.com and entrepreneur, currently based in Melbourne. She helps clients grow their personal and professional brands in fast-changing and demanding market environments. Covering finance and investment topics, Lauren strongly believes in a holistic approach to business.