Think of brand loyalty as the treasure you and your wizard friends seek to find in the depths of the Chamber of Secrets. After all, every marketer strives for it. A customer base that returns again and again, regardless of changes in competition or product offerings.
And there are many ways to enter the Chamber of Secrets (some more difficult than others). Just as there are many ways to build brand loyalty among your customers. You can offer rewards programs, unbeatable customer service, or simply a solution head-and-shoulders above the competition.
However you do it, the goal is always the same. The psychology of branding is creating an emotional connection between your customer and brand that goes beyond simple transactions.
When your customers are loyal to your brand, they become advocates, recommending you to their friends and family. They become your brand ambassadors, promoting you even when times get tough (or when the product is unavailable).
Brand Loyalty Definition
Brand loyalty is defined as a customer’s preference for a particular brand in comparison to other brands. Their preference can be based on several factors, including quality, price, style, and reputation. Brand loyalty is vital to businesses because it can lead to repeat business and positive word-of-mouth recommendations.
Brand loyalty can be created by giving customers a sense of community or by offering incentives. For example, a business might offer loyalty rewards, such as discounts or free merchandise, to customers who make repeat purchases. Businesses need to consider how to encourage customers to remain loyal to their brand.
With that, it’s also crucial for companies to realize creating strong brand loyalty among customers can be challenging for even the largest corporations. It can seem like an impossible goal for smaller businesses with limited budgets and marketing resources.
But the effort is certainly worth it. Loyal customers are more likely to stay customers long term and recommend your products or services to others.
It’s also worth the effort because it can lead to long-term customer relationships. And long-term customer relationships are what you want to cultivate!
Brand Loyalty vs. Customer Loyalty
At its core, brand loyalty refers to a consumer’s commitment to a particular product or company. In other words, they are loyal to the brand itself – not necessarily the specific product or service that it offers. Brand loyalists will often make purchases based on preference alone and stand firmly behind brands they enjoy.
This is in contrast with customer loyalty, which refers specifically to an individual’s relationship with a particular business or product category. Customer loyalists tend to be more pragmatic in their purchases. They also have established behaviors surrounding what they like and don’t like about the products or services they use regularly.
For example, say someone likes certain restaurants in a city. They may be loyal to one restaurant because they’ve been going there for years. They are also comfortable with the food and atmosphere.
However, let’s say a different restaurant opens up nearby with similar prices but the more appealing decor and better service. This person might switch their brand loyalty to the new restaurant.
These two types of loyalty can coexist within an individual consumer. Brands create customer loyalty which in turn creates brand loyalty. Loyal customers are often more supportive of the brands they like.
It is important to note, however, that brand loyalty tends to be more superficial than customer loyalty. A customer can be very loyal to a brand. But let’s say this time that the brand raises its prices or makes a change that the customer doesn’t like.
That customer will likely switch to a different brand. Brand loyalty is often more fickle than customer loyalty. At the end of the day, most consumers will base their choices on what’s best for them. That’s true regardless of the brand and consumer loyalty involved in their purchase decision.
The Secret of Customer Loyalty
It’s no secret that customer loyalty is crucial to businesses. After all, loyal customers are the ones who keep coming back, time and time again. They’re also more likely to spend more money with a company over time.
However, there is a mysticism surrounding how to obtain customer loyalty. In reality, there is no one answer or surefire method to achieve it. Many different actions and interactions that a company has with its customers cause customer loyalty.
So, let’s creep toward customer loyalty’s Chamber of Secrets.
Make It Exciting!
First and foremost, you need to make customers excited about your product or service. If they’re not, then they won’t be loyal to you, no matter how wonderful your customer service is.
Customers need to have that boost in oxytocin. And guess what? Excitement is all about that. The brain releases oxytocin when we feel happy, excited, and even when we’re falling in love. While it may seem like a strange concept, you need to make your customers fall in love with your company.
One way to do this is by providing an experience that’s worth raving about. For example, Apple designs its stores to be an experience. The sleek lines, the carefully curated products, and the helpful staff all work together to create an enjoyable environment that makes people want to come back.
Think about it: If you’re not excited about a product or service, why would you want to use it again? You wouldn’t. And that’s the same way your customers feel.
To get them excited, make sure you’re offering something new and innovative. This could be a new take on an old product, or something unique that no one else is offering. It needs to solve a problem that your customer has and make their life easier in some way.
Words of Bonding
John Adams once said, “I believe there is among our people a fund of wisdom, integrity, and humanity which will preserve their happiness.” What he meant when he said that was that people are generally good at heart and will do what is right if they have the information to make good decisions.
These words of bonding between customer and company still stand today. The key to having a successful business is making sure your customers are happy. And one way to do that is by developing loyalty among them.
Businesses often think that the key to keeping customers is offering them the best deals or the lowest prices. But what Adams understood is that people want more than just a good deal. They want to feel like they’re being treated fairly and with respect.
The best way to create loyalty, then, is not through discounts or gimmicks but by building trust and demonstrating integrity. When customers feel like they can trust you, they’ll be more likely to stick with you even when better deals come along.
You can’t buy loyalty. You have to earn it. To earn loyalty, you need to give your customers a reason to stick with you through thick and thin. There are many ways to develop loyalty. Some of the most effective include providing excellent customer service and offering quality products and services. You want to be consistent in your interactions with customers, too.
Can You Measure Brand Loyalty?
Yes, you can measure brand loyalty by using brand loyalty marketing. That type of marketing uses surveys and customer data to track how often customers return to purchase your product or service. It checks how likely they are to recommend your brand to others.
Brand loyalty marketing can help you assess which marketing campaigns are most effective in driving repeat business and customer recommendations. Additionally, brand loyalty marketing can give you insights into what product or service elements are most important to your customers. That allows you to focus on delivering an exceptional customer experience.
There’s also a proposed model for measuring brand loyalty. It includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
Involvement refers to how engaged your customers are with your brand. Track customer interactions, such as social media activity or email open rates, and customer satisfaction ratings or reviews to measure this.
Functional value refers to how well your products or services meet your customers’ needs. You can measure it by tracking customer satisfaction, repeat purchase rates, customer reviews, and ratings.
Price worthiness measures how satisfied your customers are with the price or value they receive from your products or services. Measure this by tracking customer satisfaction ratings, repeat purchase rates, and customer reviews.
Emotional value measures how much your customers love your brand on an emotional level. Measure this by looking at things like levels of trust, commitment, and satisfaction with your brand. You can track this by looking at social media sentiment, word-of-mouth marketing referrals, and customer reviews.
Social value captures how much your customers feel a sense of community and belonging around your brand. The things you can measure here include customer engagement on social media platforms and referral rates from friends who use your product or service.
Brand trust measures how much confidence people have in your brand. Track this by looking at customer satisfaction, complaint rates, and net promoter scores (NPS).
Satisfaction is a more general measure of customer satisfaction with your brand. You can track this by looking at things like NPS scores and review ratings on popular review sites like Yelp or Amazon.
Commitment shows how much people are willing to invest in your brand. You can track this by looking at customer lifetime value, retention rates, and repeat purchase rates.
The repeat purchase measures how often customers buy from you again after their initial purchase. It can be a valuable metric for assessing brand loyalty, as it shows how likely people are to continue doing business with you.
Ultimately, building brand loyalty is about earning the trust and confidence of your customers. Pay attention to these key markers of brand loyalty. You can be certain that your customers will continue to find value far into the future.
4 Secrets to Brand Loyalty
There are four secrets to brand loyalty. Make your employees happy, prioritize customer service, provide on-time delivery, and recognize and correct mistakes.
- Make Your Employees Happy – Your employees are your brand ambassadors. If they’re not happy, it will show in their interactions with customers.
Brand psychology extends to your employees. If they believe in your brand, they will be more likely to go the extra mile for customers and instill loyalty in them.
Make sure you’re doing everything you can to keep them happy. That means offering competitive pay and benefits, providing opportunities for advancement, and showing appreciation for a job well done.
- Prioritize Customer Service – Customer service is key to maintaining brand loyalty. Your customers should feel valued and appreciated, not like a number.
Great customer service means taking the time to listen to your customers. Understand their needs, and go above and beyond to meet those needs.
It’s also important to act quickly when there’s a problem and make things right. Customers will remember how you made them feel during their customer service experience, so it’s crucial to create a positive one.
- On-Time Delivery – If you want to keep your customers happy, you need to make sure their orders arrive on time. That means having an efficient order fulfillment process in place and working with reliable shipping partners.
Customers like knowing they can rely on your brand to deliver their orders quickly and reliably. And they will be much more likely to stay loyal. After all, nobody wants to deal with missed deadlines or shipping delays.
With a strong commitment to timely delivery, you can create an exceptional customer experience. The kind that keeps your customers coming back for more.
- Recognize and Correct Mistakes – We all make mistakes from time to time. But when you’re running a business, it’s crucial to recognize your mistakes and correct them as quickly as possible. Customers will appreciate your efforts to right the wrong. And they’ll be more likely to stick with your brand in the future.
Furthermore, addressing customer concerns shows that you’re interested in providing a positive experience. And that’s essential for building brand loyalty.
When it comes to brand loyalty, you need to know how to address your customers. But sometimes, brands feel stuck or unsure of how to reach their customers in any way.
If that’s you, don’t hesitate to get in touch with Wizard of Ads™.
We’re experts when it comes to the customer experience. We know how to create brand loyalty that’ll keep your customers coming back to you.