6 ways to create brand loyalty
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6 Ways to Create Brand Loyalty
by Suzanne Vara on January 19, 2010
Brand loyalty the gem of all gems. Repeat customers who without thinking twice or even
considering other options are the cream of the crop. Every business aspires to be the “go to” andhave that loyalty. Loyalty is built based upon relationships and a sense of belonging.Relationships are built from trust which are stemmed from conversation, exceptional customerservice, a website or store that has the product/service desired easily accessible with atrustworthy check out. The conversation cannot be built without awareness and a willingness tobuy OR be a part of. I stress the being a part of as there is an emotional connection of being a
part of , interacting with the overall experience. Brand loyalty comes in different forms and isspread across various industries. Sports teams, we associate with a team that we like and becomea part of a group. We support that team and bleed their colors. Why? We do not know them butyet we watch them religiously, wear their jerseys like a badge of honor and act as if we played arole in their performance. What happens when they are not doing well? Some abandon, others
stay and hope for the next season. There is an emotional connection to the team and with all theother fans as we form a bond by association. Authors, we await their next book and rush out toget it. Why? We anticipate that it will meet our expectations and want it to as we feel connectedto them through their writing. We are not wearing their jersey and high fiving each other witheach chapter and yelling at the book to perform better but yet we feel connected to the author andother readers. As we start to think about the tools whether traditional advertising or social mediathat we can utilize to create brand loyalty we need to examine how we can create the loyalty byutilizing the tools.
6 Ways to Create Brand Loyalty
1. Be Better than Anyone. What is your one thing and how can you do it better than anyone?This is not to say to only have one product but more to focus on what you really do better thananyone else. Being better than anyone else does not allow for consumers to consider alternativesas they know that they cannot receive what they get with you elsewhere. Chris Brogan says itbest in his Do One Thing Very Well post.
2. Belonging. Create a sense of belonging whether it be via a “community” that is exclusive to
your brand to give people a reason to want to wear that badge. Answer why should they be
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associated with you and loyal to you. Go beyond the we have a great product and identify whypeople would want everyone to know that they are connected to you.
3. Credibility. This is more than doing what you say you will or a product that does what yousay it will. Remember we are talking about how to build loyalty with the tools available. You
may have a great product, message but your marketing materials are photo copied or a profilethat is a template and not reflective of your brand identity. Well done, aesthetically pleasing anduser focused organized websites, materials and profiles give a sense of credibility which leads totrust.
4. Accessibility. This ties into belonging as if the “right” person is accessible, people want to bea part of that to say that they “know” this person or the CEO of the company reached out to me.This is where the humanization of the brand comes in as we are able to connect and really letpeople know that behind the brand is a consumer, family man/woman, etc who eats lunch,drinks coffee, etc.
5. Connectionability. How do you speak to your audience? Learn to talk like they do or teachthem how you want them to talk about you. This is widely used with tag lines and the brandmessage however there are times that a brand takes on a new “language” that is driven by theaudience. Know this and adopt it (so long as it is what your brand represents). Outside Nevada,it is pronounced Na-vah-da where locally it is Neh-vada. While some may use the outsideversion locally to grab attention, the focus goes off of the product/service and becomes abouthow the name is not pronounced properly.
6. Repeat. Stay on top of what consumers are saying and avoid being stale or changing too fast.Brands have a very long shelf life and those that are on top of where change or the shift in themindset of consumers are able to adapt and maintain loyal customers. Be proactive and not
reactive to try and pull people back as once they are gone, they are gone.
Brand loyalty is more than the product itself. Yes, it has to perform well, actually better than anyalternative so there is no alternative in the mind of the consumer but place this more in the aspectof behavior. Socially how does your product fit into their social development and why should it?Why should they want to be a part of your brand and what emotionally will they gain? In someareas it will be the perceived value vs the quality (think laundry detergent) where with atelevision show it is about the connection to the characters and the plot.
What have you done to create brand loyalty? Is brand loyalty more about perception and beingsocially acceptable than it is about the product/service itself?
photo credit: Muffet
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Roger
"Be Better Than Anyone." That says it all really.
o Like o Reply o 2 years agoo
Suzanne Vara
it really does as when you start looking at the competition and what they do andthen back at your own company, it does not really so much matter as if you aredoing one thing better than anyone, you will be leading the pack.
Thanks for dropping in and sharing your thoughts Roger.
o Like o Reply o 2 years agoo in reply to Rogero
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Brand loyalty begins in our formative years. Think breakfast cereals, soft drinks, TVprogramming, movie franchises, music and clothing brands.
But in this era of short attention spans and exposure to myriad opinions from new social mediasources, brand loyalty has become harder to sustain.
Before making a purchasing decision, customers today ask for unsolicited advice from theirfriends on Facebook, evaluate Tweets sent out on a particular product or service, and assessconsumer blogs. This growing viral phenomenon of consumer feedback on social channels canbuild or break brands. The advent of social media has forever changed the meaning of acustomer relationship, giving customers more influence and control over brands.
Clearly, the balance of power has shifted from organizations to customers, and chief marketingofficers realize they need to change their marketing approaches and adopt new tools and skills tobuild or maintain brand loyalty.
This is even harder for marketing leaders of small and midsize businesses who are responsible
for driving growth and efficiency, but often have limited funds to do so. IBM research shows thatwhen confronted with the shift toward digital technologies and social media, midmarketmarketing leaders believe that enhancing customer loyalty is their top priority, and they need tofind new solutions.
At the same time they also have a great opportunity, since small businesses can become globalbrands instantly through social channels. They have to apply the right technologies to takeadvantage of these trends.
Savvy marketers will create corporate cultures that gain insight from social media andincorporate it into their strategies. Understanding and learning from customers' behavior by
listening to them will help businesses turn insight into action. The key is predicting whatconsumers will want and then adapting marketing strategies to give them the right product whenand where they want it and at a price they're willing to pay. And it doesn't stop there. Flawlesscustomer service is key to building brand loyalty.
It's called smarter commerce, and it's a strategic approach that places the customer at the centerof your business operations.
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If midmarket marketing leaders are going to provide value to today's empowered customers, theyneed to embrace social business and advanced technologies such as analytics to understand andmine information on how individual customers are behaving and reacting to their brands.
Midsize retailer Lee Jeans is using analytics technology to quickly see who's visiting its Web
site, which products they're interested in, and which ones they're buying. This allows thecompany to plan more effective campaigns. And with merchandising information such as salesand inventory margins at their fingertips, company execs can make faster decisions and thenimplement those decisions with a few key strokes. Actions that used to take a couple of days toaccomplish are now taking a couple of hours.
Similarly, fashion house Elie Tahari is using real-time analytics to identify customer buyingtrends, increase customer loyalty, respond to demand, improve decision making and raiserevenues. Elie Tahari's director of business applications says, "We needed a system that wouldquickly analyze information about what's happening on the selling floor and then share it withthe right people while eliminating departmental silos." One of his business managers told him
that after the analytics system went online, she was able to change her buying patterns for theirretail stores to match what was selling on the floor.
The lesson for small and midsize chief marketing officers? Customer loyalty is no longer agiven. Unless you can act quickly on what your customers are telling you and deliver directvalue to them, you cannot grow your brand or business.
The usage of celebrity endorsements has been confirmed to result in morefavorableadvertisement ratings and positive product evolutions (Dean and Biswas, 2001). It hasevenbecome one of the most popular forms of retail advertising (Choi and Rifon, 2007).Marketershave heavily relied on celebrity endorsement, because they believe in its positive
impact ofassisting in improvement of brand awareness, brand equity, and even financialreturns.Celebrities are easily chosen by marketers to peddle their products. Especially incosmeticsindustry, this tactic is commonplace and often seen in TV advertisements, magazinesand othertypes of media. If you flip through the television channels, you can easily find a numberofdifferent celebrity endorsers; from Eva Longoria for L’Oreal to Julia Roberts for Lancômeandeven Nicole Kidman for Schweppes. What do marketers expect from enormous amountsspenton celebrities appearing in their advertisements? Besides returns on the financial aspectandbrand awareness, using celebrities in advertisements can be a shortcut to assisting brandsingaining recognitions. All these efforts may be contributions in creating brand loyalty, whichiswhere the marketing battle really begins. The brand loyalty concept has beensomewhatoverlooked, in the sense that many studies have only been focused on the “behavioral”aspect.Recent studies actively propose that brand loyalty shall take both behavioral andattitudinalaspects into consideration in order to make it comprehensive. David Aaker (1991)suggested,“The brand loyalty of the customer base is often the core of a brand’s equity”. Because
of theexistence of brand loyalty, it makes the brand choice and brand equity possible. Fortheseparticular reasons and arguments, the topic was chosen regarding both celebrityendorsement andbrand loyalty in cosmetics advertising, with the aim to probe the relationshipbetween them. Thisstudy concerns celebrity endorsement in cosmetics advertisements and thecreation of brandloyalty, thus investigating the use of celebrities in advertising and the effect it
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has and if and howit contributes to brand loyalty. It is based on customers’ perception of this
type of advertisingtechnique in relation to the cosmetics industry, and two different types of brand loyalty,attitudinal loyalty and behavioral loyalty.The usage of celebrity endorsements hasbeen confirmed to result in more favorableadvertisement ratings and positive product evolutions(Dean and Biswas, 2001). It has evenbecome one of the most popular forms of retail advertising
(Choi and Rifon, 2007). Marketershave heavily relied on celebrity endorsement, because theybelieve in its positive impact ofassisting in improvement of brand awareness, brand equity, andeven financial returns.Celebrities are easily chosen by marketers to peddle their products.Especially in cosmeticsindustry, this tactic is commonplace and often seen in TV advertisements,magazines and othertypes of media. If you flip through the television channels, you can easilyfind a number ofdifferent celebrity endorsers; from Eva Longoria for L’Oreal to Julia Roberts for
Lancôme andeven Nicole Kidman for Schweppes. What do marketers expect from enormousamounts spenton celebrities appearing in their advertisements? Besides returns on the financialaspect andbrand awareness, using celebrities in advertisements can be a shortcut to assistingbrands ingaining recognitions. All these efforts may be contributions in creating brand loyalty,which iswhere the marketing battle really begins. The brand loyalty concept has been
somewhatoverlooked, in the sense that many studies have only been focused on the “behavioral”aspect.Recent studies actively propose that brand loyalty shall take both behavioral andattitudinalaspects into consideration in order to make it comprehensive. David Aaker (1991)suggested,“The brand loyalty of the customer base is often the core of a brand’s equity”. Becauseof theexistence of brand loyalty, it makes the brand choice and brand equity possible. Fortheseparticular reasons and arguments, the topic was chosen regarding both celebrityendorsement andbrand loyalty in cosmetics advertising, with the aim to probe the relationshipbetween them. Thisstudy concerns celebrity endorsement in cosmetics advertisements and thecreation of brandloyalty, thus investigating the use of celebrities in advertising and the effect ithas and if and howit contributes to brand loyalty. It is based on customers’ perception of this
type of advertisingtechnique in relation to the cosmetics industry, and two different types of brand loyalty,attitudinal loyalty and behavioral loyalty.
The literature and theories used for investigating and supporting this area mainly focused onthetwo most important concepts for this study, celebrity endorsement and brand loyalty. In ordertoreview these two theories and support the research question, additional conceptsconcerningendorsement, attitudes, behavior, brands and products were investigated andevaluated. These inturn enabled the creation of a questionnaire, covering the area to bescrutinized.The literature and theories used for investigating and supporting this area mainlyfocused on thetwo most important concepts for this study, celebrity endorsement and brandloyalty. In order toreview these two theories and support the research question, additionalconcepts concerningendorsement, attitudes, behavior, brands and products were investigated andevaluated. These inturn enabled the creation of a questionnaire, covering the area to bescrutinized.
For the purpose of this quantitative study, a self completion web based questionnaire wascarriedout. The survey was sent by email to possible respondents, with a students’ email accountatUmeå School of Business. The sampling method used when sending out the web survey was of anon-probability nature.For the purpose of this quantitative study, a self completion web basedquestionnaire was carriedout. The survey was sent by email to possible respondents, with a
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students’ email account atUmeå School of Business. The sampling method used when sendingout the web survey was of anon-probability nature.
The findings led to a conclusion confirming that neither brand loyalty nor attitudinal loyaltyisproved to be created by famous endorsers. Although, not bearing brand loyalty in mind, it can
beseen that the endorsers help customers to get to know a brand better. The data findingsalsosuggest that the costs of using celebrity endorsement are not reasonable in relation togainingrespondents’ attitudinal loyalty. It is positively confirmed that both behavioural andattitudinalloyalty should be included when measuring actual brand loyalty concerning cosmeticsbrands.The findings led to a conclusion confirming that neither brand loyalty nor attitudinalloyalty isproved to be created by famous endorsers. Although, not bearing brand loyalty in mind,it can beseen that the endorsers help customers to get to know a brand better. The data findingsalsosuggest that the costs of using celebrity endorsement are not reasonable in relation togainingrespondents’ attitudinal loyalty. It is positively confirmed that both behavioural and
attitudinalloyalty should be included when measuring actual brand loyalty concerning cosmeticsbrands.
obble, Gobble, Gobble – Lessons From The Butterball Turkey Hotline
As marketers, we are constantly looking for ways toconnect brands and consumers in meaningful and long lasting ways. It’s the emotional
connections that help solidify the brand’s place in the consumer’s heart and mind and create longlasting brand recognition and loyalty.
The holiday season brings about many iconic images and brands that tug at our heartstrings, stiremotional responses, or just make us smile at the memory. Kay Jewelers reminds us that “every
kiss begins with Kay,” A Christmas Story reminds us that the Red Ryder BB gun might shootyour eye out and apparently Santa prefers Coca-Cola with his cookies. These brand images areall powerful brand connections, but they lack one-on-one consumer connection.
With the Thanksgiving meal beckoning us to the table to fill our plates with an abundance of turkey, mashed potatoes, pumpkin pie and more, it seems Butterball comes up the hands downwinner for consumer connection and brand loyalty.
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Since 1981, the Butterball Turkey Hotline has been serving as the expert in all things turkey.When the hotline debuted, about 11,000 callers contacted Butterball to ask questions. In 2011,over 1 million callers contacted the hotline that is staffed by experts that are either dietitians orhome economists. And even more users visit the Butterball website and Facebook for a moreintegrated experience that provides recipes, cooking videos, portion selectors, click to chat and
more.
What I find exciting and compelling is how Butterball differentiated their brand with expertise.They took customer service to a whole new level. A turkey is essentially a commodity just likeproduce. There is nothing special or value added about that Butterball turkey, it’s just like the
turkey next to it. The difference is the people behind the scenes at Butterball and theircommitment to delivering superior customer service.
Regardless of your product, your brand has plenty of avenues to differentiate itself in themarketplace. It’s only limited by your willingness to commit to a marketing path that shunsordinary and seeks to identify a point of differentiation that creates long-term loyalty and
emotional connection. You might not be in a position to save Thanksgiving, butsurely you’ve got some panache that will make somebody’s meal special.
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Tagged as A Christmas Story, brand connection, brand expertise, brand loyalty, Branding, Butterball, Coca-Cola, customer service, Kay Jewelers, marketing, Thanksgiving
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