Building brand loyalty involves being able to attract customers, keep them coming back, and have them sing your praises to other consumers. Their loyalty depends on how well you take care of them and lasts through the reputation you build for your brand.
Step One: Produce and provide a quality product or exceptional service. Quality is a major determining factor when it comes to the price equation. Consumers will purchase an inexpensive product and remain loyal if it’s useful and offered in a consistent fashion. French fries come to mind as an example. Fries are relatively cheap to produce, yet customers develop a fondness for how and where they get their favorite fries.
Step Two: Meet or exceed the customer’s needs. Beyond food, shelter, and clothing, you should know what your customers need. Do they want the prestige of owning your product or using your service? Do they seek certain performance standards? Do they need to fill a basic need or pick up a bit of luxury? The deeper knowledge you have of your client’s needs, the easier it becomes to meet and satisfy those demands.
Step Three: Deliver what you promise. Failure to deliver what’s promised opens the door to lots of business headaches. How does your delivery person deal with an irate customer when your order taker says the pizza will be there in 30 minutes and it takes longer than 90 minutes to get it there? Does “Oops, I’m sorry!” help build brand loyalty? The other side of this brand building step is to avoid promising what you can’t deliver.
Step Four: Take care of your customers. Customers will remain loyal to your company and its brands if everything about it provides them with more pleasure than pain. If a customer likes how well your vehicle handles, how easy it is to get in and out of, how much storage space it provides, and how good it looks sitting in their driveway, the odds are fairly good you will cultivate a loyal customer who brags to others about your vehicle.
Step Five: Ride for the brand. Once you’ve settled on a brand identity and begun to implement the strategy that goes with it, stick to it! Understand that it make take time to become ingrained in the consumer’s mind, so allow your advertising and other marketing efforts to work before pulling the plug and shifting gear. When customers know you make the difference they’re looking for and remain consistent, their loyalty is easier to maintain.
These are five basic steps on the path to building brand loyalty. There are others, of course, and we’ll share more in coming posts. Keep in mind that what may seem simple can be rather complicated. Your task, as a business owner, is to remain focused on doing what you’re good at. Engaging a business and/or marketing consultant can be an effective way of growing your business and achieving your dreams.
