Anyone who has ever had a heated argument on cars, cell phones, appliances, and most other products know that brand is always the point of contention. People choose which side they think is best, and that is usually whatever they are using right now and have used ever since. What’s interesting is that even logic and hard facts won’t make a person back down, often just because it’s the brand that he first bought; he’s very content with its performance; and he wouldn’t ever consider looking at another brand even if it’s better on paper. This is what you call brand loyalty, and you’d be amazed at how this particular trait can impact business performance.
Brand loyalty defined.
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When it comes to brand
loyalty, you have to take into account the different mentalities and personalities
of people so that you can convince many of them. For example, some people are
naturally loyal, and they stick to the very first brand they buy as long as
they get decent results. On the other hand, other people are more open and
flighty, testing out different products and usually going with the ones who
have the best reviews at the time. It’s a rather tricky process, and you’d find
soon enough that holding onto customers is a bit harder than enticing them in
the first place.
So how does one go about building brand loyalty? Ultimately, this is a long term undertaking, and
there are a few tips you can follow.
It starts with a good product
experience. Before you get loyal customers, you must first entice first-time customers, and if they aren’t
pleased with your products the first time, you take the risk of never having
their business ever again. No business lasts selling a bad product.
Be transparent, and make sure to
interact with customers. Make it a
point to keep customers updated on your most recent developments and releases. Reciprocally,
you should also make sure to be updated on your customers—what they think, how
they feel, what they expect, and so on. Social media is perfect
for this.
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Have an expert, polite customer service staff. This is a definite truth: no matter how good your
product is, customers will always
have something to ask you. And if your customer service team is slow, clueless,
and let’s not forget rude, people will jump to your competition so quickly that
you’ll get whiplash.
Build your niche and be the best. Don’t try to do it all. Settle yourself firmly in
one thing, and focus on becoming the best in it. Otherwise, you’d be trying to
accomplish too many things and end up being sloppy in all of them.
Maintain high standards of quality
overall. Consistent high quality
is something customers look for in a brand. Pit a brand that produces the
occasional breakthrough against the brand that produces consistent quality, and
you can guess which will win.
Mistakes in loyalty building.
Just as there are things
you should get right in building brand loyalty, there are also those things
that you should avoid getting wrong. These brand loyalty mistakes can stop you in your tracks, so it is best to be
able to recognize and avoid them.
Cheating off other companies. Never try to copy another company’s strategies. Just
because it worked for them, it doesn’t mean that it would work for you. Do your
own research and develop your own strategies.
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Discriminating against other customers.
Remember that your
customers aren’t just the rich people, Americans, Catholics, or whatever kind
of division you can think of. Treat everyone fairly and never make anyone feel that
they are being blown off in favour of another, more important customer.
Relying on one strategy to keep
customers. This is pretty simple to
understand. If only one thing is keeping your customers from switching brands,
what will stop them from doing so when that one thing fails?
Poorly executed programs. Have a rewards program, loyalty discounts, promos, and the like, but don’t rush it and do a sub-par job. If
you’re going to do something, do it well.
Falling behind in product development. The occasional mistakes and mess-ups can be forgiven
by loyal customers, but if people see that you are falling way behind your
competition, that is a pretty good reason for them to
leave your company. Keep up and stay competitive!!
Brand loyalty is
something that takes a lot of time, patience, and effort. However, if you do it
right, you will see that everything is worth it in the end.