How attached is your customer to your brand? True brand loyalty exists when a customer consistently chooses your specific brand over all other options on offer. And once you have a loyal customer, they’re likely to stay loyal. Brand-loyal customers are far less likely to switch over to a competitor. They’ll also deliver extra sales on top, often promoting your brand amongst their connections with the power of word-of-mouth recommendations.
An emotional connection
The beauty of brand loyalty is that it’s perception-based. It’s about trust, shared values, and positive experiences. Brand loyalty is defined by the level of love and dedication customers have to a particular brand. It’s an emotional connection. Brand-loyal customers believe that your brand offers the best quality, the best service, and the best results. Therefore, price is not a factor. They won’t be swayed by lower prices or discounted offers. They’ll buy regardless of price or convenience.
Brand loyalty vs customer loyalty
Is it brand loyalty or customer loyalty you’re aiming for? They’re similar concepts but notably different. While brand loyalty is centred on allegiance to the brand itself, customer loyalty is more transactional and price-orientated in nature. Customer loyalty requires low prices and regular discounts to maintain the relationship. However, brand loyalty is built when a customer has repeated positive experiences with the brand. And then there’s brand affinity, when consumers tie their identity to a brand. With an emotional connection this strong, they’ll buy whether they need the product or not.
What influences brand loyalty?
First and foremost, you need to offer high-quality products. If you can consistently offer unbeatable quality, you’ll create a dedicated following. Exceptional customer service is a must-have too. Ensuring your customers always receive first-class treatment will set you apart from your competitors in a crowded market. Brand loyalty is also built by delivering an exceptional customer experience, creating a positive brand reputation and creating a set of shared values.