Without a solid customer base, it’s very difficult for a brand to succeed. This seems like an obvious point to make, but what may be less obvious for many business owners are the methods a company needs to put in place in order to build brand loyalty within their customer base.
Brand loyalty is established when a customer becomes a repeat purchaser of a certain brand over an extended period of time. The ultimate goal of a brand is to be that customer’s brand of choice for life. Once a company has mastered the creation of brand loyalty, the value of a customer becomes less about a single purchase and more about a lifetime of product engagement.
So how do you ensure your best customers stay loyal to your brand and continuously create value for your company? Look at different ways to provide value to them. Some methods to consider include:
Being visibly active through many communication channels – in a relevant manner
Actively engage in discussion across multiple communication channels and deliver relevant insights and value to your target customer. Put your brand front and centre in the minds of your followers on a regular basis, but make sure you are adding value so that your engagement isn’t perceived as spam.
Running campaigns or partnering with events that engage in critical moments in a customer’s life
Adding value to important life moments increases memorability and favourability of your brand. Make sure that your campaign either enhances the experience of that moment or removes an existing pain point.
Knowing who you are trying to target
Beyond the demographics of a target audience, who are the consumer groups that represent highest lifetime value potential based on their behaviours, interests and passion points? Dive deep into understanding the messages that resonate with those audiences and where they want to consume them.
Having similar principles, values and beliefs as your target audience.
Starbucks CEO Howard Schultz has said, “If people believe they share values with a company, they will stay loyal to the brand.” Learn what your target audience loves about you, and celebrate it passionately and actively.
These days, it’s just not enough to simply sell to as many customers as possible; your customers want to feel valued and engaged with your brand and you want them to keep coming back. In an age where people are bombarded by brand messages, the only way to keep them interested in your own is to repeatedly create relevant and timely value.