Building Brand Loyalty

Braden Rindlisbacher

October 5, 2012

Imagine you’re in a world where your iPhone is replaced with an Android, in the place of your Pepsi sits a Coke, or your Aveda hair product is now an LA Looks styling gel. How would you respond?

Chances are you might not be a happy camper. Why would most of us have such a negative reaction? The ironic thing is, with either product, we are still receiving a phone service, a fizzy brown soft drink, or hair gel. Yet, we are characteristically particular about the brands we buy and the products we choose. Why? It’s simple. Brand loyalty.

Our world is one full of brand loyalty. This loyalty rests with products and services alike. Some of us might find that we venture further distances than necessary, or spend more money to satisfy a specific want or need. Brand loyalty is crucial for a company’s growth and stamina, but it can be difficult to maintain.

Since we’re in the business of not only creating brands, but also building them, we recommend specific strategies to encourage and increase a loyal following.

  • A brand is more than just a logo, yet the logo is what helps convey the identity, the spirit, the personality, and the experience of a company. However, it is not enough to provide a superb product or service; it is crucial to also develop and maintain a reputation of reliability and quality alongside a logo that represents it.
  • A brand must create a spirit of loyalty—starting at the root. When a company puts forth effort to communicate, connect, and provide for their consumers, it creates a sense of loyalty that is hard for other companies to compete with. When Apple first began to open their stores, the biggest impact of their business model was the Genius Bar. With this, free technical support is available for any Apple user. This service is one of Apple’s competitive advantages, and loyalty starts here.
  • An effective brand must be able to identify with its consumer. What consumers choose to invest their money in is often a reflection of who they are and what they value. When a company’s product contributes to the identity of a person, that person will have a stronger connection with the brand itself.

If a company is able to achieve any form of brand loyalty it has mastered a great feat. Look at your own consumptions. What have Apple, Pepsi, or Aveda done to keep you around? Or not around? Chances are they have taken some of these same steps to maintain a healthy relationship with you. As with any relationship, there must be commitment, and it should never be a one-way street.