“Loyalty cannot be blueprinted. It cannot be produced on an assembly line. In fact, it cannot be manufactured at all, for its origin is the human heart-the center of self-respect and human dignity. It is a force which leaps into being only when conditions are exactly right for it-and it is a force very sensitive to betrayal.” – Maurice Franks
Building brand loyalty is more than just establishing your business as reputable. When your customer and brand views are aligned, it can benefit your business immensely. Once you’ve established your brand as one that can attract a large customer following, those returning customers will serve as a significant part of your marketing strategy.
In order to build brand loyalty, your business must:
Be transparent: If something doesn’t go according to plan (which is inevitable) you need to communicate that with your customers. Being honest and handling situations with grace is crucial because if you leave customers in the dark, they will feel neglected and think that your brand is unprofessional.
Create a conversation: If a customer feels that they have no opportunity to say what new products they’d like to see, or the ability to voice any suggestions they have for your website, they’ll go to another business that will actually hear them out.
Stay humble. Promise only what you can deliver, and then deliver what you promised to the best of your abilities. Customers would rather be pleasantly surprised by your service then let down by your over exaggerated promises that lured them to buy in the first place.
Once you’ve attracted customers that enjoy your brand and are looking to purchase from you again, congratulations! Returning customers tend to spend 300% more than new ones because they already trust your brand and the products you are offering. (Source: Constant Contact)
Returning customers who have a strong sense of brand loyalty are easier to sell to, cost you less to maintain, and dramatically increase your business’ profitability. You can reach returning customers best through email lists.
In addition, returning customers are more likely to refer someone else to your company. So you can think of every returning customer as a free marketing opportunity.
When thinking about building your brand, think about a specific target audience you’d like to attract not only once, but over and over again. Take the time to build a brand that customers can be loyal to, because the benefits are definitely worth it.
