How to build brand loyalty
Sounds simple right. You build a brand and they will come. Sorry to say there is a lot of work that goes into cultivating a community of loyal customers. It has to be earned and not given. But this is the fun part. Here are my top tips for building brand loyalty.
1. Authenticity:
Be real (no, not the app that fizzled last year) we mean show your true authentic self through your brand. If you live and breathe your brand then let it shine through. Consumers can sniff out a fake miles away. Iconic designer Marc Jacobs started posting photos and videos of his dog - Neville Jacobs, giving town platform, voice and identity which helped people feel more connected to Marc's personal life which helped him become more human and relatable to his followers.
2. Experiences:
What are you doing outside the digital screen that allows you customers to feel more connected to the brand. Pop up stores, events, sponsoring events. Online giant Revolve is known for its affiliations with Coachella, hosting massive influencer events during the festival. This takes their brand form being 2 dimensions on a screen and a living and breathing brand that exists in the real world.
3. Do Good:
Align your brand with something that does more for the world than just existing. Whether you are giving back or not is a huge motivation for GenZ consumers to choose you over someone who does good for the world. My mates at TAP Wines plant one tree for every keg of wine they deliver to restaurants. Focusing on the corridors of bush habituated by Koalas, hoping to encourage them back to the bush and out of urban areas. Look deep into your heart and decide what it is that you want to see be better in this crazy world we live in and see how you can support them.
4. Make It Personal:
I love it when I walk into my Pilates studio and the gorgeous instructor behind the counter says - Hi Anna! The first time they recognised me and called my name I thought that’s it, I’m in the club! There is no better feeling than someone calling you by your name. That close connection feeling we get like a hug from a friend Mecca is brilliant at personalisation and making their loyal customers feel like they are a part of a secret society of beauty over spenders. The birthday gift is my favourite.
Cultivating a crew of loyal customers just takes a bit of thoughtful planning, on going two way conversations and not resting on your laurels to ensure they are getting the best of you.