Developing a loyal and committed audience for your brand is key to its overall success. Discussed here are five key ways to build brand loyalty.
Give Your Brand A Story
People love stories. By explaining the origins and roots of your brand name and how your creation came to be, audiences will immediately begin to feel as though they know your brand. Familiarity, trust and intrigue are all absolutely vital when building a brand with a fine reputation, and you can spark every one of these facets by taking the time to produce a fascinating, illustrious backstory about the brand for your customers.
Make Promises You Can Keep
It’s one thing to promise something, and another not to deliver. Customers expect you to keep your promises – especially the ones in print. You could potentially reel in customers by the bucket load by telling them exactly what they want to hear, but if you fail to follow up on these guarantees they’ll never, ever trust your brand name again. Be honest with yourself and examine exactly what your brand is capable of. Make promises you can keep – and watch your audience develop and thrive as a result.
Keep In Touch With Your Customers
A completed transaction should never signal the end of the customer experience. In fact, it should be the very beginning. Keep in touch with your customers by means of a newsletter, e-mail and text message – letting them know how greatly you appreciate their support and what exciting things your brand will be offering them in the future. However, you’ll need to make sure you don’t invade their personal space and contact them too frequently or you’ll risk appearing spammy. Throw them a follow-up note and occasionally remind them about what your brand can offer rather than bombard them with info.
Reward Your Regulars
Just because a customer becomes a regular doesn’t mean you should leave them be. Don’t treat them as a source of guaranteed income like so many other brands do – offer them further incentives to keep coming back and spending even more on your product. Loyalty systems are held in high regard by consumers, and by rewarding your audience in some way you’ll only increase the chances of them coming back and spreading the word about your brand to their friends.
Encourage and Embrace Feedback
No doubt you will have come across companies asking you a follow-up question such as “How did we do?” after using their services. As it turns out, there’s a very good reason for this. Taking aboard feedback – regardless of whether it is positive or negative – is absolutely essential when it comes to creating a successful brand. If you don’t realise and acknowledge your mistakes quickly, by the time you come to rectify the issues it may be too late and your customer will have vanished forever. Seek feedback from customers about what sort of experience they had with your brand – always remembering to thank them for their time. When they next interact with your creation/product – clearly show them how you’ve taken aboard their suggestions and how you’ve acted accordingly to improve your brand. Nothing will make your customers feel more appreciated than that.