Many of the world’s most iconic brands have created a unique brand identity that differentiates them from competitors and ultimately inspires loyalty from their customers.
But, although many of those companies have a seemingly endless pool of resources at their disposal, it does not mean that building brand loyalty is out of reach for the rest of us.
There are a number of simple steps you can take to maximise your chances of winning and retaining customers for life. Here’s how to make consumers fall in love with your brand.
Originality is Everything
Originality is the key ingredient that separates you from the competition. Unless your company operates in a highly specialist area, it is likely that you will be competing against a number of rival firms offering similar products or services.
In many cases, what really matters is the way you go about delivering your points of difference, which is one of the fundamental points to consider when focusing on brand development.
If you are looking to establish a unique brand, there are many ways in which to do it. Originality is all about distinguishing yourself from the rest, so try and find the area in which you are differentiators.
That differentiation can be delivered across a range of deliverables, such as unique packaging, an instantly recognisable tone of voice, a certain style of graphic design or a specific promotional strategy to name but a few.
Finding that something that consumers immediately associate with your brand will go a long way in embedding your brand in their long-term memory. Once you have identified the message that works best for you, make sure you continue to place a particular emphasis on it.
State Your Mission
At their core, all businesses exist primarily to bring in money. But that does not mean brands cannot pursue a variety of other objectives as well. Indeed, many stand-out brands have formulated a mission statement that adds an extra dimension to their brand image by invoking a higher purpose.
Some famous examples of these statements include “accelerating the advent of sustainable transport” (Tesla), “to embrace the human spirit and let it fly” (Virgin Atlantic) and “to be Earth’s most customer-centric company” (Amazon).
Image source: ebaqdesign.com
Having a mission statement that consumers can relate to is a great way of ensuring your customers are more invested in what your business is doing.
Although many people look to a business to do nothing more than provide them with the products and services they need, customers’ loyalty and advocacy is secured when consumers relate to a company’s underlying philosophy or approach.
Being clear about what it is your business is trying to achieve can be crucial to making consumers fall in love with your brand.
Engage With Your Target Audience
No business is able to win and retain long-term customers successfully without building a meaningful relationship with its target audience. Luckily, the rise of the internet has meant engaging with your customer has never been easier.
There are many different things you can do to connect with customers in a meaningful way. Interacting with customers via social media is only the starting point.
From building an online community to speaking to customers face-to-face at events, customers like to know their chosen brand is reactive and approachable.
Get it right and your brand will stay with them through every stage of their lives.
Let Customers Have Their Say
In order to serve the needs of your customers and secure repeat business, you will first need to understand what it is your customers are looking for. If you have been in business for quite a while, you may think you already know the answer to this question.
However, customers may be attracted to a certain brand for many different reasons, and developing an in-depth understanding of their needs and interests requires you to constantly listen to your consumers.
This is the reason why many of the world’s most established brands continue to put customer feedback at the core of their business – and so should you.
From live chats to surveys and everything in between, there are numerous ways you can listen to what your customers have to say. Giving them a voice and reacting to it will help you win their loyalty long-term.
Once you have earned customers’ trust and loyalty, it is crucial that you reward them for their efforts. Dedicated customers are the lifeblood of your business and incentivising them to stay with you is crucial to your long-term success.
You could reward customers by setting up a loyalty programme, organising contests with prizes or by offering them exclusive content.
No matter which route you choose to go down, paying particular attention to your most loyal customers will help to retain them whilst incentivising others to show loyalty too.
Consult the Experts
Establishing a trusted and unique brand takes time. No single action will achieve this in isolation. And the complexity involved in building long-term brand loyalty is such that many businesses choose to enlist the help of an experienced branding agency.
In doing so, they benefit from expert advice and creative brand strategies that consumers cannot help but fall in love with.