The first and most critical step to build brand loyalty is making sure your intentions towards customers are actually worthy of their loyalty. By putting customer’s best interests ahead of your brand’s short-term gain, demonstrates you genuinely care about what’s best for customers and your brand shows that it can be trusted.
Put a human face on your brand
Customers now have an instinctive need to know about the true intentions and abilities of the people behind the products and services they buy. High profile business leaders like Steve Jobs and Richard Branson represented their brands in ways that told customers a great deal about what they could expect from their products and services. Real employees, human faces and true stories should be at the forefront of your brand’s interactions with customers. This will make it easier for them to recognise, understand and become loyal to it.
Develop your brand profile
Telling the story of your brand’s background and growth over time helps transform products and services into meaningful stories authored by the people producing them. Fascinating brand profiles are based on the stories of real people, the brand’s creators or employees, giving the brand a human touch that makes it easier for customers to identify with.
Facebook & Twitter
Social Media offers an efficient and accessible way to engage and build relationships directly with customers. Social network accounts can use real employee names and faces, putting an authentic human face on the brand, while also providing lots of opportunities for human interaction. What’s more, these interactions essentially happen in public. With the click of a button customers can share their brand experiences with all of their friends and followers – giving new meaning to building brand loyalty through word of mouth marketing.
Empower employees to foster the brand
Empower employees to simply “do the right thing” for customers whenever company policies seem clearly unfair or likely to destroy a customer relationship. Everything customers encounter related to your brand helps communicates what its intentions and capabilities are. Everything your company does and does not do, everything your company says and does not say – it all communicates something to your customers.