Building Brand Loyalty
Creating a fan base
You know how Mac fans tend to display such brand loyalty it can be almost eerily cultist? It’s okay, I can say that because I am fully indoctrinated into the cult of Apple, or at least, I used to be. I’ve downgraded my status a bit now that I’m getting older…and since I found my Chromebook. But my palms still start to sweat at the thought of switching to an Android. This type of brand loyalty is what dreams are made of in the branding world.
To be fair, Mac users are not the only children of the corn, worshiping the iPhone like the rounded corners could cure cancer. Most consumers will have certain brands that they consider to be a part of their identity, part of expressing who they are. Coke or Pepsi, Fallon or Colbert, Mac or PC, BK or Mickey D’s. In life’s big game of “who (or what) would you rather” how do you make sure that people choose your product over similar products on the market?
Brand your customers
Winning the “who’d you rather?” match-up is great, but you have to build brand recognition before your product is even in the running. How do you build brand loyalty? It’s all about building memories and forming long lasting relationships with your customer base.
You want your customers to feel like they are special, like they are part of an exclusive club. Creating new, fresh terminology for your product and your customers is a great way to make people feel like they are part of something new, something cool and something personal. Take Lady Gaga, for instance. She doesn’t just have fans, she has “little monsters” and they defend their titles with all their might. The same goes for “Beliebers”. This is die-hard fandom at it’s greatest.
Reward customer loyalty
Everyone loves freebies, and new customers will appreciate cute little giveaways as a thank you for choosing your product. Similarly, returning customers, and loyal customers will also appreciate a little “thank you” every now and again to add to the personal and exclusive experience that we all crave.
Make sure that your giveaway is something that people will appreciate getting. Key chains are over-used and will most likely end up in a drawer, and not everyone wants to put a bumper sticker on their car. Think of something that everyone could use. Like a tote bag, or a refrigerator magnet.
Make it personal
Find a way to personally reach out to your customers. If you want to make an impression on someone you need to communicate with them face to face, or at the very least, over the phone. As great as digital advances are, they will never have that human touch. Deeper, more lasting memories are formed in person. Not electronically.
The more personal you can get, the more exclusive you can make your customers feel, the better your chances are of creating life-long, die-hard, loyal customers, and before you know it, everyone would rather do/have/eat/wear/promote your product over your competition.