Nicole Pulley

Think about the last time you went to the grocery store. What brand of peanut butter did you buy? Chances are, it’s the same brand you’ve purchased for years, maybe for your entire life. Even if it’s not the cheapest, the healthiest option, or even the most visually appealing option, you continue to purchase peanut butter from that same brand again and again. Why? You are loyal to the brand.

Brand loyalty is a customer’s dedication to a particular brand, so much so that they will not purchase products from competitors. For every brand, the goal is turning every individual in their customer database into a loyal consumer.

The challenge that all brands face is that these consumers are also potential advocates, critics, and consumers of competing brands. Here are some ways you can foster brand loyalty among your customers:

Remind people about your brand: People can’t become loyal to your brand unless you remind them that it’s time to purchase one of your products or services. For example, let’s say your company sells athletic apparel.  You probably have a database with records of all the sneakers purchased in the past 6 months and most important, the email addresses or phone numbers of the individuals that purchased the sneakers. Send those individuals an email or text and let them know that the sneakers they purchased 6 months ago could probably use new laces or sole inserts (and while you’re at it, send them an electronic coupon).

A simple reminder can increase the chance of customers returning to your brand for a second purchase.

Splenda’s interactive scrapbook highlights the value of storytelling in creating brand loyalty.

Tell a story: Everyone loves a good story. Why not share the story of your brand? Whether it’s about humble beginnings, adversity, or even how your brand changed someone’s life, people will feel more connected to your brand if they know the story behind it. Splenda’s story, shared as an interactive scrapbook, is a great example of brand loyalty built through storytelling.

Maximize word of mouth marketing: Everyone’s influenced by what their friends, family, or coworkers think. That’s important to remember when you hear the statistics that a dissatisfied consumer is likely to tell three times as many people about their experience than a satisfied consumer.  Generating positive word of mouth is a great way to encourage individuals others to purchase products / services from your brand. Not only will this generate new customers, but increase the chances of repeat business.

Brand loyalty is important because it encourages individuals to become repeat and even lifelong consumers of your brand. And with the right combination of awareness, story-telling and word of mouth, consumers are more likely to purchase from your brand and not the one across the street.