Brand loyalty, though, is loyalty that lasts regardless of price. Customers who possess brand loyalty will always buy from your brand because they love the brand and think it\u2019s set itself apart significantly. Even if a competitor offers a lower price, they still stick with your brand.<\/p>\n
This is the phenomenon that comes into play when people insist on Coke or insist on Pepsi because they believe the two are significantly different, and that their favorite is so much better than the competition. Why does the Coke \u201cloyalist\u201d get highly disappointed if the restaurant they\u2019re at only serves Pepsi products? It\u2019s all because of brand loyalty.<\/p>\n
Brand loyalty may be harder to foster than customer loyalty, but once it\u2019s solidified, it\u2019s far easier to maintain.<\/p>\n
What is brand loyalty?<\/h2>\n
Brand loyalty is truly the holy grail level of customer retention. When you\u2019ve built brand loyalty, you\u2019ve built a lifetime customer. This MVP loves your products or services so much that there\u2019s no going back. They\u2019re rock-solid, and your competition can\u2019t do anything to sway them. Their lifetime value keeps accumulating, which pays for the costs of acquiring them several times over.<\/p>\n
- \n
- According to Small Business Trends, it\u2019s\u00a016 times as expensive<\/a>\u00a0to bring a new customer up to the level of one of these loyal customers.<\/li>\n
- On average, loyal customers\u00a0spend 31% more<\/a>\u00a0than new customers, and are 50% more likely to purchase your new products.<\/li>\n
- Brand-loyal customers may not purchase as often as \u201cmonetary value-loyal\u201d customers, but brand-loyal customers tend to make bigger purchases at once (and of course, their purchasing patterns are more consistent).<\/li>\n<\/ul>\n
Even better, these ideal customers are confident in recommending your brand to their friends\u2014with the enthusiasm they have for you, they\u2019re your best advocates. And their recommendations are extremely powerful:<\/p>\n
- \n
- Nielsen reports<\/a>\u00a0that referred customers are 4 times more likely to buy from you than non-referred customers.<\/li>\n
- And according to\u00a0Harvard Business Review<\/a>, referred customers are 18% more loyal than other customers. So, loyal customers who refer their friends create other lasting customers!<\/li>\n<\/ul>\n
Needless to say, you\u2019ll want to have as many brand loyal customers on your side as possible!<\/p>\n
Psychology of building this type of loyalty<\/h2>\n
To increase your chances of building brand loyalty, you\u2019ll need to set up foundations that turn purchasing from you into a habit. Much of this involves building subconscious emotional connections through your branding.<\/p>\n
Branding (also called brand marketing<\/a>) includes your personality, colors, messaging, imagery, mission, and values\u2014basically, what people immediately think of when they think of your company<\/p>\n
So, how can you build the right connections with the right customers? It\u2019s all about fostering appropriate emotional connections with your brand, consciously and unconsciously, that make purchasing from your brand a habit.<\/p>\n
![\"psychology](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/02\/psychology-behind-developing-brand-loyalty.jpg\" "\\"\\"")
<\/p>\nSource:\u00a0USC Applied Psychology<\/a><\/p>\n
Core dimensions of branding<\/h3>\n
The\u00a0University of Southern California<\/a> explains that building these emotional connections depends on crafting a solid brand personality, and centering all other brand efforts around this personality. (We\u2019ve included their infographic with the full details behind this approach above.)<\/p>\n
They\u2019ve identified five main successful core dimensions of a brand\u2019s personality:<\/p>\n
- \n
- Sincerity:<\/strong> Honesty and genuineness<\/li>\n
- Excitement:<\/strong> Daring, spirit, imagination, currency<\/li>\n
- Competence:<\/strong> Reliability, dependability, efficiency, responsibility, trustworthiness<\/li>\n
- Sophistication:<\/strong> Glamour, romance, charm, presentation<\/li>\n
- Ruggedness:<\/strong> Toughness, strength, connection to the outdoors<\/li>\n<\/ol>\n
Your brand should identify the most important core dimensions to their identity: out of the choices above, what do you want your customers to think of when they think of your brand?<\/p>\n
Remember, though, these core dimensions aren\u2019t meant to limit your thinking about the emotions you want people to associate with your brand. Rather, they\u2019re tools and characteristics meant to focus your branding.<\/p>\n
Your best approach is to define your unique personality first. Consider your company\u2019s mission and values, and how you want to set your brand apart. Then, identify a list of the most important emotions you want your audience to associate with your brand. Next, figure out which core dimensions best bring out those emotions.<\/p>\n
Brand colors<\/h3>\n
Then, make sure the\u00a0colors<\/strong>\u00a0you use in your branding align with these core dimensions, as well as other important emotions to your brand. After all, colors aren\u2019t just for aesthetics\u2014they have a powerful emotional impact.<\/p>\n
For example, food chains like McDonald\u2019s, Burger King and In-N-Out (plus countless others) all use the colors red and yellow. That\u2019s no coincidence, as yellow evokes friendly exuberance, and red \u00a0evokes pure excitement and passion (these two colors also make people hungry.)<\/p>\n
![\"how-colors-affect-brands\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/02\/how-colors-affect-brands.jpg\" "\\"\\"")
<\/p>\nSource: Vii Tech Solutions<\/a><\/p>\n
At other points on the spectrum, green is associated with nature and the outdoors, and blue brings trustworthiness, calmness, and reliability to mind. (99Designs\u2019<\/a>\u00a0insightful guide provides even more assistance in choosing the right branding colors.)<\/p>\n
Messaging<\/h3>\n
Also, ensure that your\u00a0messaging<\/strong>\u2014your slogans, tone, copy, and imagery\u2014always centers on the emotions and \u201ccore dimensions\u201d you\u2019d like to evoke.<\/p>\n
For example, Wendy\u2019s wit and slightly snarky attitude (best known from their Twitter) \u00a0is carefully crafted to entertain people, draw on currency and what\u2019s \u201ctrending,\u201d and bring the humor.<\/p>\n
Heifer Project wants you to feel compassion for poorer families, and be inspired to help these people, by donating money towards animals that will provide food.<\/p>\n
And Ford uses the slogans \u201cBuilt Ford Tough\u201d and \u201cBuilt Ford Proud\u201d as an appeal to their ruggedness, and frames their messaging around durability and dependability.<\/p>\n
From the trailblazing copy, to the gruff voice and tone the narrator uses, to the rock music, to the shots of outdoor exploration, this Ford Explorer commercial is perfectly positioned to make you think \u201ctough\u201d and \u201crugged\u201d when you think \u201cFord.\u201d<\/p>\n
Essential building blocks for building loyalty for a brand<\/h2>\n
The psychological triggers above are not enough for building brand loyalty, though, if you haven\u2019t established these four important foundations of loyalty that every brand needs. Customers become, and stay, brand loyal because of these lasting factors.<\/p>\n
Exceptional products\/services: <\/strong>To build loyalty, you\u2019ll need the best quality products and services you can offer, well over the competition. If what you have to offer is so innovative that it has no direct competition, that\u2019s even better.<\/p>\n
Sense of belonging:<\/strong>\u00a0Build solid relationships with your customers so they feel like they belong with your brand. This \u201cat-home\u201d feeling is key to making sure they don\u2019t leave you for your competitors. \u00a0Belonging also makes your loyal customers excited to advocate for your brand and\u00a0tell others about you<\/a>\u2014they\u2019re on your team, and ready to be team players!<\/p>\n
Top-notch customer service: <\/strong>Exceptional customer service, and a stellar customer experience, are key in fostering belonging. Follow these top customer service tips<\/a>, so customers know they\u2019re valued.<\/p>\n
Consistency:\u00a0<\/strong>Many people become loyal to brands because they\u2019re consistent. This includes always offering the best products\/services, customer experience, and environment of belonging. So, make sure your brand always delivers on what it promises, and never wavers. Also, make sure that all your actions align with your brand\u2019s mission and values\u2014people are paying attention. Actions speak louder than words!<\/p>\n
Now that we\u2019ve defined steps for increasing brand loyalty, let\u2019s examine the two brand loyalty masters we mentioned at the beginning of the article\u2014Apple and Coke\u2014and why they\u2019ve imprinted themselves in customers\u2019 minds. Even though they\u2019re giants, any brand can<\/p>\n
Apple<\/h3>\n
![\"apple-chart\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/02\/apple-chart.jpg\" "\\"\\"")
<\/p>\nSource: Statista<\/a><\/p>\n
Apple rarely offers discounts on its products, and has never instituted a customer loyalty program. But, if you were trying to create the perfect example for a brand loyalty definition, Apple would be a great choice. Just ask the countless people who flock to get the latest iPhone, or who insist on the \u201ccleaner, safer\u201d Mac<\/a> for their computing needs.<\/p>\n
For Apple brand loyalists, it\u2019s all about consistency, quality, innovation, and \u201cmust-have\u201d currency \u2013 Apple knows how to keep itself associated with the dimensions of competence and sophistication, and to make the associated emotional connections.<\/p>\n
Also, by listening to what customers want and building those features into their products, the brand \u00a0takes even more steps to ensure people feel at home when using Apple tech. You can also foster brand loyalty by meeting customer needs and subconsciously connecting your brand with strong emotions.<\/p>\n
Coca-Cola<\/h3>\n
![\"coke-vs-pepsi\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/02\/coke-vs-pepsi.jpg\" "\\"\\"")
<\/p>\nSource: Brandwatch<\/a><\/p>\n
Coca-Cola has cultivated customer loyalty throughout its\u00a0over 125 years of existence, by making sure customers\u2019 love for its branding\u2014including the red bottles and cans, polar bears, and Santa \u2013 is always emotionally linked with love for its products.<\/p>\n
Regardless of how different Coke and its rival, Pepsi, taste from each other, Coke loyalists think Coke tastes better. In most cases, this is probably because of the\u00a0experience and<\/i>\u00a0homeliness\u00a0<\/em>they associate with drinking Coke.<\/p>\n
Coke has diversified its product range throughout the years to meet customers\u2019 needs in a variety of ways (think the zero-calorie version, Coke Zero, for customers who are committing to healthier diets, but still want to drink a Coke.) But Coke has always stayed true to its classic roots, and has consistently framed itself as a dependable premium brand. Build the sense of belonging that Coke has built, along with a healthy dose of emotional connection, and you\u2019re on your way to cultivating brand loyalty.<\/p>\n
Key takeaways<\/h2>\n
What is brand loyalty? It’s something that should be every brand\u2019s goal because brand-loyal customers are customers for life. Forging emotional connections through core dimensions, colors, and messaging, delivering consistently awesome products and customer service, and building a sense of belonging are all key elements of your brand strategy<\/a> that can lead to brand loyalty. Taking steps to turn your brand into a habit will pay dividends.<\/p>\n","protected":false},"excerpt":{"rendered":"
You\u2019ve seen them before: the people who always choose Coke over Pepsi, the ones so faithful to Macs they’d never touch a PC. How can you foster that level of commitment to your own brand? What strategies are used to foster brand loyalty? We answer all of these questions and more.<\/p>\n","protected":false},"author":14,"featured_media":28021,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[5927,5874],"tags":[5985,5920,5919],"class_list":["post-1108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","category-brand-strategy","tag-key-takeaways","tag-completely-unaware","tag-education"],"acf":{"takeaway_1":"Brand loyalty is a tier above customer loyalty, as someone who's brand loyal will keep buying from a brand for life, regardless of price.","takeaway_2":"Creating emotional connections around your brand is one way to encourage consistent purchasing habits.","takeaway_3":"Building blocks to brand loyalty include creating exceptional products, delivering stellar customer service, fostering a sense of belonging, and staying consistent."},"modified_by":"Jessica Huhn","_links":{"self":[{"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/posts\/1108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/comments?post=1108"}],"version-history":[{"count":5,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/posts\/1108\/revisions"}],"predecessor-version":[{"id":37388,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/posts\/1108\/revisions\/37388"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/media\/28021"}],"wp:attachment":[{"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/media?parent=1108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/categories?post=1108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/referralrock.com\/blog\/wp-json\/wp\/v2\/tags?post=1108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Excitement:<\/strong> Daring, spirit, imagination, currency<\/li>\n
- And according to\u00a0Harvard Business Review<\/a>, referred customers are 18% more loyal than other customers. So, loyal customers who refer their friends create other lasting customers!<\/li>\n<\/ul>\n
- On average, loyal customers\u00a0spend 31% more<\/a>\u00a0than new customers, and are 50% more likely to purchase your new products.<\/li>\n