The Secret To Building Brand Loyalty

Community The Secret To Building Brand Loyalty Lisa PerryJanuary 18, 2023 Photo of a waxwork Taylor Swift statue

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Taylor Swift is a dominant brand, leading the industry for over 15 years with a loyal fan base. She recently released her tenth studio album titled “Midnights” on the streaming platform Spotify at the stroke of midnight. Swifties (as her fans call themselves) rushed to get the album and crashed the site seconds after it launched, breaking Spotify’s record for the most album streams in a single day.

Before the album’s release, Swift released numerous TikTok videos that generated over 131 million views. Her worldwide The Eras tour announcement recently sent her fans into an all-out frenzy. Ticketmaster ended up canceling the public sale of tickets due to the high demand for the presale tickets. Ticketmaster said that more than 3.5 million people pre-registered for Taylor’s Verified Fan sale, the largest in its history. Presale codes were sent to 1.5 million fans who were invited to purchase tickets, while the remaining 2 million were waitlisted. Source

When you build a loyal fan base, customers are no longer just customers. They are advocates, ambassadors, supporters, enthusiasts, and loyalists. When customers find a brand they trust and love, everything changes.

Let’s look at what brand loyalty is, why it is essential, how to build it, a few examples, and what to do when it starts to slide.

What Is Brand Loyalty? Woman holding her credit card does some online shopping on her phone

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Brand loyalty refers to a consumer’s tendency to purchase a particular brand of product or service consistently rather than choosing alternatives. Several factors, such as the quality of the product, the reputation of the brand, and personal experiences with the brand, can influence this. Brand loyalty can also be strengthened through marketing campaigns and customer loyalty programs.

Why Is Brand Loyalty Important? Happy woman goes shopping

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Brand loyalty is essential for many reasons. For businesses, loyal customers are valuable because they are likely to make repeat purchases, which can lead to increased revenue and profitability. Companies with strong brand loyalty grow revenue 2.5X faster and deliver 5X more shareholder value. Acquiring new customers is typically more expensive than retaining existing ones. Brands with high levels of customer loyalty will generally have to spend less on marketing and advertising to maintain growth. And satisfied customers are more likely to recommend a brand to others, which can be an effective form of advertising. Also, loyal customers can help promote a brand through word-of-mouth marketing, leading to new customers and increased market share. Remember that loyal customers will tend to spend more over a longer period, resulting in a higher lifetime value for the brand. Seventy-seven percent of consumers said they have remained loyal to a brand for over ten years. Considering that a 7% increase in brand loyalty can translate into an 85% higher customer lifetime value (CLV), this is significant. Strong brand loyalty can lead to increased brand equity, which is a valuable asset for the company. Finally, having a loyal customer base can help a business weather market downturns and economic recessions by providing a stable source of revenue.

Brand loyalty can also be important for consumers because it can provide a sense of trust and comfort in the products or services they are purchasing. It can also lead to benefits such as exclusive deals, discounts, and special promotions offered to loyal customers.

Overall, brand loyalty can be a win-win situation for both businesses and consumers, and it can be an essential factor in the success and growth of a company.

How To Build Brand Loyalty Brand loyalty, retention marketing concept

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Building brand loyalty can be a complex process, but there are several strategies that your company can use to encourage customers to form a strong connection with your brand. These include:

Delivering high-quality products or services: This is the foundation of building brand loyalty. If customers are consistently happy with your products or services, they are more likely to remain loyal to your brand.

Providing excellent customer service: Customers who feel valued and respected are more likely to remain loyal to your brand. Providing responsive, helpful customer service can help create a positive experience for customers and encourage them to return.

Creating a strong brand identity: A well-defined brand identity can help customers easily identify and remember your company, making it more likely they will choose you in the future.

Offering rewards programs: Loyalty programs and other rewards can encourage customers to remain loyal to your brand by offering incentives for repeat purchases.

Fostering a sense of community: Building a community around your brand can help customers feel connected to your company and be more likely to remain loyal. This can be done by creating engaging content or hosting events that bring customers together.

Personalization and customization: Offer personalized experiences, tailor-made offers, and deals to keep your customers engaged and coming back to your brand.

Consistency in brand message and experience: Consistency in all the communication and touchpoints of the brand is crucial to building trust and loyalty with your consumers.

These are a few examples of strategies that your company can use to build brand loyalty. The most effective approach will depend on your specific brand and target market.

Brand Loyalty Examples Woman holds her pet dog

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There are many examples of brand loyalty across various industries. Some notable examples include:

Chewy: Chewy has a loyal fan base that’s been singing its praises since it launched in 2011. The company has built a strong connection with its customers around the understanding that pet parents regard their fur babies as significant members of their families. What sets them apart is their customer service, which empowers employees to go above and beyond for their customers. An amazing example of this includes a customer informing Chewy that some of her pets had passed away. She had a number of unopened Chewy items and wanted to see if she could return them to put that money towards the medical and cremation expenses. Chewy immediately gave her a refund on all items and told her to donate them to somebody who could make use of them. In less than 24 hours, she received a bouquet of flowers and a note of sympathy for her loss from the Chewy family. This customer service approach has been the key to their success. In fact, Chewy posted a 14.5% gain in net sales for the third quarter of 2022.
Warby Parker: Warby Parker has built a loyal brand following through a combination of unique, stylish product designs, social responsibility, and innovative features. Their eyewear is known for its unique, vintage-inspired design, which sets it apart from other eyewear brands. They have a focus on social responsibility with their “Buy a Pair, Give a Pair” program, where for every pair of glasses sold, a pair is donated to someone in need. This resonates well with consumers who value companies that give back to the community. And they’ve built their brand loyalty partly by incorporating innovative features such as virtual try-on and online quizzes into their shopping experience. These features, unique to Warby Parker and not offered by other eyewear retailers, allow customers to easily and conveniently find the right glasses for their face shape and style, making the process of buying glasses less intimidating and more fun.

A strong focus on delivering a great product or service and building a strong community around your brand is often at the core of creating brand loyalty.

What To Do When Brand Loyalty Slides Rate your experience, customer feedback concept

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When brand loyalty starts to slide, it’s important to take action quickly to address the problem. Here are a few strategies that you can use to regain customer loyalty:

Identify the root cause: Before taking action, it’s important to understand why your customers are losing loyalty. This might involve conducting customer surveys, focus groups on gathering feedback, or analyzing sales data to identify trends.

Address the problem: Once you’ve identified the root cause of the problem, take action to address it. This might involve making changes to your products or services, improving customer service, or revising your marketing strategy.

Communicate with customers: Let your customers know that you’re aware of the problem and that you’re taking steps to fix it. This can help build trust and show customers that you value their feedback.

Offer incentives: Offering incentives to loyal customers can help encourage them to continue doing business with your brand. This might include discounts, rewards, or special promotions.

Foster a sense of community: Building a sense of community around your brand can help create a sense of loyalty among customers. This can be done by creating engaging content, hosting events, or encouraging customers to share their experiences.

Continuously monitor and improve: Continuously monitor the customer feedback and survey and make necessary changes to keep them engaged and retain their loyalty.

Apologize and make amends: If the problem is caused by a mistake or a failure on your company’s part, apologize and make amends to regain trust and loyalty with your customers.

These are just a few examples of strategies that companies can use to regain customer loyalty. The most effective approach will depend on the specific situation and the needs of your customers. It’s important to act quickly and efficiently when brand loyalty starts to slide to prevent the situation from worsening and try to regain customer loyalty as soon as possible.

In summary, the secret to building brand loyalty involves:

Creating a solid relationship with your customers
Consistently providing high-quality products or services
Fostering trust
Exceeding customers' expectations with excellent customer service
Creating a sense of community around your brand

When done right and customers find a brand they love, everything changes. So, start building your brand leadership today. You've got this!

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8 Ways You're Being SHUT OUT Of The Hiring Process1-hour workshop to help job seekers figure out what's getting them tossed from the hiring processCover Letter 3 Tips For Overcoming Your Biggest Job Search FEARS Jenna ArcandSeptember 28, 2022 Work It Daily's live event "3 Tips For Overcoming Your Biggest Job Search FEARS"

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Job seeker connecting with potential employer during an interview

It's hard to be passionate about a job when you have no connection to the company. How do you show enthusiasm in your cover letter and job interview if you don't absolutely love what you'd be doing, or where you'd be doing it?

Fortunately, there's an easy way to demonstrate your enthusiasm for a company during the application and hiring process.

Here's how you can make meaningful connections with potential employers during your job search...

1. Find Information About The Company

If you're not totally excited about the company you're hoping to get hired at, then it's possible you just don't know enough about them (or maybe they don't belong on your interview bucket list). Before writing a cover letter, and especially before going in for an interview, you should always check out the company's website.

Also, go to Glassdoor.com to see what past and current employees have to say about the company, and take a peek at their social media accounts. By doing this, you'll get a better sense of their company culture and how they get involved in their community.

2. Reach Out To Current Employees Man on laptop reaches out to connect with employees of the companies he wants to get hired at

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Reaching out to the current employees of a company is the most direct way to form a connection with a potential employer. This is where LinkedIn comes in handy.

You should start a chat with current employees on LinkedIn to get an inside scoop on what it's like to work at the company. And once you've connected with a person at the company on LinkedIn, you'll feel a connection to the company itself by default.

3. Research The Company's Values & Beliefs Woman on laptop connects with a company while researching for her job search

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A company's core values and beliefs can greatly impact how passionate its employees are about their work. That's why it's important for you to know whether your personal values and beliefs align with the companies you're hoping to get hired at.

In other words, would you be a good cultural fit?

This question is as important to you as it is to the potential employer.

While researching the company, before you write your cover letter or go in for an interview, you should try to find information on its values and beliefs as an organization. Maybe once a month the company volunteers in the community. Maybe a percentage of their profits go to causes you support. Maybe they're dedicated to environmental sustainability in all areas of their business. Whatever the company's specific values and beliefs are, they're perfect opportunities for you to connect with them.

4. Create A Connection Story Man on laptop writes a connection story in his job search

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After you do all of the above, you should have an excellent idea of what the company does, who they are, and what they stand for. Now, it's time for you to create a connection story to tell in your cover letter and in your interview.

Start by answering this question: Did something happen to you that made you respect, appreciate, or admire what the company does?

You could be a loyal customer of this company or a good friend of an employee. But if you didn't already have that connection to the company or that passion for what they do, you have it now from your research and your conversations with current employees.

In your cover letter and in your job interview, talk about how you were, or are, affected by the products and services the company provides.

To create a connection story that will stand out to employers, you need to connect your personal story to the company's mission. If you do this, you'll write a disruptive cover letterand be memorable in your interview.

We hope these tips will help you connect with any potential employer you come across during your job search. You'll probably become passionate about a company or employment opportunity you never considered before...it may just take a little research.

Need more help with your job search?

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This article was originally published at an earlier date.

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Proactivity, as defined by organizational behavior, is “anticipatory, change-oriented, and self-initiated behavior in situations, rather than just reacting." When a person is proactive, they are acting in advance of a future event. Proactive employees typically don't need to be asked to do something, and will usually require less-detailed instructions.

Proactive behavior is applicable to either one's own role or to "extra role" responsibilities. Within one's own role, for example, a person may find a more efficient way to complete one or more of their responsibilities. Extra role responsibilities (i.e., those tasks outside of your stated job description) speak to an employee's organizational citizenship behavior (OCB). The proactive employee would, for example, initiate an offer to help their co-workers before they are asked to assist by either their colleagues or their manager.

The steps you can take to become more proactive at work apply to both your formal role and your part of the scope of the OCB within your team, your department, and your overall organization.

There are variations on the theme; however, the following behaviors are a common foundation for proactivity within all of the theories:

Organize | Take Stock | Be Positive Proactive employee helps coworkers

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Proactivity requires that you be organized. That includes your mindset, your space, and, of course, your schedule! Organizing your time helps you approach tasks more efficiently and allows you to be more open to opportunities. This scheduling needs to include "downtime" for those activities that keep your life in balance.

A positive attitude is right up there on any list. Approaching tasks from a positive perspective encourages you to look for the best in every situation. It helps you become the employee who is "ready, willing, and able," who can always be counted on. A team player who is reliable and available will become the go-to person, the problem solver.

Take stock of your current responsibilities:

What are your tasks?
What are the priorities?
What can be consolidated, eliminated, or shortened?
What can you do to stay ahead of less urgent tasks?
How do you solve problems?
Can you prevent problems by planning ahead and developing alternative processes in anticipation?
What are the things you still need to know?
Can you automate any of your tasks to make them more effective and less time-consuming?

Communicate | Connect | Network Proactive employees lead a meeting at work

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Find a role model by observing the leaders in your company. When possible, spend time with them to gain insight from their behaviors. Try out their techniques. Some will work for you, others will not. You'll need to fine-tune what you acquire so that you are able to build your own repertoire.

Let others know that you want to be more involved. You'll need to create your own opportunities. Don't wait to be asked—present your ideas to your management team.

Goals | Persistence | Excellence Proactive employees work on a project together

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Set goals for yourself. Write them down! List everything that you want to accomplish. Set deadlines! Once you have the end in mind, you can achieve your desired outcome. A series of small goals leading up to the completion of a large goal keeps tasks from becoming insurmountable.

Stay the course on how you want to accomplish your goals. This may require overcoming your fears and rising above obstacles or setbacks. You'll need to step outside of your comfort zone and become increasingly resilient.

Strive for excellence from start to finish. Commit yourself to always presenting your best work—your completed project with no loose ends. Be passionate about what you do. Give it your all. No matter what role you are assigned, you will be more effective when you put your full energy and effort into it.

Celebrate! | Be Flexible! Proactive employees celebrate their success during a work meeting

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Celebrate your successes, big and small, as you move along your path to becoming more proactive!

Be flexible! You can't plan for every outcome, so being able to react to the unexpected is an important trait for the proactive person. It is about the awareness of the existence of choices, regardless of the situation or the context.

Need more help being proactive in your career?

We'd love it if you signed up for Work It Daily's Event Subscription! Get your career questions answered in our next live event!

This article was originally published at an earlier date.

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J.T. O'Donnell reflects on lessons professionals can learn from athletes.

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The Secret To Building Brand Loyalty

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