4 things to drive brand loyalty

 

Harrods is encouraging Chinese shoppers through it's Union Pay credit card system.

Brand loyalty is defined by some organizations as simply having repeat customers. While repeat purchase behavior is certainly a good thing, it doesn’t necessarily mean customers have a long-term, deep attachment to the brand—a personal, deeply felt emotional connection that inspires true loyalty.

At Infinis Consulting, we have found that true brand loyalty is based on creating something truly special so that when customers interact with your brand, an emotional connection is built, and the foundation for a long-term relationship is formed. So, how can an organization move beyond simple repeat-purchase behavior to building true brand attachment? Start by making a meaningful and credible brand promise to your customers, and then deliver on that promise over and over again.

In our  Business Excellence professional development course, we share with participants that a “brand promise” is a succinct statement of the tangible and intangible benefits provided by the ideal brand experience. In other words, a brand promise is a statement of how you want the customer to feel when they interact with your product or service.

So, what constitutes an effective brand promise—one that connects emotionally with customers and is the basis on which relationships can be formed? Here are four things customers are looking for a brand promise to be:

  1. Important – Customers have expectations regarding the fair exchange of value. In exchange for their money and time, they rightfully expect something meaningful in return. The brand promise must convey what matters most to your customers.
  2. Credible – Customers must believe that what you are promising is possible and deliverable. It has never been good policy to “over-promise” and “under-deliver.”
  3. Exclusive – No organization can be successful at trying to be everything for everybody. Find your niche, and carve out a unique space to “own” in the mind of your customer.
  4. Differentiating – The brand promise must truly set you apart from your competitors and be based on legitimate differentiators.

The ultimate reward for making and keeping an effective brand promise is deep attachment between your brand and your customer. The key will be delivering consistently on your promise…over, and over, and over again. This will require everyone in the organization to become brand ambassadors and brand managers who understand and apply the brand promise to their daily decisions and actions.

To know more about we can help you to increase brand loyalty, contact us.

How to make your brand promise meaningful to your employees

 

 

 

A woman and a man on a business lunch in a restaurant

In a recent IThink post, we shared four things a brand promise needs in order to drive true customer loyalty. Together, these make up the building blocks of an effective brand promise—one that has the potential to connect emotionally with customers and is the basis on which lasting relationships can be formed.

But, as we all know, making a promise is just the first step. To successfully drive true customer loyalty, you must also be able to consistently deliver on the brand promise over and over again—something that will require everyone in the organization to become brand managers and brand ambassadors who understand why, and know how, to apply the brand promise to their daily decisions and actions.

In fact, at Infinis Consulting, we believe and teach other business professionals that the brand promise belongs to everyone in the organization, and it must be central in all business decision-making.

However, through our work with other organizations, we often see this common mistake: companies sometimes struggle to deliver on their brand promise because they tend to focus resources disproportionately on the external communication of the promise (i.e., promoting to their customers) rather than devoting necessary resources to the internal communication to, and equipping of, the people (their employees) who are critical to delivering the brand experience.

An authentic brand promise is much more than a simple poster on a wall (which no one probably reads anyway). For it to be delivered consistently, time after time, across all touch points, a brand promise must be made meaningful for all employees.

To do this, review your brand promise and ensure that it is:

  • Simple – Easy for everyone to understand and state in his or her own words.
  • Realistic – Something that all employees believe they can deliver consistently.
  • Actionable – Something that can be translated into clear and concrete actions.
  • Indicative – It clearly demonstrates: “What you will do, and what you will not do.”

Your customer experience is dependent on the people delivering it. These four tips can help ensure that everyone in the organization is prepared to deliver on your brand promise.

To know how can we make your organization’s brand promise more meaningful for your employees? contact us