Beyond repeat customers, building true brand loyalty


For many organizations, repeat customers are the sign of brand loyalty. However, at Infinis Consulting, we believe that true brand loyalty is something entirely different and far more meaningful.

How can you tell the difference between FALSE and TRUE loyalty? Try this activity:

Think of a brand that you have a long-lasting relationship with, and ask yourself the following questions:

  • Do you spend more time or money with the company in repeated purchases?
  • Have you stopped looking into offerings provided by competitors?
  • Do you travel longer distances or wait longer to do business with them?
  • Do you forgive them when they make small mistakes?
  • Do you tell others about your positive experiences and recommend the company to others?

If you answered, ‘yes,’ to these questions you may – or may not – be truly loyal to this brand. For example, customers that appear loyal may simply be unaware or unable to access competitors or alternatives. Now, ask yourself another important question. How you would feel if this brand went out of business?

We believe that true loyalty is the presence of deep attachment to the brand, not simply the presence of repeated purchase behavior. Even though customers engage in repeated business with a brand, it may not necessarily translate into deep attachment.

How would your customers feel if your brand no longer existed?

We have learned that to earn true loyalty an organization must deliver a superior brand experience consistently over time. Deep attachment does not simply occur after one excellent experience in the midst of average or below average experiences. Aim to exceed expectations at every customer touch point (hint: not just the obvious ones).

How does your organization develop true brand loyalty? Contact us



The secret to increasing brand loyalty. Don’t let it go

We’re pretty sure you’ve heard about the whirlwind success of Disney’s blockbuster Frozen. Not only was it a smash-hit at the box office, the story of Anna and Elsa has been translated into experiences and products across nearly every division of the company, setting off a firestorm of worldwide demand and embodying a modern, contemporary expression of the Disney brand.

Whether it be a plush Olaf doll, a show of Disney on Ice presents Frozen in your hometown, family adventure trips to Norway (the movie’s iconic setting) or nationally televised “Let It Go” sing-a-longs, consumers can’t get enough of the Frozen franchise.

Most recently, Disney has responded to demand by offering an entirely new experience: Frozen Summer Fun LIVE! at Disney’s Hollywood Studios in Florida. It features a procession of the movie’s characters , an outdoor snowfall (yes, in 90-degree weather!), an ice skating rink, live sing-a-long and a nightly Frozen-themed fireworks show.

So, what can other organizations learn from this? When consumers demand more of a product or service…seize the opportunity; don’t “let it go!” And, do so strategically. By giving Frozen fans new, relevant experiences that make an emotional connection with the brand, Disney continues to build loyalty.


At Infinis Consulting brand loyalty course we discuss how customer loyalty is earned by consistently delivering on the brand promise over time. We examine how brand extensions successfully attract new target customers and/or gain a greater share of spend by creating new value and relevance for consumers, while delivering on the same brand promise.

So, how can your organization create a total brand experience that increases consumer attachment? Start by asking these questions:

  1. What are the “gaps” in your brand experience from the customer’s point of view?
  2. What new experiences could close these gaps while creating new value and relevance for consumers?
  3. What details can be considered to “plus” the brand experience for your customers?
  4. What will differentiate your experience from your competitors?

Addressing the gaps in your total brand experience will help ensure that your brand promise remains relevant and highly valued by consumers. And, by consistently delivering upon your brand promise, you will continue to make emotional connections with your customers and keep them coming back for more – over and over again.

Tell us -How can your organization fill in the gaps in your brand experience?

We’d love to hear from you!

To know how we can help your organization create exceptional customer experience contact us