Brand loyalty is vital to a company’s longevity. Building brand loyalty may differ from industry to industry, but there is a common set of values found in each approach. Implementation may differ, but the core mindsets are similar.
Why Should Consumers Choose You?
When it comes down to it, no matter if you’re a credit union, health provider, or an educational institution, the reality is that your competitors are offering similar, if not the same, products you offer. There may be some minor differences, such as rates or premiums, but from a consumer’s viewpoint, the products are the same. Influencing them to choose you comes down to getting that first experience and retaining it from there on out.
Creating Trust Through Experience
In order to create that first experience, and hopefully you aim for it to be a positive one, you need to be seen as an expert in the field. It’s a common practice amongst consumers to go to the their best option. Keep in mind that relevancy and consistency are important to maintaining the perception that you’re an expert. Knowing what your audience wants, needs, and the difference between the two, you’ll be able offer your services to them appropriately.
Remember That You’re A Consumer Too
As consumers, we’re looking for specific things: value, quality, and appreciation. Keep that in mind when building your company’s brand loyalty. Remember that you’re also a consumer, and you should be implementing the practices of a company that keeps you buying from them. Is it Tide’s dependability that keeps you using the detergent? Consumers show a tendency to continue using a brand that consistently meets their needs. They will go back to company’s product that they trust and can count on. Be dependable.
Follow Up Through Engagement
Knowing what your audience needs is one thing, but finding out how they feel about your product is a huge advantage. Asking them through social media, website surveys, or even simply talking to them in person about your services and products will allow you to improve on what you’re already doing. Knowing is half the battle.
At HyattWard, we help companies build brand loyalty and retain their customers’ business. Check out this promotion we created for our client, Credit Union of Southern California.
The direct mail piece went out to a list of inactive Members, and the goal was to find out what CU SoCal could do for them. We attached a $5 Starbucks gift card to the mailer, and asked them to go online and take a survey. So, even if they didn’t take the survey, they could still enjoy a cup of Jo on CU SoCal. The survey itself was designed to find out what CU SoCal products the Member would most likely use in the upcoming year, and remind them of all the services our client provides; all without making it read like an ad. The turnout was relatively high, and the campaign was considered a success.
