Building Loyalty

2016-12-19 18:10

Brand loyalty, it seems straightforward but in reality, it is quite complex and there are many factors to consider and how the brand reacts to these factors is what builds a brand that can build loyalty from the consumer. Most brands are good at building hype and getting attention, but more often than not, they fail to build loyalty with the consumer.

Let's look at a few factors that can make or break the relationship the brand has been building:

Speaking the right language

Probably one of the easiest things to overlook and/or to get completely wrong. Ensuring that the language you speak resonates with the people who follow and it remains true to your company values and vision. Brands tend to feel that they need to be funny and witty to connect with their audience and this sometimes does not work if the humour is not going in the same direction as the vision of the brand. An example is if you have a brand that says they are simplistic and easy to understand but use ambiguity and metaphors in the messages they send out to the consumer. This can cause so much confusion and uncertainty.

Building relationships that work

All forms of relationships are quite complex and require a tremendous amount of effort to ensure that they are functional. One thing the world can agree on is that relationships take a lot of work but one small mishap can break that trust and the damage irreparable. So how do we get these relationships to work to benefit the brand? I wish there was a simple answer but it is a mix of things. The first thing is to ensure that you address the need of your audience and by letting them know that they will benefit from this relationship. Secondly, once the relationship has been established, you need to show them that you value them and that your aim is still to ensure that you satisfy that need and addressing any other additional needs. Basically you need to ensure that your client ends up in a better place than when the relationship began.

Any crisis needs honesty and sincerity

So your product needs to be recalled because it has major faults and it spontaneously combusts or maybe your cars is low on safety features that they have grown used to when it comes to your brand of cars. It is important that before you respond to anything or anyone, ensure that you have assessed the situation thoroughly. If you cannot do this, then it would be wise to bring in a PR specialist to do damage control. If you can't afford one, it is not the end of the world. Ensure that you figure out where the problems arise from and never lie. Firstly address your audience to reassure them that you are on top of the situation and secondly when you do speak to external stakeholders, you know that the people who are behind your brand will most likely still be behind you. Always share how you intend to remedy the situation.

Trolls cannot be beaten

When your brand is active on social media and engaging with its constituents, sometimes you get the urge to respond to each and everyone who uses your handle. This is a great approach and it will most likely gain the brand a positive brand image. We do, however have this problem known as trolling. Trolls aim to to make the brand look bad and sometimes feeding trolls can land your brand in trouble. Not responding to trolls can help to maintain the image your brand had and avoid unnecessary conflict.

Getting a brand to work is not easy and requires consistency. What we spoke about is merely just to help in steering the brand in the right direction that is mutually beneficial to both the brand and its consumers of the product or service

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