How To Increase Your Brand Loyalty
The “Secret Sauce” To Increasing Your Brand Loyalty
There is a “secret sauce” that is guaranteed to increase brand loyalty, and it’s closely tied to how you position yourself among the competition, not how many interactions you force on prospective customers.
Keep reading to find out how you can cultivate long-lasting customer relationships that actually stick!
Here Is A Smarter Way to Approach Brand Loyalty by Gregory Ciotti of HubScout…..
According to recent research published by the Harvard Business Review, there are three big myths about brand loyalty.
- Customers want to have relationships with brands.
The truth: 77 percent don’t.
- An increase in interactions is always the answer.
The truth: Your customers can suffer from information overload.
- Loyalty comes from regularly engaging with a brand.
The truth: Brand loyalty is built on shared values.
Having shared values—similar opinions or a common philosophy on a particular issue—was the only significant driver for brand relationships with the few consumers who wanted one.
The most beloved brands have developed their cult following through a strong stance on issues both within and outside of their industry.
What your company stands for doesn’t have to be lofty or grandiose, but you have to plant your flag somewhere that matters.
Communicating your brand’s higher purpose outside of making money is the way to create a genuine connection with loyal customers.
According to the research, it’s the only method of creating brand loyalty that truly sticks.
In addition to being known for a strong stance on issues that matter to them, all of the most worshipped brands became legendary by doing something a bit out of the ordinary … they made an enemy.
Why You Need an Enemy
- The quest for brand loyalty doesn’t end once you’ve found a cause to rally for.
- Now you need to make an enemy!
- This fact is backed by proven psychological research and one of the most memorable case studies of all time.
- Conversely, Apple was the cool, savvy product for young people doing creative work and fighting the system.
- This rivalry played a huge role in Apple’s subsequent branding strategy and even its more recent Mac vs. PC campaign.
- Recent neuroscience research had found that the same areas that light up in the brain when thinking about religion also light up for Apple fans when they’re thinking about Apple products!
- This loyalty is spurred in large part by the division Apple creates between itself and competitors.
Social identity theory suggests that people identify with groups in such a way as to maximize positive distinctiveness.
- Groups offer both identity (they tell us who we are) and self-esteem (they make us feel good about ourselves).
- People like to support companies with strongly held beliefs because they enjoy being part of a movement and the feeling of belonging that comes with it.
Can your business create the same effect?
How can you go about making an enemy without hurting your reputation?
If you’re worried about going toe-to-toe with a competitor like Apple and Microsoft, fear not—you don’t have to make an enemy of a brand, but rather with an idea or a belief.
- Instead of rallying cries that criticize Company XYZ, you should clearly position your company against something that your ideal customers are likely to shun as well.
So how do you position yourself against an idea to make it your enemy?
Below are three tips to ensure that the enemy you choose won’t backfire and hurt your sterling reputation:
- Don’t dwell. Establish your opposition stance, but don’t become a broken record. This is especially true if you’re using tactics like content marketing to grow your business. You don’t want to constantly shine the spotlight on the things you oppose!
- Stick to problem/solution scenarios. This tactic works best with solving problems and selling solutions. For SEOmoz the divide created makes sense, but if you’re selling pencils, trying to make an enemy out of pens will just look silly.
- Don’t let it get personal. It’s okay to take subtle jabs at the business practices of your competitors, but personally calling out companies or individuals is generally a bad move for most business owners.
What idea or belief is your company’s enemy?
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