What Not to Do – Guide on Brand Loyalty

Creating brand loyalty is arguably one of the largest drivers to success in a business. You cannot gain loyalty overnight; it takes time, and it takes progress. It is also something that once you gain, you never want to lose. Let’s look at what might cause the loss of brand loyalty and how to avoid it.

Listening to Customers (or not)

The purpose of brands and businesses is to cater to customers. It is so important to listen to the customers. One of the fastest ways to lose brand loyalty is by not listening to customer feedback. Customers want to feel cared for and heard by brands. When you listen to their problems and resolve them, they are going to return. If you ignore them, you will continue to lose that loyalty you may have once had. It might not always be a complaint; it can be as simple as a suggestion. If you cannot provide them with a solution right away, ensure they feel seen and heard. Otherwise, you risk losing customers to competitors that may provide the solution/cater to their needs.

Life Events

Life changes so quickly. Whether it is a new job, a pandemic, an election, a natural disaster, or a major life event change, it will affect and alter a customer’s priorities. Brands that once served a certain set of customers may no longer serve a purpose to customers who have undergone major changes in their lives. It is important to monitor the climate, to adapt to these changes, and try to re-engage customers during these pivotal times. An example of this can be shown during the pandemic of 2020.  It was crucial for major stores, such as Wal-Mart and Publix, to change their focus from in-store offerings to connecting with and providing delivery services.  The stores therefore, maintained and perhaps even expanded their customer base by embracing the change and altering the way products could reach customers.

No Longer Fulfills Needs

In the digital world, things are evolving and changing faster than ever before. When certain brands fail to keep current with the changes, they will fail to fulfill consumer needs they were satisfying in the past. Ways to avoid this include updating products, providing excellent customer service, and maintaining customer connection to your brand (regardless of whether you can fulfill their current needs).  If your brand continues to make the customers feel respected, appreciated, and heard, customers will continue to value your brand and display loyalty to your brand over others.  A simple customer appreciation token/discount can aid tremendously in this regard.

Disregard for Trends

Trends are a huge way of connecting with your audience. Brands that ignore trends risk getting ignored by consumers and potential consumers. Brands participating in trends allow for their customer base to connect and relate to them, but also tend to end up getting attention from new customers as well. Consumers are loyal to brands that align with their lifestyles, which is often shown through trends. Therefore, put time aside for your brand to participate in trends that align with the values and lifestyles of your customers.

Loss Of Trust

Without trust, you do not have loyalty.  Any issues or controversies that happen with your brand need to be dealt with as quickly and smartly as possible. However, avoid making rash decisions as they may have negative consequences. If a specific resolution needs time, a general response expressing concern and showing that a resolution is nearing is crucial.  If a timely response is not provided, consumers will quickly drop your brand and seek out the closest competitor. Transparency is more important than ever in this day and age. Be prepared. When scandals or controversies are happening with your brand, make that your focus until it is resolved. It is important to make sure that the situation is handled and concluded prior to continuing with your regular marketing behaviors. Take your time to respond in a caring manner, show the customer what you can do to make them happy, but to also be real and vulnerable. Then proceed with telling them what you can do differently to fix it, or how you will improve from here on out. The last thing you want to do is lose trust from your customers.

Dissatisfaction

It is essential to make sure that when your consumers are dissatisfied with your brand, you provide top-tier solutions and customer service. The more satisfied a consumer is with your brand, the more likely they are to return.  Offer incentives and tune into the reasons expressed for the dissatisfaction, focusing on turning that around into a positive.

Conclusion

Brand loyalty seems to become more challenging as there are so many options for the same product or service. Avoiding these mistakes will allow your brand to rise above others. Consumers want brands that connect with and listen to them, while satisfying their needs. Loyalty is highly valued in this day and age, and word spreads quickly about “good” and “bad” brands. Consumer relationships require continuous attention. Be that brand, make your customers know that your brand is the brand for them.