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Success Strategy: How To Cultivate A Lifelong Brand Loyalty

Consumers are always complaining about what brands are not doing to them.  Brands insist that they are doing everything in their power to sa...

Consumers are always complaining about what brands are not doing to them. 

Brands insist that they are doing everything in their power to satisfy consumers’ growing appetite for better, affordable products.

By @Comic24Derick

Brand loyalty seems to be changing with generations. Before brands would deliver on their promise, some customers say. They never overcharged you or abuse your personal information.

But over the years, this has changed. It seems more products are on offer each day, promising better results from the next competitor.

In short, consumers are spoiled for choice, and at the same time, they are being exposed to counterfeit products taking people for a ride, promising what they can’t deliver.

Don’t opt for the simpler options

In Jeff Bezos's reasoning, “A brand for a company is like a reputation for a person,” the entrepreneur said. “You earn reputation by trying to do hard things well.”

Each brand needs to be protected the same way you want to maintain your image clean, staying away from negative media reviews. Damaging news injures brands the same way they do to your personality.

To show your difference from other brands, invest in strategies, and solutions that will benefit your clients. Going the extra mile in satisfying your clients will give you an upper hand, positive reviews, and convince more clients.

A brand is a lifestyle

Brands that tell a unique story are believable and have an added advantage to attract regular customers. People are inspired by listening to other people, their life, struggle, and aspirations.
Damaging news injures brands the same way they do to your personality. (Image: Pixels)

And when you incorporate that in your brand, you become a credible voice that appeals to a wider following. This leads to a better understanding and trust, convincing Eva Chen to claim that, “Build a lifestyle around your brand, and the audience will follow.”

In Elon Musk’s view, “Brand is just a perception, and perception will match reality over time,” the tech entrepreneur said. “Sometimes it will be ahead, other times it will be behind. But a brand is simply a collective impression some have about a product.”

A brand must first create an impression before it is accepted on the market or changes purchasing behavior. With time and marketing, it will be accepted or rejected. However, the impression that you attach and create, will determine how a brand will perform.

No magic wand

Sometimes brands are launched and create a first impression, however, branding guru, Simon Mainwaring knows that big brands take time to build.

“Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies,” said We First founder. “It takes effort to identify a vision that your customers will find credible and aligned with their values.”

Yes, creative messages are part of branding, but it doesn’t stop there. What it means is that you are fulfilling a part of an expansive branding strategy. 
You must find an idea that will match your client’s culture, personal needs, and beliefs to engage, and convince them you don’t only exist to outsmart your competitor but you offer a solution.

Pass on the button

Designer, Alice Temperley further says, “You have to stay true to your heritage; that’s what your brand is about.” Brands in Temperley’s words are part of our history, they are not an accident that will cause hype, and disappear in a flash.

Blow your trumpet

When an owner has invested much into a brand and it begins to transform people’s lives, there is no harm in admitting its success. With over 2 billion users, 1.8 billion active users daily, and reaching 59 percent of social media users, the Facebook co-founder has more reasons to gloat about its success.

“Think about what people are doing on Facebook today. They’re keeping up with friends and family, but they’re are also building an image and identity for themselves, which in a sense is their brand,” 

Zuckerberg claimed. “They’re connecting with the audience that they want to connect to. It’s almost a disadvantage if you’re not on it now.”

Brand loyalty, psychology

“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier,” mentioned Howard Schultz. “And that emotional relationship is one the most important characteristic, which is trust.”

After leading the Starbucks Coffee Company twice as a CEO, Schultz understands that the cornerstone of a brand lies in building bonds with the customers, who are the backbone of any brand. When it grows, loyal customers must feel it and celebrate its success. And when it falters, there must be a mutual feeling.

We are worlds apart

Airbnb CEO was bold in separating the lodging brand from its peers, insisting that they are different.

“Airbnb is different from most brands. We’re a community of individuals, and yet there’s a consistency holding us together through the values we share,” Brian Chesky said. “We have a common belief in belonging, but everyone's expression of it will naturally always be a little different.”

Ryan Holmes maintains that understanding your customer behavior before you launch your brand will ensure its survival.

Originality is key

“As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd,” said the Hootsuite chairman. 

He added: “If you form a strategy without doing the research, your brand will barely float - and at the speed, industries move at today, brands sink fast.”

Hootsuite was formed to connect people with “communities they live in. The teams they work with. The brands they love,” according to its website.”

For Adele, creating music that is unique from other artists remains her goal. “I think it's shameful when you sell out,” the singer maintained. “It depends what kind of artist you wanna be, but I don't want my name anywhere near another brand.”

On the political front, Joe Biden was adamant about maintaining his identity, and the stance paid off after he won the United States presidency.

“The only thing I know is I ain’t changing my brand. I know what I believe,” the 46th and current president of the United States said. “I’m confident in what I know. And I'm gonna say it. And if folks like it, wonderful. If they don’t like it, I understand.”

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