Brand Loyalty

There is more to brand loyalty than just repurchasing. Customers may repurchase a brand due to situational constraints (such as being locked in with a vendor), a lack of viable alternatives, or out of convenience.  This loyalty is referred to as “spurious loyalty”. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior.

You can spend millions and billions on advertising and getting your brand in front of your audience — but you still need a really good reason why folks will fall in love with your company.

“Brand Loyalty is the situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category.”  I originally posted this Brand Loyalty article on Daily Deal Media…

I’ve witnessed many deal sites struggle to gain true brand loyalty and awareness.

When you think about it, most folks care more about the actual deal than the company who hooks them up with the deal.

Why would someone love your website over your top competitor?

Is it the “voice” or “character” of your company?

Woot.com is great example of a company who has continued to build brand loyalty through the voice of their copy and communication style.  When you visit Woot, you laugh at the copy on their page, and then get sucked in to order the products (which many times you had no intention of purchasing in the first place).  Daily Steals “Master Thief” is a great character that many folks connect with and get a chuckle from.

Is it the greater “cause” that you support?

Tom’s Shoes has built a loyal group of followers, not because the quality of their shoes, but rather because of the company’s dedication to a greater good.  For every pair of shoes that Toms sells, they give a pair away to someone in need.

Is it your technology?

Groupon has continued growing their brand loyalty through many different ways, but one that really sticks out is their technology behind their mobile app “Groupon Now.”  Can you make life easier for your subscribers and clients through the use of proprietary software?

Is it the quality of your deals?

As I stated above, building brand loyalty from the deals that you offer alone is a tough job.  Your primary mission is, in fact, to provide the highest quality deals and services to your audience at the best possible price.  Offering spectacular and exclusive deals will dramatically help you build your brand loyalty.

Whatever it may be, defining why someone should fall in love your business is important.  It could be a wide range of things that your company does… From your customer experience, or your redemption process, your merchant experience, or your subscriber acquisition and retention rates; or your dominating presence and loyal following on the social media sites…

As the deal space continues to progress and more competitors enter the marketplace, the importance of gaining brand loyalty and putting an emphasis on standing out from the crowd gains more importance.

On the flip side, as you build a strong, clear brand position, the more likely you are to find a group of people who don’t like you.  There is no way you can please everyone, in fact, if you try you won’t please nearly as many folks.

Companies with strong brand loyalty connect with their core audience on a personal level, and often times strike a chord of dissonance with another group.  If you want some people to love you, you’ve got to acknowledge that somewhere along the line others will hate you.

Marc D. Horne
Daily Deal Builder
Original Article Source: http://www.dailydealmedia.com/789brand-loyalty/