Do you have a product you always buy from the same brand because you trust it to deliver the same quality every time? If you answered yes, then you’ve experienced the power of brand loyalty firsthand.
Statistics reveal that more than 80% of customers have brand loyalty in the US. In addition, almost 6 out of 10 customers said that their loyalty to a brand lasts for a lifetime.
So, how can your brand build this type of devotion? Let’s unpack what goes into building brand loyalty that lasts.
Table of Contents
- How Do You Determine Brand Loyalty?
- Why is Brand Loyalty Important?
- Brand Loyalty Examples
- Steps to Build Brand Loyalty That Lasts
How Do You Determine Brand Loyalty?
Brand loyalty pertains to a customer’s preference for a brand consistently over time.
Though many interchange the terms, there are differences between brand loyalty vs. customer loyalty. At the most basic, customer loyalty focuses on instant incentives like sales or discounts. Brand loyalty, meanwhile, dives deeper, fostering an emotional link between the brand and its customers.
Here are a few factors that show true brand loyalty:
- Repeat purchases
- Willingness to pay a premium
- Brand advocacy or recommending the brand to others
- Low sensitivity to brand competitors
Why is Brand Loyalty Important?
Why is having brand loyalty important? Here are a few reasons why it should be an ultimate goal for our business:
- Increased Customer Retention. It’s cheaper to retain present customers compared to acquiring new ones. That said, those loyal to your brand will stick through thick and thin, thus keeping churn rates low and boosting your bottom line.
- Higher Lifetime Value (LTV). Loyal customers don’t only return for repeat purchases; they also tend to try new products within your brand. That said, they tend to spend more on your brand over time.
- Reduced Marketing Costs. It goes without saying that a loyal customer base can help boost your marketing efforts with word-of-mouth. As a result, you can get more return on investment (ROI) for your ad costs.
Brand Loyalty Examples
Here are some of the best examples of brand loyalty from actual brands:
Lego: Generational Appeal
Parents who grew up with Lego often introduce the brand to their children, passing down a love for creativity and play. Beyond this, Lego has also expanded its appeal to adults with intricate sets like architectural landmarks, movie-themed builds, and advanced mechanical kits.
Amazon: Prime Membership
Amazon Prime creates a one-stop ecosystem that encourages members to rely on its offerings for multiple aspects of their daily lives. Over time, this approach fosters strong brand loyalty, as customers find it difficult to imagine life without the perks of Prime.
Disney: Lifelong Engagement
Disney captivates audiences from an early age with its magical movies, beloved characters, and enchanting theme parks. As customers grow older, Disney remains a constant presence with offerings like Disney+, Marvel and Star Wars franchises, and cruise lines tailored to families and adults alike.
Steps to Build Brand Loyalty That Lasts
How do you build brand loyalty? Here are a few ways to foster a community loyal to your brand.
1. Deliver Stellar Customer Experiences
Customer loyalty is based on superb experiences. From the moment someone visits your website to when they receive their order, every touchpoint should reflect your brand’s commitment to quality and care.
For instance, the web design above, designed by Penji, reflects a sleek and intuitive look. As a result, the brand looks professional and reliable.
- PRO TIP: Invest in high-quality design for your website and digital platforms. In addition, ensure that navigation is seamless and the visuals align with your brand identity.
2. Create Emotional Connections
Next, building emotional links with your audience is a powerful way to foster brand loyalty in marketing. For one, people will likely remain loyal to brands that resonate with their values and life goals. With that in mind, creating content that feels personal can transform one-time buyers into lifelong brand advocates.
For instance, the tailored marketing materials above evoke a sense of trust and partnership, helping customers feel that the brand understands and supports their goals.
- PRO TIP: Use storytelling, relatable visuals, and inclusive language to make your audience feel not only seen but also valued.
3. Consistent Brand Messaging and Identity
Consistency is key when it comes to building trust and loyalty. Customers should recognize your brand no matter where they see it—whether online, in print, or in person. That said, your messaging, visuals, and tone need to align across all platforms.
For instance, the image above shows how a brand uses the same colors, fonts, and styles across different materials. Whether it’s an ad, a post, or an ebook cover, the look and tone stay consistent. This makes the brand easy to remember and trust.
- PRO TIP: Building a brand book is the first step to consistency. After all, having a branding kit will ensure that you’re using the same logo, color palette, fonts, and tone of voice.
4. Engage on Social Media
Engaging on social media is one of the best ways to connect with your audience and build brand loyalty. After all, these platforms allow you not only to interact with your audience but also to share your story. In addition, it also allows you to showcase your products in creative ways.
For instance, take a look at the social media campaign above. As seen in the image, each post highlights a product while maintaining a consistent brand identity. The engaging visuals and clear messaging make it easy for the audience to connect with the brand and engage.
- Actionable Tip: Use social media to tell your brand story, respond to comments, and share behind-the-scenes content. Make posts interactive with polls, questions, or giveaways to keep your audience engaged.
5. Focus on Sustainability and Ethics
Focusing on sustainability and ethics is a great way to build brand loyalty in consumer behavior. For one, people are more likely to support brands that align with their values and show care for social issues. Also, Ethical practices can set your brand apart and create a strong link with your audience.
For example, the flyer above promotes a product that emphasizes sustainability and conservation, such as supporting captive-bred animal sales and eco-friendly setups, thus strengthening trust and loyalty.
- PRO TIP: Highlight your brand’s commitment to ethical sourcing, sustainability, or community support in your marketing materials.
Boost brand loyalty with designs that connect!
View a quick demo today and see Penji can help you create visuals your customers will love and trust.
