Two Ways of Making a Customer Loyal

Today, there’s a lot of resentment and dislike towards large brands. They’re a necessity in many ways. The convenience of Walmart and Amazon, for example, make them hard to avoid. It’s challenging to make a business and brand likable today, but there are some tools available.

Brand consistency, for example, is vital for creating customer loyalty. If a consumer finds the social media page of a business and it’s drastically different from the website, that’s negative. It can be especially bad when a brand seems child friendly on one platform but isn’t on another. These discrepancies can kill a brand’s image.

While consistency is a principle to strive for, a more direct tool to utilize is hyper-specialization. A brand which makes its product or services specialized to each individual user will see great loyalty. A company which does this well today is Spotify. Playlists are specialized to the individual and Spotify Wrapped gives the listener insight into how they use the service.

This convinces the user that the app is really their own, forming attachments and fostering loyalty. Of course Spotify has an easy time specializing, but it can be more challenging for other businesses. Food is an area where specialization is hard, but brands can turn to the apps and online features to do so. Starbucks has a hyper-specialized app, and Cadbury has flavor matching features on their app. 

Utilizing these two principles together is a way to increase revenue and customer loyalty. People want a business to convince them that they matter and to be clear in their presentation. If these two things are managed, the business is far more likely to retain people across time.

How Strong Brand Consistency Drives Brand Success
Source: BrandGuard