How to Create Brand Loyalty
Our saturated market place makes it even harder to entice consumers to our brands; especially when a large proportion of our competitors are using the ‘product plus’ strategies and claiming they have the competitive edge. These activities are no longer enough to really gain the loyalty of our consumers. If companies are to create a brand that customers love, are passionate about and would recommended, an understanding of the psychological drive that creates those emotions in humans is required and then it should be applied to brands.
In the 1990’s markets started to become saturated, the launch of premium products and products with added value were methods to differentiate one’s brand against a competitors. Marketing was focused on ‘push’ tactics, where additional product features were heavily promoted. This phase also contributed to the point that most markets are now overcrowded and however companies design, advertise and promote their products, it is becoming increasingly difficult to demonstrate that ‘point of difference’. This in turn makes it harder for consumers to decide which brand they will regularly purchase, as they may often feel no particular brand stands out any longer.
‘Push’ marketing can no longer create the effect it once could as basic consumer needs have been met; the continuation of added values to products has resulted in a large amount of ‘me to’ promotions. This leaves consumers desiring a brand that is refreshing and new. As with the 1980’s consumers can now be swayed towards products that offer to fulfill a fundamental need; their needs have changed and companies need to recognise that and develop and promote brands that offer something profound instead of just something better.
Our economic environment has also changed, in a way that the consumers lead the way in the types of products and services they demand. Producers should now be listening to consumers needs more than ever before as we face a world of demand instead of supply. Products now have to be designed and promoted so that they will trigger the consumers desire to purchase which lies within their subconscious. Companies should recognise that to create brand loyalty, consumers need to feel they are not just buying something but buying into all the brand qualities that will enhance their lifestyle.
In light of these developments, industry professionals are swapping the term ‘premium’ and replacing it with ‘precious’. In order to create a brand that consumers become loyal to it needs to have someone unique about it and not just offer a premium.
To create a ‘precious’ brand companies should be recognising how and why consumers define themselves by the brands that they purchase and use. Brands that have successfully done this have tapped into the subconscious of their target audience and created values that they feel match their desires and ambitions as people. They then transfer these values onto the brand via marketing, design and through every communication point with the consumer. For example; brands such as Heinz and Kellogg’s reflect their consumers motivation to belong, fit in and be part of popular culture. Whereas, the Apple brand appeals to those that want to be independent, creative and often outsiders.
It is not unusual for consumers to assign a brand as having an extremely high status, so much so that the products ‘own’ the consumer. For example, a collection of fine wines can be kept until the content and the status of the wines become good enough to drink. Or an expensive sports car can be stored and used on those special occasions only. This type of relationship with a product is more likely to occur with luxury brands, such as a Tiffany necklace may only be worn when attending an event that has enough status and class to reflect the values of the brand.
To create a precious brand that consumers will become loyal too, companies should thus consider if their consumers would place a certain status on their brands; would the product be something they purchase to use for special occasions, if so it can be marketed as holding the values of class, status and eminence.
Each consumer carries a set of rituals, which encompass a host of actions, and routines that surround the use of a product and can reflect the value they place upon that brand. For example, a consumer owning a Rolex watch may put it on and take it off and store it in a box or drawer every night. Rituals such as these enhance and pay tribute to the values associated with the brand. When developing a brand that consumers will become loyal to, it is worth considering how they will use the product, and where and why; this helps informs the types of values that they would attach to it. In turn. This can reveal how the brand can be presented in a way that it appeals to that audience and taps into their subconscious.
By companies adopting these insights and consumer developments, combined with working with a marketing agency that understands these brand approaches, they will be able to create, position and develop brands that will stand out in our saturated market place and lead to brand loyalty in their consumers.
Skala are an International team of marketing consultants that provide practical solutions to grow your business through consultancy, outsourcing and a full range of marketing services. For more information about how Skala can become your ladder to success, please visit: www.skalamarketing.com
About the Author:
Article Source: ArticlesBase.com - How to Create Brand Loyalty