Brand Building through Customer Loyalty

In business we often talk about branding and how to capture customer loyalty over the competitors and there is two major ways that this can be done; one is branding the product itself, the other is branding the company.  When it comes to branding a product you need to do something that makes a product that is similar to the competition stand out. For example, zip lock potato chips; the product is the same but the packing is unique;  you need something that differentiates your product from the competitors.  The other option is branding your company itself; companies that have various products often go this route in order to create customer loyalty to the company as a brand; they do this so that when they gain a customer’s loyalty it is not simply for one product but for the company overall.  When you are shopping if you are loyal to Johnson & Johnson, they make hundreds of products, so you may purchase a variety of products simply because you trust this brand.

This of course is the ultimate goal; to get a customer to trust your brand over the competitors, once you have done that, even when you come out with new products, they will be sure to try them over another brand, often even  if they are already using the other brand.  So how do you get your customers trust and loyalty?  Well that is the 64 million dollar question…  The answer is different for every company; there is not any simple or cookie cutter answer.   But a great start is showing your customers that you offer great support, that you back up your products, that you do what you say you are going to do as a company, and that you don’t cut corners on quality.  A great resource for customer loyalty is the Customer Loyalty Institute .  Once you have created loyal customers your brand will become more recognizable and more popular, but remember don’t bite off more than you can chew, build your brand slow and create a stable foundation.

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