When abroad, especially somewhere where the streets have an unfamiliar name and where the risk of getting hopelessly lost are therefore higher, the first thing that you look out for are signs and symbols that are familiar to you. And when you do manage to find a shop sign or brand logo that you know, you use it as a landmark – it gives you the comfort and safety of something which you can trust.

Roll out the red carpet because customers who give you their loyalty should be treated as VIPs

That is the essence of brand recognition and consequently, brand loyalty.

Brand loyalty is the most valuable ingredient to a successful business. As a seller, the loyalty that your brand enjoys means that you have a number of customers who are committed to your brand and who make repeat purchases. This means that thanks to loyal followers, your brand will survive while others will not.

Yet brand loyalty doesn’t come as a given. First of all, brand loyalty depends on a customer’s preferences.

If a product appeals to a customer because of its aesthetics, function and value, then the chances are that that customer will continue investing in that product and in other products by the same brand. Secondly, sellers need to work hard to build brand loyalty.

How do you build brand loyalty? First of all, you need to make potential customers aware of your brand – getting people excited about your brand means that you will fuel their curiosity and they will be keen to experience products by that brand. The key is to get your customers emotionally involved with your brand – by knowing who your customers are and what values they hold, you can tell them stories about your brand which appeal to their personality.

Once customers feel that your brand belongs to them, they will be keen to share their excitement with their family and friends. This, in turn, gives you precious word of mouth marketing – more than any other form of marketing, word of mouth creates an exciting buzz around your brand. That said, customers who are loyal to your brand will be jealous about it – they feel that it is their brand and therefore you have to personalise your communication with them. Create an experience around your brand and make it personal and exclusive – roll out the red carpet because customers who give you their loyalty should be treated as VIPs.

When you have gained brand loyalty, you have to maintain its momentum by always delivering on your promises and exceeding your customers’ expectations. By going that extra mile, you will give your brand a wow factor.

You also have to keep your brand relevant to your loyal customers. You do this by engaging your customers in the growth of your brand. Customers need to feel that they are contributing to the growth of a brand.

Brand loyalty also depends on trust – you cannot achieve brand loyalty and then sit back and cash in. Remember that brand loyalty is hard to build and even harder to keep.

Therefore, when customers buy products by their preferred brand, they need to be constantly reminded that they are making the right choice, every time. And you do this by staying loyal to your customers and being consistent in your quality service delivery – if your brand delivers an inconsistent message, customers will quickly replace it.

Moreover, you need to listen to your customers. Brand loyalty doesn’t mean that your customers will buy your products no matter what – you need to sell products that appeal to and anticipate your customers’ needs.

For sellers, brand loyalty means consistent sales and a healthy profit margin. Customers who trust a brand will recommend it, go out of their way to choose it over other brands, and contribute brand growth and to potential brand equity.

But what will customers gain from giving their loyalty to a particular brand? True, in return for their hard-earned cash, they are getting a product or service that has a personal meaning, appeals to their lifestyle, and makes them feel special.

But an economic downturn that has been dragging its feet for years means that customers have become increasingly price-conscious and eager to make their money go further.

This means that in exchange for their loyalty, customers want value and want to be rewarded for their custom more than ever. It is the sellers’ responsibility to reward brand loyalty by giving customers value for their money. This can be in the form of loyalty cards, discounts, and access to exclusive products which other customers will not be able to purchase.

In the end, brand loyalty has to pay for both sellers and buyers.