07.21.06
Earning Customer Loyalty
Branding is essential to the success of your business. Without a branding strategy, you fail to establish customer loyalty. Branding involves more than picking a great logo or making your products and services recognizable. It’s about establishing an overall impression in your customers’ minds that you can address their needs.When branding, consider the importance of:
- Creating professional-looking marketing and advertising materials that accurately portray your services or products.
- Making sure the message being conveyed through your materials is consistent.
- Being able to differentiate your services and products from that of your competition. Do your materials effectively convey those differences to your customers?
Take the time to review your products/services strengths. Answer why these strengths are important to your customers. What are you bringing to the table that they can’t get elsewhere? Once you’ve done that, review your marketing materials, advertising, sales, customer services, and logos to see if they are reinforcing your strengths.
Thought of the Day:
“We must distinguish between repeat buying and brand loyal behavior. Repeat buying can be bought through bribes. True brand loyalty must be earned and reinforced. Every consumer comes with a mind attached.”
Larry Light, President, CEO, Arcature, LLC
