When it comes to the world of commerce, you’d be forgiven for thinking it’s all about that bottom line. Making a sale and moving on to the next one is the name of the game… right? Wrong. Now, more than ever, having consumers actively engaged with brand advocacy and loyalty to their favourite retailers (whether on or offline) is what almost all businesses should be aiming for.
Keep ‘em coming back
Repeat custom is almost always more valuable in the long run than one-off purchases — just ask Amazon, one of the biggest companies on the web and one that sees the most return custom. The reason? You could say it’s a matter of pricing and customer service, but really what it boils down to is having customers who become brand advocates. Apple is another great example of this; ever heard anyone say ‘You need to get the new iPhone’? That’s brand advocacy in action.
Who benefits from generating advocacy and loyalty?
Just because the world of business is heavily focused on the web, there is no reason for non-online companies to assume this can’t work for them. It’s a concept that’s as old as the hills. Even if you’re a butcher in a small village in the middle of the countryside, by having a strong brand identity and actively engaging customers, you’ll keep them coming back. In the case of online retailers and large commerce companies (like supermarkets or high street clothes shops) garnering loyalty can be a different animal — in such cases loyalty schemes can be very useful.
Build your brand, build your business
If you’re scratching your head and wondering how you can cultivate loyalty for your business, it may be a good idea to think about hiring a branding consultancy. By working with specialists, you can find new innovative ways to create loyalty within your client base. It is always a good idea to do your research and look at how the top design agencies help define their clients’ brands. Their websites are full of case studies and examples of their work, so don’t hesitate to check how they approach brand building.
Whether you end up deciding to create a mobile app with a ‘points’ incentive for repeat custom, or you simply engage a branding consultancy to help you, every step is a strong one. The first is understanding the importance of brand advocacy in the modern age, the second is making it happen.