Companies benefit from becoming a loyal customer. The cost of attracting a customer who is already familiar with the company and has made a purchase is much lower than that of attracting a primary customer. The basis for converting primary customers into repeat customers is high brand loyalty.
Here’s how to build a communication system that will increase customer loyalty.
What Is Loyalty and Why Build It
Loyal users are customers who regularly return to the company to buy goods or services. The cost of attracting them is usually less than the cost of attracting primary customers. Besides, regular customers bring in more revenue on average because they trust the company and agree to new offers more often.
Companies are choosing online marketing tools to build loyalty: according to Statista, digital advertising spending will total $389 billion in 2021. But offline touchpoints are important, too.
If information is different in the online and offline space, it can prevent a company from forming a unified image in the eyes of the customer. For example, when an online business tells a customer that customer centricity is the top priority, and the courier can only arrive between 8 and 10 a.m., it can irritate and distrust the customer. This is not conducive to developing loyalty.
To create a unified and memorable image, all businesses from modern tonybet.com to an old-fashioned accounting agency need to develop a brand platform. It helps bring all messages and communications in the external space to a common denominator.
A Brand Platform and Its Elements
A brand platform is a set of features that help companies set themselves apart from the competition and better remembered by customers. It is usually depicted as a pyramid, which consists of these levels:
- Target audience – The primary consumer of a brand’s products or services.
- Rational and emotional benefits of the company or its products.
- RTB – reasons to believe – reasons why people can trust a company. These can be independent studies, awards, ratings, reviews and other.
- Brand values – the company’s operating principles, which it publicly broadcasts.
- Brand personality – the set of characteristics a brand might have if it were a person.
- Brand mission – answers the question, “How and why does a company change the world?”
- Positioning – the set of characteristics and feelings that customers get when they interact with the brand.
Brand Building in Offline Communications
These are offline touchpoints:
- Point of sale: exterior and interior design, atmosphere.
- Employees: their appearance, uniforms and communication scripts.
- Product design and naming.
- Outdoor advertising.
- Business cards, price lists, booklets and other.
Often companies rely on broadcasting values through the design code of points. Through a single design code, the consumer creates a clear association with the brand.
Brand Building in Online Communications
Points of contact with the customer online:
- Communication through marketing and PR tools.
- The website of the company.
- The corporate blog.
- Social networks.
- Feedback and others.
The values and rational benefits of the brand can be communicated through the website and social networks.