The four ways of winning brand loyalty. How brand promise affects customer loyalty? Visit us at www.infinisconsulting.in

1. Four things to drive brand loyalty

2. Brand loyalty is defined by some
organizations as simply having repeat
customers. While repeat purchase behavior is
certainly a good thing, it doesn’t necessarily
mean customers have a long-term, deep
attachment to the brand—a personal, deeply
felt emotional connection that inspires true
loyalty.
What is brand loyalty

3. True brand loyalty is based on creating something
truly special so that when customers interact with
your brand, an emotional connection is built, and
the foundation for a long-term relationship is
formed. So, how can an organization move beyond
simple repeat-purchase behavior to building true
brand attachment? Start by making a meaningful
and credible brand promise to your customers, and
then deliver on that promise over and over again.

4. What is a brand promise
A “brand promise” is a succinct statement of the tangible
and intangible benefits provided by the ideal brand
experience. In other words, a brand promise is a statement
of how you want the customer to feel when they interact
with your product or service. a “brand promise” is a
succinct statement of the tangible and intangible benefits
provided by the ideal brand experience. In other words, a
brand promise is a statement of how you want the
customer to feel when they interact with your product or
service.

5. So, what constitutes an effective brand
promise—one that connects emotionally
with customers and is the basis on which
relationships can be formed? Here are four
things customers are looking for a brand
promise to be:

6. Important – Customers have expectations
regarding the fair exchange of value.
In exchange for their money and time, they
rightfully expect something meaningful in
return. The brand promise must convey
what matters most to your customers.

7. Credible – Customers must believe that what
you are promising is possible and
deliverable. It has never been good policy to
“over-promise” and “under-deliver.”

8. Exclusive – No organization can be successful at
trying to be everything for everybody. Find your
niche, and carve out a unique space to “own” in
the mind of your customer.

9. Differentiating – The brand promise must truly set
you apart from your competitors and be based on
legitimate differentiators.

10. The ultimate reward for making and keeping an
effective brand promise is deep attachment
between your brand and your customer. The key
will be delivering consistently on your promise…
over, and over, and over again.
This will require everyone in the organization to
become brand ambassadors and brand managers
who understand and apply the brand promise to
their daily decisions and actions.

11. What’s your brand promise
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