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I’m constantly talking and writing about developing emotional involvement in your brand to drive customer loyalty. Today, I’m going to provide my three steps to generate emotional involvement in your brand. I call these three steps the 3 S’s of Customer Loyalty. By ensuring your brand offers customers the 3 S’s of Customer Loyalty, your customers will become emotionally involved in your brand. Let’s take a closer look.
The 3 S’s of Customer Loyalty
- Stability: Customers are driving to emotional involvement in a brand when it sends a consistent message.
- Sustainability: Customers are driven to emotional involvement in a brand when they expect that brand to be with them for a long time or at least a specific amount of time with a clear end.
- Security: Customers are driven to emotional involvement in a brand when that brand gives them a feeling of comfort or peace-of-mind.
The 3 S’s of Customer Loyalty link directly back to the primary steps of developing a brand. So while many people might argue that branding is not important, I argue that branding is an important part of driving profits. Brandhing helps to create customer loyalty which leads to repeat purchases and perhaps the best form of marketing any company can hope for — word-of-mouth marketing from your best customers and most powerful influencers.
Take a look at your brand. Is it driving emotional involvement through stability, sustainability and security? If not, make the necessary changes now, and you’ll reap the rewards later with increased customer loyalty.
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Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
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