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.