The Stages of Brand Loyalty

Loyalty may seem like a strong word when referring to branding, but if you think of your own experiences with certain brands you may find it’s a merited one. Think about your own experiences with certain colognes, stores, and technological products. Galaxy or iPhone? Brand loyalty obviously doesn’t happen overnight, it’s a long process that is the result of strategic marketing work. Let’s explore then the 3 stages that lead up to brand loyalty.

Recognition: This is the first stage in developing loyal customers. You must have, at this point put in the work to differentiate your brand enough from others that when looking at several options, customers at least recognize your brand. If you find you are not at this stage yet, think of developing some awareness-building campaigns for your brand.
Preference: This is where your customers choose your brand over the competitions, when all things are more or less equal. But at this stage, a Nielsen study reports that 4 out of 10 customers say they can still be swayed by a lower price point in a competitor. This means that at this stage, customers are still easily influenced by short-term promotions. Here it is up to you to deliver stellar service or highlight the benefit or value of your brand.

Insistence: At this stage a customer insists upon your brand over and over again. They will choose it over any other and do you the great service of talking about it to their friends and family—this is something you want. It takes a lot of work to get here, but this insistence, or loyalty, is worth creating reoccurring customers and boosting your bottom line.

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