What does it really take to cement brand loyalty? In addition to time, patience, commitment, and sound brand management, what else can marketing executives do to build and maintain brand loyalty? Especially in an age when the consumer has so many choices—too many choices—in an increasingly global marketplace?

Fundamental principles of brand building still apply. Even in an age of Internet marketing and advanced technology, the basics must still be in place. There is no speeding up this process. Nor are there any shortcuts.

A proper identity must be developed, one that resonates with the customer and reflects the core of the company and its products. The brand identity then becomes the springboard for unique positioning and differentiation. Too many products and services are viewed as commodities in the marketplace; the truly strong brands stand out and stand alone among all of their competitors.

For a brand to remain viable...

  • It must be nurtured and remain consistent at every touch point, inside the company and outside.

  • Each and every employee must be a brand ambassador.

  • For the customer, every touch point—from a company's products or services, to the packaging of those products/services, the business's Web site, its letters and special offers, its call center interactions with customers, its advertising and promotions—must all work together to create a cohesive brand experience.

  • Companies must realize that positive experience in one channel does not create total experiential branding: The sum of all of the customer touch points, if properly managed and aligned, do.

It's truly amazing to note the number of companies that continue to acknowledge that outstanding customer service is an absolute must, but then fail to provide it. Customers continually complain about the lack of responsiveness to their questions or needs, whether they call or email a company.

In repeated surveys, the American Customer Satisfaction Index, since its inception in 1994 at the University of Michigan's Ross School of Business, has demonstrated that companies have not delivered improved customer service over the past decade. Whether emails or phone messages are slowly or never responded to, unsatisfactory responses to problems are given, or expert information is lacking... this is a huge, continuing problem.

Delivering a high level of customer service, and the ensuing "fabled" customer satisfaction, is one of the most powerful differentiators in the marketplace—cementing brand loyalty when all other touch points are consistent.

The two aspects of service that customers consistently say they value most? Reliability and responsiveness. Constantly meeting, or exceeding, customer expectations in service yields great rewards for companies.

If companies think they are in the business of selling products and services, they should think again. They are actually in the relationship-building business.

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Ted Mininni

Ted Mininni is president and creative director of Design Force, a leading brand-design consultancy.

LinkedIn: Ted Mininni