Brand loyalty is something we should be striving to achieve. As such, we thought it was fitting to host a #MarketingMinds chat based on this subject. Here are key insights from the chat.

Q1. How do you define brand loyalty?

@AdotIdotspace defines brand loyalty as the tendency of repeatedly buying from the same brand.  However, @ThinkSEM and @hdojcinova believe that brand loyalty is more than that, as in some cases our audience do not consider other brands in their peripherals. Meanwhile, @Bokang_zanzu comments that brand loyalty can take the form of brand trust, in particular when the audience trusts an organisations vision and mission and buys from them because of this.

Q2. Why do we become loyal to certain brands?

‏@hdojcinova states that brand loyalty can form due to the quality of offering. Once we come across a product or service that has reached our perceived quality standards, we become loyal… because if its working then why change it? @AdotIdotspace explains that some people are loyal purely because they are afraid of changing. Some think changing takes more effort than they are willing to invest, whilst others are creatures of habit or are afraid to enter uncharted territory due to a lack of reassurance.

Our audience may also show brand loyalty due to customer service or branding that aligns with their lifestyle and values. Moreover, as @ThinkSEM explains, brand reputation and awareness can act as a comfort blanket, with some consumers opting for a certain brand that is pricier because of the fact that it’s well known.

“Ultimate brand loyalty is given to brand that manage to enhance our lives, instead of adding to the clutter of useless information.” @KatarinaWright

Q3. What brand activities can result in us becoming disloyal?

For @ThinkSEM, poor customer service or failure to solve problems are big issues in disturbing brand loyalty. Meanwhile @cvvj’s pet hate is when brands offer extra discounts to a new customer, whilst @akathmadevi considers a compromise in quality as one major issue that results in brand disloyalty. @Spectreoutreach suggests we stay clear of setting a price without aligning this with perceived value. @JanilJean adds that disillusionment of brand perceptions can also contribute to decreased brand loyalty. We can avoid this by constantly monitoring key brand themes using media intelligence platforms to ensure our audience’s perceptions are in line with our brand message.

Q4. How can we find brand advocates?

@ThinkSEM comments that knowing our audience is half the battle. Luckily, with the help of social listening tools, knowing our audience is made that much easier. @akathmadevi and @hdojcinova state that listening tools are a great way to find brand advocates. Meltwater’s Media Intelligence platform allows us to manage our community so that we can take note of our die-hard fans and identify those who could do with a little nurturing. As @simonlp and @cvvj suggest, this can be achieved through pin pointing those who defend our band publicly in times of crisis.

Q5. How can social listening increase brand loyalty?

@akathmadevi explains that social listening helps us to be attentive and when customers appreciate our efforts, they show brand loyalty. @Spectreoutreach agrees expressing that engagement and being proactive with feedback are sure ways of increasing brand loyalty.

@ThinkSEM sums it up: “By listening you can engage. By engaging you can build a relationship. Then you can build brand loyalty.”