The Psychology Of Brand Loyalty

In an ideal world, your brand will get the loyalty of your customer. Loyalty simply means the wiliness of your customers to always return to your brand for multiple experiences and purchases, regardless of your brand’s competitors, even when your competitors are providing similar incentives or lower prices.

Some opinions claim that the concept of brand loyalty is fading away; for instance, 78% of people in a survey said quality is their most vital purchasing decision, instead of the brand name involved.

Apparently, this is not the final say because there is another evidence that shows that brand loyalty is still as strong as it used to be. For instance, 79% of consumers in a survey said they go back to the same brand severally. With most of them qualified as “brand loyalists.”

This is a good instance of the psychology of brand loyalty. These are customers who will remain true to a brand even if other competitors are offering superior products. Below are some of the psychological factors responsible for this manifestation of loyalty:

Novelty

First, the attention of customers need to be caught with some degree of novelty. There are lots of brands that are similar to yours. So if you want to catch the attention of a customer, you either have to provide a product or service that hasn’t been provided before, or you make persuasive, a compelling pitch that will attract brand loyalists from other brands. In addition to that, novelty is connected to stronger memories, which with continuous exposure of customer will instill positive feeling and familiarity. The psychology of brand loyalty does not only depend on novelty for its sustainability, but it’s one of the necessary first ingredients.

Positive Reinforcement and Association

The concept of association is what the psychology of humans is built around; we experience a feel-good chemical such as dopamine when we taste something sweet, making us learn how to associate a pleasant experience with sweet foods. Similarly, when you touch a hot substance, you associate the hot substance with pain and subsequently avoiding the reoccurrence of such mistakes. The lesson from these experiences is simple: once you have captured the attention of a customer, the next thing to do to secure their loyalty is to make sure a positive feeling is associated with your brand. This goes way beyond giving your customers a good experience; you need to get somehow this good experience associated with your brand. This can mean adding more materials that are overtly branded to the situated location of your brand. You can also use an imagery or a slogan at some given times during the experience of the customer (this may involve package delivery or serving of food) to enhance the brand’s connection.

The Key Takeaways

• Know your targeted audience and cater for them

• Stand out by being unique

• Allow interaction between your customers

• Let your brand be an element of personal identity

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