Brand Keys does a consumer study twice a year assessing brand loyalty. Theses are brands that have created consumer partners who follow them and buy from them time and time again.
We know who they are, Apple, Amazon, Tide, Dunkin Donuts, Purina, Tom’s of Maine, Grey Goose, Scott Trade.
Why do consumers love them so much they want to marry them?
Their products are great products that understand and meet the needs of their buyers. That’s trickier than it sounds, because most brands are out in the marketplace trying to be everything to everyone. These beloved brands know who they are and know who their buyers are.
Loyalty comes from a combination of rational plus emotional. Buyers become loyal followers because the products give them what they need and they love how they feel when they use them.
Brand loyalty isn’t that different from a happy marriage. You have this great person, who maybe is not vastly different from all the other people in the world, but there is something about them that makes them special. They listen to you, meet your needs and you love how they make you feel.
And of course there can be divorces in the brand world too, like with BP who was the leader in brand loyalty among gas companies, until recently. Or reconciliations like when Coke tried out New Coke and then saw the light.
So, if your brand isn’t feeling the love, take a look within and figure out how to start being a better partner. Hopefully they’ll like it enough to put a ring on it.