Perhaps the single most important aspect of developing customer loyalty is emotional involvement in your brand. Customers who feel an emotional connection and response to your brand are inherently loyal to it. Let’s look at a few examples.
The Star Trek brand is one that fans are deeply loyal to. In fact, Star Trek fans are borderline obsessive. Loyal fans attend conventions, buy products, dress in costumes, play games, and learn languages related to the Star Trek brand and corresponding universe that has grown around it. Now, that’s loyalty!
As a relationship brand, Macintosh has been positioned well to be a brand that invites emotional engagement from customers, and that is exactly what happened. Mac users are deeply loyal to the brand. In fact, buying outside the brand is an act committed only by a Mac traitor.
Starbucks is a brand that relies heavily on the emotional involvement customers feel toward it. For Starbucks customers, no other coffee will suffice. In fact, other coffee brands are completely inferior and borderline laughable in comparison to their beloved Starbucks brand. Loyal customers will travel long distances to get their Starbucks fixes and don’t mind paying the premium price tags that come with the brand.
The above examples each demonstrate how customers can become emotionally involved in a brand and that emotional involvement can become extremely powerful. Imagine the word of mouth marketing that loyal customers can generate for a brand they’re emotionally involved in!
Take a look at your brand. Does it invite emotional involvement from customers?
Stay tuned for my upcoming posts about how to create emotional involvement and the steps of word-of-mouth marketing here on Corporate Eye. You can subscribe to the Corporate Eye feed so you don’t miss a thing.
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