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How To Create Brand Loyalty In Global Market

Here are a few branding tips that will help businesses, especially startups, to form their own distinct identity via brand loyalty.

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Unlike 90s, when a unique or out-of-the-box idea could turn out to be a major breakthrough, today it is nearly impossible even to let your idea be heard in the crowded market. The world of business is inhabited by both MSMEs and giant market players but is dominated by the big brands that have mastered the art of building brand loyalty. For a new entrant compelled to compete with big market players, developing a unique identity is daunting and may appear a mission impossible at first. But once it wins brand loyalty, its mark in the industry is made, it is made forever. 

Here are a few branding tips that will help businesses, especially startups, to form their own distinct identity via brand loyalty.

Adhere to principles & values 

The success of a brand depends not only on the quality of products but on several other important factors. Brand principles and values are one of these important factors that attract customers, win their trust, and ultimately, lead to customer loyalty. Customer satisfaction, supreme quality of products, budget-friendly, and customer service par excellence act as the magnetic force for the business that targets global market. For instance, a business that promises 100 per cent customer satisfaction should have a particular set of principles and values adhering to which they can achieve customer satisfaction, no matter the cost. It’s important for a brand to win the hearts of customers, not just once or twice, but every single time they visit their store or avail their services. And therefore, strict adherence to predefined principles and values along with being consistent is also the key to building customer loyalty. 

Hand them flexibility

A brand that truly cares for its customers is the one that offers flexibility. Most of the successful market giants with biggest customer base offer their customers the flexibility—to choose products from a wide variety, to buy online and offline, to pay cash on delivery or online or in instalments. The customisation of products is also a good strategy to get repeating customers. To exemplify, an apparel brand can customise a dress or attire as a customer wants. While this might be a tough thing to do for a small company, it can be made available for a certain category of clothing. The benefit of this flexibility and customisation facility is that a customer will not think twice to come at your store than the other because he knows that you provide him a much better deal. 

Respect customers’ sentiments 

When a business is operating in the global market, responding to the sentiments and emotions of the larger audience adds value to the mission of winning customer loyalty. The regional festive occasions such as Christmas, New Year, Diwali, Holi and many others are the times when people rush to stores, malls, and e-commerce sites looking for the things that can make the big day a lot more special for them. That time can be most propitious for a brand offering a special collection of products or discount on services, special offers in general. In addition to this, well-targeted marketing and promotional campaigns grab customers’ attention because they get to know that there is a particular brand that respects their traditional and culture, therefore bringing them closer to the brand. 

Reward loyalty 

Brands must reward the customers for their loyalty and this takes so little efforts. The customers who are with a brand for 3 months, 6 months, 1 year or 2 need attention from the brand in order to feel valuable. Brands can gift goodies, gift hampers, vouchers, or even 20% off to the customers most loyal to them can do wonders. So, brands competing against well-established players should definitely have loyalty programmes so as to make loyal customers feel special and strengthen their loyalty. The plus point is that loyal customers are useful when it comes to the most productive word-of-mouth marketing.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


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Puneet Jain

The author is Directors ODHNI

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Yatin Jain

The author is Directors ODHNI

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