So, what exactly is brand loyalty? Simply put, it’s the emotional connection that customers have with a brand. It goes beyond just liking a product or service. It’s a commitment to a particular brand and a willingness to continue buying from that brand despite potential competitors or changing market conditions.
For outdoor lifestyle brands, building brand loyalty means creating a connection with customers that goes beyond just selling them gear. It’s about understanding their needs, values, and desires and creating products and experiences that align with those things. When customers feel like a brand truly understands and cares about them, they’re more likely to stick with that brand over time.
They’re also more likely to recommend that brand to their friends and family. According to a survey done by Yotpo, 60% of brand loyalists will refer their friends and family to brands they love. In addition, 81% of customers trust recommendations from family and friends over those from companies, according to HubSpot Research. Those statistics are significant.
How can your brand work to build brand loyalty?
1. Excellent customer service.
Outdoor enthusiasts often invest significant amounts of time and money into their hobbies, so when they encounter a problem or issue with a product, they want to know that the company they bought it from has their back. Brands that go above and beyond to help customers with issues or questions will likely earn their loyalty and repeat business.
2. Create a strong brand identity.
This includes developing a consistent visual aesthetic, tone of voice, and messaging that resonate with customers. When a brand has a clear and distinct identity, customers can easily identify and connect with it.
3. Offer unique experiences.
Whether it’s hosting events or creating exclusive products, giving customers something that they can’t get anywhere else can create a sense of exclusivity and make them feel like part of a community. This can help foster a deeper emotional connection with the brand.
4. Implement an effective rewards program.
These types of offers can come in the form of points earned, money back or other discounts, and they can easily result in repeat customers and increased loyalty to the brand. Rewards programs can also help attract new customers who may be on the fence between different products from separate brands.
5. Engage with your audience authentically.
We can’t say enough about having an authentic voice for a brand’s success, but this can apply to the way you engage with your audience as well. Respond to comments and questions, and share user-generated content to show that you value and appreciate your customers. Create opportunities for your audience to give feedback and make suggestions, and be responsive to their input.
Remember that building brand loyalty is a long-term strategy. It takes time, effort, and consistency to establish a strong connection with customers. Strong brand loyalty can help establish a loyal customer base that will help your brand thrive in a cluttered and competitive market.
Are you looking to strengthen your brand’s presence in an ever-competitive market? As a fully integrated marketing firm, TBA Outdoors can cover these bases — and lots more — for your brand. Reach out to our team of marketing professionals today to see how we can help your outdoor brand with its marketing campaigns and more.