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How a company’s image influences loyalty
The modern market offers consumers a huge range of products and services, which increases competition between businesses. Companies have to fight literally for every client, to do everything possible to keep this client with them as long as possible. In this case, it is extremely important to increase customer loyalty, increasing their trust in the company. One of the most effective tools for this is the brand itself and its positioning.
The way a company is presented depends on how it is perceived by potential customers and the target audience. Therefore, it is necessary to pay separate attention to the image, its creation, and its maintenance. Correct transmission of business values and mission, its active social position works perfectly for the client to remain loyal. But in order to get the right result, it is necessary to create a strategy, which will take into account all the nuances. When building an image, mistakes are unacceptable; otherwise, one wrong step could cost the brand oblivion. Examples of many companies and famous people have shown in detail how Cancel Culture works, and it is important to avoid such situations with all your might.
It should be noted that increasing loyalty through brand positioning is a long-term process. Many well-known companies have been building their image for decades, but now it works for them for an even longer period. For example, people who own Apple products, for the most part, do not switch to other companies’ gadgets but remain loyal to an American manufacturer for many years. This is evidenced by the huge queues that line up for new products from the brand, and the excitement before every Apple presentation. It’s also hard to imagine that a McDonald’s regular at some point starts going to another fast food chain, giving up the Big Mac.
And often the price of products does not play a big role for loyal customers, they stay with the company anyway. This indicates a properly built system of loyalty, which consists of various factors. First of all, it includes the attitude of the brand to the consumer, its level of service, and the values it communicates. Every consumer wants to feel important to a company, and a business has to demonstrate it with its position of openness and close communication. But we should not forget about product quality, otherwise sooner or later the client will leave, despite his positive attitude.
Building an image is a systematic, complex work that is carried out on the Internet, social networks, and public space. The brand has to broadcast its readiness to solve consumers’ problems, to make their lives more comfortable – and for this, customers give their loyalty. And it is important to regularly increase the level of trust through various methods, such as special offers or promotions.