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What are some of the common pitfalls or challenges of building brand loyalty and retention?

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Building brand loyalty and retention is a key goal for any business that wants to grow and thrive in a competitive market. However, it is not easy to achieve and maintain, and there are many pitfalls and challenges that can hinder your efforts. In this article, we will explore some of the common ones and how to avoid or overcome them.

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Conduct competitive analysis:

Keeping an eye on competitors helps you stay ahead of the curve. By analyzing their strategies, you can pinpoint where your brand stands out, ensuring that your unique selling proposition really resonates with customers.
Seek external perspectives:

Bringing in a brand expert offers fresh eyes to see your brand's strengths and weaknesses. Their objective viewpoint can unlock new ways to enhance your branding, keeping loyalty and retention high.

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1 Lack of differentiation

One of the biggest challenges of building brand loyalty and retention is to stand out from the crowd and offer something unique and valuable to your customers. If your brand is too generic, bland, or similar to your competitors, you will have a hard time attracting and retaining loyal customers who see you as their preferred choice. To avoid this pitfall, you need to identify and communicate your unique selling proposition (USP), your brand personality, and your value proposition. You also need to deliver on your promises and exceed your customers' expectations consistently.

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DuBose Cole

Multi-Disciplinary Strategist - Brand // Creative // Media // Marketing
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Every brand aims to earn its place in a consumer or customer's mind, but being valuable isn't enough - any brand needs to be uniquely valuable to create a truly defensible position. Only by creating a unique value proposition and set of distinctive assets and personality, can you truly unlock the long term value of brand.

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2 Poor customer experience

Another common challenge of building brand loyalty and retention is to provide a positive and memorable customer experience across all touchpoints and channels. If your customers encounter problems, delays, errors, or frustrations when interacting with your brand, they will lose trust and confidence in you and may switch to a better alternative. To avoid this pitfall, you need to map and optimize your customer journey, ensure that your website, app, social media, and other platforms are user-friendly, responsive, and secure, and provide excellent customer service and support.

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J. Avolio

Creative Director, Writer, Zinester & Community Organizer
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Beyond a strong product or service, the other elements of the customer or client experience are just as valuable. Consider the brands you interact with most and why. Is the checkout process seamless, do they have responsive and caring customer service, do they adequately set expectations and meet or exceed them?

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3 Lack of engagement

A third common challenge of building brand loyalty and retention is to keep your customers engaged and interested in your brand. If your customers feel ignored, bored, or irrelevant, they will lose their emotional connection and loyalty to your brand and may drift away or be lured by a more appealing offer. To avoid this pitfall, you need to create and share valuable and relevant content, offer incentives and rewards, solicit feedback and reviews, and personalize your communication and offers.

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DuBose Cole

Multi-Disciplinary Strategist - Brand // Creative // Media // Marketing
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Brands are constantly competing for the attention and engagement of their audience. Everything a brand does, from product to communication behaviours creates value and fights to earn engagement - both functionally and, though often overlooked, emotionally. Relevance, value and even brand overall is inherently a combination of functional & emotional and should be planned as such when thinking about brand strategy.

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4 Inconsistent branding

A fourth common challenge of building brand loyalty and retention is to maintain a consistent and coherent branding across all your platforms and channels. If your customers encounter conflicting or confusing messages, images, or tones from your brand, they will lose their sense of identity and trust in you and may doubt your credibility and quality. To avoid this pitfall, you need to define and follow your brand guidelines, align your branding with your mission and vision, and monitor and update your branding regularly.

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J. Avolio

Creative Director, Writer, Zinester & Community Organizer
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Many small and medium-sized business owners too often fall into the realm of being unable to read the label from inside the jar. Having an outside brand expert provide an objective perspective on your brand can help you further develop a strong and cohesive perspective.

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DuBose Cole

Multi-Disciplinary Strategist - Brand // Creative // Media // Marketing
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Consistency doesn't mean inflexible, but intentional. For brands, there is an inherent challenge in trying to plan for the long term and adapt to the short term. Clear brand foundations set your long term goals and should create an alignment in how to consistently own a response amongst your audience. Brands can, when needed, change with consumer behaviour or culture, but they must always keep in mind the foundations and long term goals they're working to.

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5 Ignoring competitors

A fifth common challenge of building brand loyalty and retention is to ignore or underestimate your competitors and their strategies. If your customers perceive that your competitors offer better value, quality, or service than you, they will be tempted to switch or compare your brand unfavorably. To avoid this pitfall, you need to conduct a competitive analysis, monitor your competitors' activities and performance, and adapt your strategy accordingly.

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DuBose Cole

Multi-Disciplinary Strategist - Brand // Creative // Media // Marketing
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The two forces any brand is pulled by are its consumer or customer base and the wider competitive market. The way it creates products, experiences, value or messaging is constantly influenced by what its audience needs and how it can be different or unique from the competition. To ignore your competitive set (both direct and indirect) is to tempt being right academically in how you build a brand, but wrong commercially due to mis-attribution or a lack of distinctiveness.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some of the common pitfalls or challenges of building brand loyalty and retention?

1

2

3

4

5

6

1 Lack of differentiation

2 Poor customer experience

3 Lack of engagement

4 Inconsistent branding

5 Ignoring competitors

6 Here’s what else to consider

Branding

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What are some of the common pitfalls or challenges of building brand loyalty and retention?

1

2

3

4

5

6

1 Lack of differentiation

2 Poor customer experience

3 Lack of engagement

4 Inconsistent branding

5 Ignoring competitors

6 Here’s what else to consider

Branding

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