How can Retailers command brand loyalty in today's crowded market?

People have long since stopped buying just because they NEED things. They now buy because they WANT things. This difference is critical and is the basis of Branding.

Internally confused brands create externally confused customers who inevitably defect to the nearest competitor. So why Brand?, moving from need to want in buying adds value/margin erodes competitive threat, but doesn't remove it!

It creates internal clarity boosting staff contribution, and if done right it sets the internal and external 'culture' agenda. For brands to succeed in any sector they must stay focused on a 'relevant to me' mindset.

What this means in simple terms is that a company need to obsess about 'why' a consumer should choose to spend time and money with your company over that of another. 

If you can do this persistently with clarity and authenticity you stand a much better chance of winning out, but remember this is an ongoing fundamental.

I was reading this recent article on 'Marketing Land' (link here) that argues brand loyalty is no more, and millenial's onward are far less loyal then previous generations;

"I would say that our consumers aren’t cynical. As you look at the younger group of customers that we have coming through, I would say they’re more mission-oriented. They’re looking for something to come out of the brand. They want you to be meaningful. They want you to be sustainable. And that’s what’s driving them. They’re looking for more social proof. If they don’t get that, they’re going to move away from the brand".

So, just what can a brand do to remain front of mind in all this social noise?

When it goes wrong for Retail brands (or any company) it's because they tend to lose sight of the 'why', what seems like a simple question comes with a complex set of answers, and if it goes unanswered leads to erosion of trust, and relevance.

Consumers are a fickle bunch, if you're brand is no longer as relevant as it once was they will go to the next one with whom they 'feel' understands their needs better than you. In the not too distant past brands were the sole custodian of how we perceived them, this was primarily driven by brand awareness ad campaigns across all relevant mediums. 

They told us what they stood for and if we 'related' to that message we might be swayed to choose 'Coke over Pepsi', 'Wrangler over Levi's', 'Nike over Reebok', 'BMW over Mercedes'.

Today if you have a website it will have been positioned based on what you want the customer your trying to reach to learn about you, it's what you say about you, when in reality today's consumers are electing to see your 'social proof' ahead of your website.

What do great brands do that others don't?

Brands Work By Bringing Emotion Into Buying the best ones create a 'relationship' building mindset, and today they need to also be seen as authentic!

The basis of this branding message is still very much the same, but today social media has opened up our ability to do our own research around those 'brand promises', and we tend to be swayed moreso when the message is deemed as authentic and comes from those closest to us.

The thing is, all those unwanted digital intrusions are having a rapidly diminishing effect on how we perceive a brand in today's socially savvy world.

Successful brands that know how to cut through the millions (circa 4k-10k per day) of other brand messages we're bombarded with on a daily basis understand the following;

?Adopt a positive position - make it relevant to me!

?Take problem/solution approach - let me know you understand me!

?Be empowering - make me powerful!

Be empathetic, not patronising - treat me with respect, be authentic.

Be celebratory, not evangelistic - it's about me, not you!

And above all, take the time to 'listen to ME'

Great brands live and breath the brand internally and externally - confused brands, lead to confused customers, so they align the entire business behind the brand position.

Brands that resonate with us work on emotions, because people buy from people like themselves –Unless they have no choice.

Or it’s a commodity!

All Brands create a personality, this requires clarity, authenticity, and consistency internally.

TRUST is something you 'earn' - it's not something you can impose on someone.

About the author: The role of the C-Suite is forever in a state of flux, to adapt we must be open to the forces that are shaping the digital world we and our customers operate in today. I work with Companies that are engaged in big change and/or facing big transformation challenges. LinkedIn - Stephen Sumner if you're involved in multi-channel retailing it would be great to connect.

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