Do you know why your customers choose you?
Customers need to feel connected to a brand in order to engage and ultimately become loyal brand followers and repeat customers. This happens in one of 3 ways (and all three if you are a superstar brand):
- An emotional connection – a feeling about the brand that differentiates you in their hearts and minds from other brands.
- An action connection – a preference to the way you conduct business, provide services, align with their values, etc. that they prefer over your competitors.
- An engagement connection – a connection in the way you engage with them that reinforces why they choose and continue to choose your brand over others. They like how you interact with your customers.
Which of these connections is allowing you to stand out from the competition? Do you know?
How well do you know your customers and why they prefer your brand? Understand this and you can dramatically increase customer loyalty.
Jan Southern, DPA is the owner of J. DelSUR Marketing Group and publisher of Pooler Magazine and Effingham Magazine in southeast Georgia. She is a marketing and communications professional with more than 30 years experience, 16 of which have been in leading marketing initiatives for major universities in the U.S. Her experience includes marketing, brand development, design, publishing and strategic communications for public organizations and private sector clients in the healthcare, technology, lifestyle, giftware, publishing, automotive and other industries.
