In spite of usually being brand loyal, during forty years of washing clothes for kids and working husbands, I was occasionally persuaded by the power of advertising to try new products or change my brand. Though now I often exclaim “I wash no man’s socks or jocks”, the truth is I have worked my way through many a packet of soap powder!
It is fascinating to think about the advertising strategies of soap powder manufacturers who want us to change brands. Because they want us to change to THEIR brand. There is deep psychology required to get a consumer to forgo brand loyalty and switch to a competitor.
Reading an article by Stealing Share, Stealing Market Share in a Mature Market this is a key part of their thinking:
They (customers) choose based upon who they believe they are
and which brands reinforce that belief best.
A winning brand strategy is all about your share of their emotional attachment and attribution. Own their heart and you not only get their business, you get their loyalty, too. Stealing market share—and keeping it through four purchase cycles—is possible only when the brand reflects the values and aspirations of the consumer. Above all, they need to feel more complete because of their choice.
- Are they smarter?
- Are they kinder?
- Are they better parents?
- Are they cooler?
Whatever product or service your business is selling, these are the questions your brand needs to answer. Because answering these questions drives you to success, based on your customer “keeping it through four purchase cycles”.
Remember, brand is about your customer. It is never about soap powder.
What drives consumers when they shop?
First, they hunger for brand. It makes their life manageable and easier. Even more, it helps them choose.
Secondly, habit, not product performance, drives them. That’s a key point which attracted my attention. Given these points, ask yourself “Are your customers primarily women?” Then, make it easier for them to shop.
How? By relieving them from the decision of which “soap powder” they buy.
Create your marketing around a brand strategy which meets reflects their values and aspirations. While this helps them to buy your product or service, it has bigger implications. Significantly, making their buying decision easy is what will create a loyal customer.
Once they have decided to buy yours, make sure your brand promotion continues to be based around meeting their emotional needs. Then, habit will help them to continue to shop with you.
Women today are time poor, which helps them be loyal.
Who among you can honestly say you have not glanced at the clock and said out loud “where did the day go?” Or checked your diary and found you were half way through the month, and you hadn’t yet really been conscious of the days slipping by.
These are the women who will be your best customers, your most loyal fans, if you honestly recognise their needs and meet them with your brand. If you make it easy for them to shop without having to decide “which”, but only “when”. Remember, they are driving your success. Make it easy for them.
Let’s talk about you.
What is it that keeps you as a loyal customer of your favourite brands? How do you keep your customers loyal to you?
As the marketers say, “brand is about your customer. It is never about soap powder.”
Footnote: This article (which I have updated) was originally published in Swan Magazine.
About Nana’s Blog….
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(c) Lesley Dewar