The Psychology Behind Brand Loyalty

The Psychology Behind Brand Loyalty

What You Should Know About Brand Loyalty

Wouldn’t it be great if every single one of your first-time customers kept coming back for more? How great would it be if they loved your company so much that they told their friends and family about you? If a consumer elicits this type of behavior, you can assume that they are loyal to the brand. They have made a connection with who you are as a company, and they may choose to stick with you for life. But how do you create brand-loyal consumers?

As with most behaviors in life, there is specific psychology behind these decisions. By understanding the psychology that goes into branding specifically, you will be able to attract customers who will relate to and make a mental connection with your brand’s identity.

There are, essentially, five core dimensions that play a role in a brand’s personality or identity. To build a strong brand, a company must understand each of them individually and work them into their marketing. The five elements are:

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

A company should identify the conscious and subconscious feelings that they want a consumer to associate with their brand. By leveraging the core dimensions above, they can tailor their brand and marketing to ooze loyalty.

Of course, a brand isn’t going to appeal to everyone, no matter if they navigate all five elements successfully. The logo, use of color, and messaging will also impact your consumers. Some popular messaging types include happiness, comedy, persuasion, fear, and sadness. Depending on your brand, you may choose to invoke a couple of these emotions to drive your consumer towards your business.

In addition to emotional messaging, word choice can have a huge effect on how people perceive your brand. It’s been proven that consumers tend to go with businesses that have names that sound more expensive than the competition. Even a brand name can affect a consumer’s perception of sophistication.

By understanding who you’re trying to target and what emotions they should feel when they interact with your brand can help you to tailor your marketing efforts.

Work with a team who knows how to evoke the right emotions for your consumers. Contact the experts at GTK Analytics. From website design to blog content to digital marketing, we can assist your business in maintaining an online presence that gets you seen. Contact us today to learn more!

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