Creating Brand Loyalty - by Bill Shirley

Creating Brand Loyalty - by Bill Shirley: "Every business has a Brand whether they realize it or not. Having a brand is an unavoidable consequence of being in business. A positive Brand creates Brand Loyalty. If properly managed, Brand Loyalty is a powerful source of sustained profitability. However, very few business leaders understand how to sustain Brand Loyalty in their customers. They direct their attention to the 'appearance' of the brand- the marketing and advertising aspects of brand identification. They strive for a unique, recognizable 'look' such as McDonald's arches or Nike's swoosh. The emphasis is on appearance of the Brand, not what the brand looks like in action.

However, neither advertising, nor appearance, ever created one moment of Brand Loyalty. The primary factor that influences Brand Loyalty is how employees respond to customer expectations. Regardless of the business, every customer is purchasing the same thing: 'A Satisfying Emotional Experience.' Whether the business delivers a cake or a car, a house or a horse, it must deliver a Satisfying Emotional Experience if it is to create Brand Loyalty among customers!"