Brands Don’t Inspire Loyalty. People Do.
The people working behind the scenes to construct your product. The copywriters making sure your product sells online. The team members answering questions on the phone. The sales representatives talking with customers face-to-face. The factory workers responding to last minute requests. The past clients writing reviews on forums and boards. And the aspiring customers openly dreaming of your products online.
All of these exchanges create the potential for brand loyalty through emotional connections. Connections created on the front lines between your business and your customers. Built on meaning, memories, and relationships.
A tough pill to swallow, but loyalty isn’t based on what you think about your business. It’s built on what your customer believes about your business, and the trust you cultivate with every interaction.
Invest in people behind the scenes, and people will invest openly in your brand.