So what is brand loyalty? And what has it got to do with customer loyalty? Well, quite simply, it’s all about devotion: to a product, organisation or movement, akin to the devotion of a football fan to their club. Never wavering, even in times of defeat, you share the highs and you share the lows.
One nil to the Arsenal: a simple ‘how to’ guide to building brand loyalty
Adrian Kimpton from Sable & Hawkes writes:
From the ripe old age of five, my niece supported Arsenal. Love them or loathe them, she wouldn’t go anywhere without her red scarf, slept in her number ten shirt and hogged the sofa with her dad when ‘the match’ was on. It was her life and has become a life-long infatuation.
So what has this got to do with customer loyalty?
Well, quite simply, it’s all about devotion: to a product, organisation or movement, akin to the devotion of a football fan to their club. Never wavering, even in times of defeat, you share the highs and you share the lows.
And we believe there are five simple rules for building such devotion and generating such customer loyalty, which are as applicable to business as they are, well, to the Arsenal.
1. Start with a purpose
To win the cup, the league, the championship. Have a real and realistic goal in mind. Make it simple and keep it simple, get your employees behind it early by making it real and worthwhile for them, and then they will deliver in spades to your customers.
2. Use symbolism
The badge, the shirt, your logo – no words required.
3. Know your enemy
Definitely Spurs. Which company do you want to beat? Think about BA and Virgin. It focuses the mind and creates healthy competition both internally and externally.
4. Tell the story
Winning the FA cup 10 times, the League 13 times, Charlie George, and Liam Brady, Tony Adams, Bergkamp, Henri and Ramsey. One nil to the Arsenal and ‘The Invincibles’, the gooners and the Emirates. First came the Apple Mac and then the ‘i’ family and our obsessions with the new must-have tech was born. Build your brand story.
5. Nurture a sense of belonging
The strip, the stadium, the anthem. The shiny Apple store, the Magic Kingdom experience, the distinctive taste of Coke – all appeal to a sense of belonging and make us feel part of something bigger.
And there it is. That’s the formula.
It is said that from the age of seven, kids pledge their allegiance to their club and begin a life-long love affair. If you can harness that power from your brand you will be top of the league every time.
Sable&Hawkes are a graphic design company based in Cambridge. We deliver brand positioning, visual identity solutions, creative direction and corporate and promotional design in print and online.