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How to build and sustain brand loyalty


Hello, and welcome to our Customer Engagement Series. In these training videos, we give you simple, easily actionable and results-guaranteed nuggets of information for your business.


You may want to grab a pen and take notes.


Today’s topic is “How to build and sustain brand loyalty”.


Most businesses know that a brand is a major asset.


But few business owners realise that a brand has life and indeed a life cycle. It is:

• Conceived

• Incubated

• Born

• Nurtured

• Grown

• Deployed or leveraged


In situations where the brand is abused or neglected long enough, it can even become toxic and will eventually die!


So a brand needs care and attention, analogous to how an organism needs looking after.


Building a brand is therefore a never-ending business activity and is irretrievably entwined with the value proposition and delivery of the business. Ultimately, one cannot survive for long without the other.


Getting your target audience to buy into your brand and stay with it follows exactly the same process with which that they buy anything: they must connect with the brand and the brand must simultaneously reciprocally connect with them.


To initiate the connection with your audience, you must determine how they make their buying decisions. You must also understand what makes them say “yes” to an idea or suggestion, and what makes them say “no”.


Using the BANK system, businesses easily “decode” their prospects and customers and quickly connect with them for sustained and profitable relationships.


The key to building and sustaining brand loyalty is the creation of vibrant connections with your target market. BANK is your powerful and dependable ally in this essential activity.


To learn more: Drop me a question or comment at www.Badmus.com


Thanks for watching. See you next time.

Hello, and welcome to our Customer Engagement Series. In these training videos, we give you simple, easily actionable and results-guaranteed nuggets of information for your business.


You may want to grab a pen and make notes.


Today’s topic is “Making your customers fall in love with your products”.


Let’s dive straight in! There are four steps to engineering a love-fest between your customers and your company and products. We’ll go through each one in turn.


1. Study and understand your customer base. Segment them according to their

a. Values

b. Likes

c. Dislikes

d. Spending power (i.e. what they would readily, willingly and happily spend on your products).


2. Analyse your products and clearly define the characteristics that appeal to each one of your customer groups’ values.


3. Determine your company’s “personality code” and unique selling points.

a. B.A.N.K.TM uniquely describes a company’s transactions and associated behaviour as based on their value-system.


b. The four B.A.N.K.TM types are Blueprint, Action, Nurturing and Knowledge, forming the acronym BANK.


c. A “personality code” is the particular combination of the four B.A.N.K.TM types applicable to a particular company.


d. It is clearly detrimental to your company’s profitability and long term survival if you don’t know its specific B.A.N.K.TM “personality code”.


4. Precisely craft your interaction and communications with your customer groups to

a. Showcase your products’ characteristics in line with their particular values. Example: Ethically-produced designer clothing sourced from fair-trade raw materials will likely appeal to high-Nurturing customers with the disposable income to match their aspirations.


b. Position your products in contexts where your customers’ likes are heavily represented. Example: High-Knowledge customers of your car dealership will particularly appreciate an advertorial of your cars’ features and performance characteristics in an enthusiast’s magazine/periodical.


c. Avoid associations of your products with the things, places, people or language that they dislike. Example: News reports linking your suppliers or parent companies with fraud or other illegality will go down very badly with high-Blueprint customers.


d. Make your company personify their aspirations (dreams), to make it easier for them to opt into your tribe and happily become your unpaid ambassadors. Example: Your premium cosmetics outlet will quickly build and retain loyal high-Action customers when your perfume’s composition, packaging, and pricing reinforce their world view.


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Next steps: Crack your own personality code at www.CodeMyValues.com.


Thanks very much, and see you next time.


Meanwhile, crack the code and… TAKE IT TO THE BANK!