At one point in our life or another, we have all been guilty of hopping on a bandwagon every so often. Maybe there was a song or social media trend that blew up overnight, but typically once something else takes the spotlight, an audience becomes disengaged with what once caught their attention.
For marketers, especially those in the music industry, one of the most important questions to ask is, “how do we turn casual listeners into superfans?”
In simplest terms, brand loyalty is a consumer’s commitment to a company’s products and services and ultimately the preference over its competitors. This loyalty increases retention, profitability, and marketing efforts all in one fell swoop.
But what exactly does this loyalty look like?
On the top of the social media totem pole the last few weeks has been Adéla’s single, ‘Ain't In LA.’ What began as a light-hearted trend on TikTok has become an international movement of inclusion and empowerment. The trend features the popular song while users share the cities they are from (typically lesser known areas across the world). However, just because someone is using the song in a video, does not mean they are loyal to Adéla or her brand.
Adéla has explained that the song itself highlights that you do not need to be born in or live in a major city to follow your dreams and succeed. The music video also follows themes of childhood and immigrant life, essentially encouraging the audience to break away from the mold society made us in. Now THIS is what sparks brand loyalty. It builds a stronger connection with the audience and even creates a sense of belonging for them.
How is this done exactly?
Marketers, it's crucial to remember to look beyond purchase patterns, understand the consumer’s attitude toward the brand, maintain strong relationships with the audience, and recognize that loyalty is a sliding scale these days.
When in doubt, follow this how-to guide on creating brand loyalty:
- Emotional Connection and Community → Make people feel something
- Analyze Repeat Purchases → Understand why consumers keep buying into goods & services.
- Consistency is Key → Keep the brand identity and message easily recognizable
- Promote togetherness → Give consumers a reason to trust the brand and stay long-term.
Time and time again brand loyalty has proven to be a crucial pillar of a company’s success. As I mentioned last week, remember to vouch and cater to the needs of those that keep us in business. Succeed in this endeavor and the sky's the limit.