Brand Loyalty | Understanding the Loyalty Loop

The Visionary Chronicles Podcast

CHRONICLE: January 25th, 2022

Content from…

The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.

• Readers Favorite Award Winner; Top Marketing Book
• Amazon Bestseller

"The foundation stones for a balanced success are honesty, character, integrity, faith, love, and loyalty.”

                                                        Zig Ziglar

 

 

Brand Loyalty | The Loyalty Loop

Brands that understand the value of a customer and how to provide value beyond selling products are the ones that become generational, not transactional.

An authentic strategy around “how” you will provide value consistently and genuinely is vital to building loyalty with your Community. You noticed I did not say “Customer” but “Community.” Brands that understand the difference between the two are the ones who understand how their product affects a Community. You are building a Community of customers loyal to “Your” brand as a result of your continual flow of premium products, incremental or disruptive, that allow your Community to gain a performance edge or enhanced lifestyle experience.

As I have mentioned previously, Ralph Lauren once said, “we are selling a lifestyle, not a product,” and this rings true today. Before DTC/e-comm, brands were beholden to retailers to provide the ultimate experience you were hoping your Community would be loyal to over generations. Instead, it became a retail buying experience without any value beyond the product; in other words…transactional.

Before brands embraced the Loyalty Loop, customers were shoved through the purchase funnel, and you would move on to the next transaction. Today, brands can not afford to disengage after purchase; this is when brands must proactively provide “value beyond product.” So there are three principal components to the Loyalty Loop, which occurs post-purchase.

• ENJOY, the Product
• ADVOCATE, the Brand
• BOND, with the Community

Brands that understand Community and the context of why it is imperative to create, grow, and authentically engage will be rewarded with significantly higher lifetime customer value!
It is a fact that you can provide value to your Community that will allow them to “become” A, better runner, better swimmer, better triathlete, better football player, or any sport where improvement makes you more competitive this is the key to brand success. And guess what? This additional value has nothing to do with the product, and it has to do with providing support to use the product effectively and support with no ulterior motive.

As a brand, do not be so short-sighted that you lose your Community to gain a customer—lifetime value vs. transactional consumer.

Provide Value beyond Product, and become Community focused and authentic in all you do!

 

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

 

Bryan Smeltzer, President

 LiquidMind Inc.

 

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 © All rights reserved, Bryan Smeltzer, 2023

 

 

Bryan Smeltzer is a consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men’s apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.

He also hosts a Podcast called The Visionary Chronicles, and recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, and recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.

He is also a member of the Board of Advisors at UCI’s BCIE along with their New Venture Program, an Innovation Advisor at the UCI’s Applied Innovation program at the Cove, a Mentor/Advisor to UCLA’s Price Center Venture Accelerator Program, and a Mentor/Advisor at the San Diego Sports Innovators Accelerator (SDSI) center.

Bryan currently oversees LiquidMind Inc., a global brand strategy firm that partners with start-ups and established mid to large-cap consumer brands to empower businesses to think different, be different, drive a passionate culture, and execute relentlessly.

 

You can contact or  follow him at;

e-Mail | bryan@LiquidMindsite.com

 Facebook | @bryansmeltzer33

 Instagram | @bryan_smeltzer

Twitter |  @bryansmeltzer

 LinkedIn | linkedin.com/in/bryansmeltzer/