When I first moved out on my own – and began shopping for my own food, cleaning products, pet food, etc. – I purchased pretty much exactly what my mother had bought for our household throughout my childhood. From Aussie shampoo to Iams dog food to Clorox bleach, I stuck to the products I knew and, to a more emotional degree that I did not recognize at the time, the brands that I trusted.
That is what marketers and advertisers love to call “brand loyalty.” A helpful definition from Answers.com elaborates on this phenomenon:
Brand loyalty is the degree to which a consumer repeatedly purchases a brand. For advertisers to achieve their ultimate goal of brand loyalty, the consumer must perceive that the brand offers the right combination of quality and price. Many factors influence brand loyalty, such as consumer attitudes, family or peer pressure, and relationship with the salesperson. The advertiser must consider all such factors.
But as I got older (and as I realized my mom’s shopping budget was quite a bit more than mine), I tried out new products and began to develop my own brand loyalties. Of course, I still remember how comforting it was to see the familiar products of my childhood home in my new “grown-up” home; because of that, there is no doubt in my mind that consumers will develop an emotional relationship with products and companies if given the opportunity.
This issue’s cover story delves into developing a more professional image — and saving some time and headache — by sticking to one brand or manufacturer for your product offerings, from residential doors to high-speed doors to dock equipment.
Not to mention, your dealership is its own brand — and Insider columnist Earl Rivard explains how you can build your brand by following in the footsteps of mega brands such as Coke, iPod and Nike.
As this is also our Commercial and Industrial issue, we’ve got information on dock equipment and information on choosing the most sustainable products in commercial applications (page 28).
In the meantime, examine the products you’re loyal to – think about why you stick to them and how you can establish that loyalty with your own customers.
Best,
Lauren Vasquez
Editor
Related Content:
Comapny Branding: The Dos and Don'ts of (Re)Branding Your Business