(In A Nutshell)

The Power of Loyalty

Marketing Insights by Jon Rogers, Managing Director of Createinn Ltd.
 |  Jon Rogers  |  Business

How does a company become a brand? How do you create trust and loyalty? More importantly how do you keep it?


50% of customers would pay a 35% premium before switching brands. Loyal customers spend 33% more than new customers.

The probability of selling to a new customer is 5-20%, selling to an existing customer is 60-70%.

Customers with an emotional connection are 4 times as likely to do business with it. The most loyal 10% of customers often generate 50% of revenue (dependant upon sector).

What this can mean:

A 2% increase in loyalty = 10% reduction in costs.

A 5% increase in customer retention = a 30% increase in profits.

A 5% increase in loyalty = 95% in profits over a customer's lifetime.

These are some great insights from M Neumeier, The Brand Flip (worth a read).

Now you have your 'why'- your goals, what is your 'how'?

Ask yourself what the intangibles are that add value to your business, product and/or service (authenticity, availability, simplicity, belonging, style, symbolism etc.). Any effort to get customers is marketing, keeping them is branding.

Hopefully this can help you understand the importance of a marketing & branding strategy and why it's an ongoing, flexible, living thing, growing and adapting with your business.

Ask yourself:

What is my current brand experience?

What do I want our brand experience to be? What could it be?

How do we get from where we are to where we want to be?

What will your journey look like?


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