The Three Types Of Loyalty And Why So Few Companies Excel At Reaching The Pinnacle

The third type of loyalty is emotional loyalty and is the most desirable. This occurs when consumers are deeply connected to the brand because of an emotional bond and is created through the brand’s ongoing value creation. You see this with lifelong fans of sports team. The degree to which they defend, support, and commit to their team is the highest level of loyalty. It’s not just that they support their teams by purchasing tickets and apparel, their fandom is part of their life.

In the consumer space, some brands have earned this type of loyalty with subsegments of their consumers. Dunkin versus Starbucks. You can find emotional loyalists on both sides. Blackberry used to have ardent loyalists and Apple does today, but I still know a lot of people that wish that they could have their old blackberry again. They loved the experience and still have a connection with the brand.

Secondly, while we can’t ignore profiles and segments completely, especially when marketing at great scale, brands need to prioritize marketing to the individual customer as much as possible. The emotional connection needs to be based on a 1:1 relationship, and for this to happen, brands need to prove how well they understand their customer’s preferences, motivations and desires. This doesn’t happen without data.

Lastly, emotional loyalty is created and sustained with an ongoing value exchange. To build brand attachment, affinity and trust you have to deliver offers, incentives and appreciation that not only results in a transaction for your brand, but creates what I think is the most important metric of success for a marketer, brand advocacy. Brand advocacy is the outcome of emotional loyalty and it can drive organic sales.

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Well. First off, you need people who understand that remaining true to their word shows loyalty to self, which you must have in order to be considered loyal to another.

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