01 Apr Brand Loyalty: Build It and They Will Come. And Then They Will Spend.
Brand loyalty has very little to do with cost and everything to do with how your brand is perceived by the consumer. Those who are loyal to a brand remain customers because they believe you offer the best service and the highest quality, regardless of price.
Brand loyalty case studies
Apple and Harley-Davidson have it. People camp out overnight to be the first in line to buy the newest iPhone or iPad. Others would never think of buying a motorcycle unless it’s a Harley-Davidson.
Let’s look at the Dove® Campaign for Real Beauty.
A decade ago, Dove chose to showcase the everyday woman – with her real curves, real skin, and real flaws – to market their products. No supermodels need apply.
The ad campaign was a buzz-catching, attention-grabbing, marketing success. It resonated with women for its simple yet sincere message of “You are beautiful just the way you are.” Then, Dove took it to the next level and made it their mission “to create a world where beauty is a source of confidence, and not anxiety” (Tanzina Vega, New York Times). Dove encouraged women and girls to “join the conversation to support positive self-esteem” using hashtags #SpeakBeautiful and #WeAreBeautiful.
It’s considered one of modern marketing’s most talked-about success stories. According to The Huffington Post, the 2006 Dove Evolution video went viral before ‘viral’ was even a thing (watch it here). In 2013, Dove’s video ‘Real Beauty Sketches’ showed women describing their appearances to a forensic sketch artist. The video became the most-watched video ad of all time.
Branding lessons from the Dove campaign
- A relatable campaign that evokes emotion cannot be ignored– If it’s sincere and straight-forward — and if it gets people to have real conversations about issues the public cares about – then it’s a win-win. In Dove’s case, it was ‘real beauty’ and eventually ‘self-esteem.’
- An integrated branding campaign takes into account every aspect of your business – from brand image to internal communications to your online presence. When building brand loyalty, it’s not enough to just have a slogan or an interesting website. You’ve got to follow through with your brand messaging AT ALL TIMES.
- Foster a brand community for long-lasting appeal. – It’s great to have loyal customers. It’s even better when a company or product encourages people to adopt or live your brand’s message.
Supporting a campaign that speaks to real women and encourages young women to feel good about themselves just makes sense. We believe Dove is truly making a difference and having a positive impact in this world. And really, that’s what we at GillespieHall are all about.
Do you think Dove’s campaign has done a good job of building a loyal community? What brands are you loyal to and why?