Melanie Campbell, Partner, Group Strategy at RAPT Creative, says consumers don’t wake up feeling loyal. Loyalty is the cumulative result of smart brand design: showing up in the right moments, creating emotional significance and making repeat buying feel frictionless. When done right, loyalty becomes less of a conscious choice and more of an automatic response.
Here’s how to build brand loyalty that lasts, even when your customer is just one swipe away from a better offer.
1. Easy To Mind: Be The First Brand They Think Of
If consumers don’t think of your brand in the moment of need, nothing else matters. Loyalty begins with memory.
What To Do:
– Codify distinctive brand assets: Logos, colours, packaging, sounds. Think Netflix’s ‘tudum’ or McDonald’s golden arches.
– Own key category moments: Gatorade doesn’t just sell sports drinks — it owns post-exercise hydration. Identify and embed your brand into those trigger moments.
– Relentlessly repeat: The brands we remember are the ones we see often and everywhere. Consistency breeds familiarity — and familiarity breeds trust.
– Default brands aren’t always better. They’re just more available in memory.
2. Easy to bind – Through Ritual And Relevance
Loyalty is sustained not just by recognition, but by relevance. People return to brands that feel personally meaningful.
What To Do:
– Create rituals, not just transactions: Nespresso didn’t just sell coffee – it created a morning moment. What emotional role can your brand play in consumers’ lives?
– Tap into identity: Brands become part of who people are. Harley-Davidson isn’t a bike, it’s rebellion. Oatly isn’t milk — it’s moral positioning.
– Design emotional rewards: Whether it’s joy, pride, nostalgia or confidence, give people a reason to feel something when they choose you.
– Emotion makes a brand memorable. Repetition alone doesn’t.
3. Easy To Try / Buy Through Reduced Friction
If your product is harder to buy, harder to find, or harder to understand than the alternative, loyalty will evaporate.
What To Do:
– Simplify the path to purchase: Think Amazon’s one-click reorder. Or Uber’s invisible payment experience.
– Embed yourself in routines: Auto-reorders, app-based subscriptions, reminders. Loyalty thrives when convenience removes decision-making.
– Lower the barrier to first trial: Free trials, starter packs, easy returns—remove friction at the entry point to lock in future purchase behaviour.
– The easier you are to buy, the harder you are to stop buying.
4. Hard To Leave Behind – Make Switching Feel Risky
People fear losses more than they crave gains. Loyalty often isn’t about love; it’s about aversion to change.
What To Do:
– Reward longevity, not just spend: The more effort someone puts into a brand – playlist curation, loyalty points, personalisation – the harder it becomes to leave.
– Create product ecosystems: Apple locks you in with seamless integration across devices. Once you’re in, leaving means starting from scratch.
– Reframe the switch: Insurance brands have mastered this — ‘What happens if something goes wrong with your new provider?’ Loss framing increases stickiness.
– Consumers don’t always stay for what they’ll gain. They stay to avoid what they might lose.
5. Easy To Align – Use The Crowd To Your Advantage
Social validation is one of the strongest forces in behaviour. People trust what they see others doing, especially when the choice feels low-stakes but high-risk (like trying a new product).
What To Do:
– Highlight what’s trending: Netflix’s ‘Top 10’ signals safety in numbers.
– Make brand use visible: Starbucks cups, branded sneakers, shareable unboxing moments, these are subtle signals of belonging.
– Empower influencers to validate, not just advertise: People trust real people more than polished ads. Especially when the product feels personal.
– Loyalty can be reinforced by herd behaviour – if everyone’s in, I must be too.
6. Turn One-Time Buyers Into Repeat Customers
The best form of loyalty is habitual. Once a consumer buys you without thinking, you’ve won.
What To Do:
– Nudge the next action immediately: After a purchase, guide them to the next one. ‘Reorder in one tap” or “Only 2 more purchases to reach VIP status.’
– Gamify progress: Streaks, levels, badges. Duolingo made quitting feel like losing. You can too.
– Make repeat use feel rewarding: Spotify Wrapped isn’t just a playlist—it’s a celebration of your time spent with the brand.
– Design for recurrence. Loyalty lives in the repeat.
The New Loyalty Playbook
To build loyalty in a disloyal world, brands must do more than earn affection; they must architect behaviour.
Here’s The Formula:
– Be mentally available when the consumer needs you.
– Be emotionally rewarding to use and easy to choose.
– Be different enough to matter and familiar enough to trust.
– And finally, be so seamlessly integrated into life that switching doesn’t feel worth it.
Loyalty doesn’t live in sentiment. It lives in systems.
RAPT CREATIVE
www.raptcreative.com
