In the book Brand Against the Machine, author John Morgan writes, “Branding is not just about being seen as better than the competition. It’s about being seen as the only solution to your audience’s problem.”
To successfully market your product and build brand equity, your target audience must believe your brand is the best option for delivering the results they want. Customers who think this way and prefer your brand over others will propel your business forward. Learn more about why brand preference is vital for your company’s success and how to create and enhance connections with more consumers.
What is brand preference?
Brand preference is the phenomenon of customers repeatedly picking your product rather than a competitor’s. Consumers who exhibit brand preference are on their way to brand loyalty.
Customer preference vs. customer loyalty
Although the two concepts are similar, your goal as a business owner is to convert consumers who prefer your brand into brand-loyal customers.
Brand-loyal customers often buy a company’s product with little regard for price because they believe the brand is the best. They might go out of their way to continue purchasing your products even if another product promises better performance at a lower price.
On the other hand, a brand-preference customer might express a lower level of dedication. For example, a consumer might prefer a particular brand of paper towels. However, if they’re pressed for time and their preferred brand isn’t available, they might decide to buy a different brand for convenience.
Why is brand preference important?
Gaining customers who prefer your brand suggests that they feel an emotional connection to it. Brand preference does more than produce recurring sales; it can lead to more word-of-mouth advertising and brand advocacy.
Customers who make your brand their first choice sometimes share their opinions with others. A majority of marketing executives say that word-of-mouth is one of the most potent forms of advertising. According to research, people put more trust in the reviews and customer referrals of those they know than in traditional marketing and advertising.
Your brand advocates can increase brand awareness, expose your products to a broader audience, and create positive conversations about your company. As such, brand preference is a powerful force and brings you one step closer to converting buyers into brand-loyal customers who will stick by your side.
How to measure brand preference
By evaluating brand preference, you can determine if your products and brandmarketing are performing at full potential. Here are some ways to measure brand preference:
1. Survey customers
Survey your customers to get their opinions on your brand and products. These questions can include how often customers buy your brand, how likely they are to recommend it, whether they have a strong brand preference for any brand, what other brands they’ve considered, and how likely they are to make a return. Use this customer feedback to validate your market research, tweak your brand identity, and create a compelling brand story in your marketing materials.
2. Track social media engagement
Are your consumers excited about your brand? You can find out by looking at your social media accounts. Do they comment on your posts, reply to stories, or mention your brand in their own posts? What things are they saying? By running a sentiment analysis, you can gain valuable insights into your target audience’s feelings about your brand.
3. Monitor sales data
Your customers’ buying patterns tell a story. Sales data—specifically looking at how many repeat buyers you have and how often they return—can help determine the strength of their brand preference. It can also tell you which products are driving brand loyalty.
How to improve/increase brand preference
- Prioritize customer satisfaction
- Establish a strong unique selling proposition
- Communicate company values
- Create loyalty programs
- Offer discounts to returning customers
- Interact with your customers
There is no single way to build brand preference. Instead, your business can use the following strategies to createpositive experiences that encourage emotional connections with your customer base:
Prioritize customer satisfaction
Everyone enjoys feeling appreciated and valued. When customers fill their carts and purchase your products, it’s great to follow up to see if they enjoyed their shopping experience and the item.
Doing so will provide valuable user feedback for your business and indicate to consumers that they matter. Approaching your customers with concern for their satisfaction will encourage them to shop with you again.
Establish a strong unique selling proposition
What sets your business and product apart from all the others? Define your unique selling proposition (USP) in a few words and work that language into your marketing materials and brand strategy. Customers are more likely to make repeat purchases when they believe you offer something they can’t get elsewhere.
Communicate company values
Your brand’s identity can be a significant factor in customerbrand preference. Be transparent and articulate your company’s values. A Harvard Business Review study found that 64% of consumers had relationships with a brand because of their shared values.
Customers enjoy knowing what a company prioritizes and will align with your brand if your values are similar. As such, this can boost customerbrand preference.
Create loyalty programs
Consider creating a loyalty program that offers rewards to your customers. This provides an incentive for consumers to return to your business. With so many options to shop online, giving consumers something extra can go a long way. Loyalty programs maintain and build interest in your products and foster stronger connections between customers and your brand.
Not to mention, loyalty program members tend to spend more than non-members, helping your company develop consistent revenue.
Offer discounts to returning customers
Shoppers who don’t want to create a membership may still appreciate a discount. After a customer makes a purchase, offer a discount code for the next time they shop. This encourages them to explore other products, or if they love their original purchase, they’ll be glad to buy again with their discounted offer. Everyone likes saving money, which can be a great way to foster positive feelings about your brand.
Interact with your customers
Nurture relationships with your customers to build trust and attachment to your brand. This can be done through your social media accounts. If a customer comments positively on your post, thank them. Consider asking them questions or reposting their posts mentioning your brand. Polite and courteous responses to negative comments can also prove constructive—perhaps even helping to win back a dissatisfied shopper. These actions tell customers they are seen and that your company cares.
Brand preference FAQ
What is an example of brand preference?
An example of brand preference would be an eco-conscious sneaker aficionado who consistently buys footwear from Allbirds, rather than shopping around.
Is brand preference the same as loyalty?
Brand preference can lead to brand loyalty, but they are not the same. In the customer journey, brand preference occurs before someone becomes a brand-loyal customer.
Can you measure brand preference?
You can measure how well you’re establishing brand preference by surveying customers, tracking social media analytics, or evaluating sales data. Their answers and your metrics can tell you where your customers are in their shopping journey.
