Brand Affinity is the most delightful and valuable level of relationship that a customer shares with the brand and it is based on the belief that the customer and the company share common values and ideas.
The concept of Brand Affinity thrives on the basis of the unshakable trust of the customer with the company and it is the highest kind of customer loyalty that a customer showcases towards the brand and its offerings of products and services.
It is one of the strongest assets of the brand as most of the companies aspire to it but there are very few in the market that obtains it. It is the sheer result of the hard work put in by the brand in designing the finest levels of customer experience during the process of sales and purchase plus providing the best of after sale services.
Factors in Brand Affinity
The first facet involves in creating the brand awareness in the target markets amongst the target audience through the various marketing and promotional tools to let the audience know about the brand, its values, its fundamentals, unique selling propositions, and strengths that give it a competitive edge and helps in generating sales and higher amount of profits.
The second facet harps on elevating the levels of brand loyalty in the minds of the customers by not only offering quality products but also providing the top class customer service and overall experience. Also, various freebies and other customer loyalty packages are offered to the customers as a token of thank you and appreciation for showcasing the trust and loyalty towards the brand and its offerings.
The third and the most important level is the Brand Affinity that a customer showcases towards the brand by repeating the purchases of the products and services amidst the competition in the market. And it is the highest form of the brand loyalty and comes with the ample of benefits for the brand.
Another significant factor in building the Brand Affinity is by involving the employees and the internal staff by motivating them and ensuring the employee satisfaction as they are one of the best brand ambassadors. If the employees are happy working with the brand, they will definitely appreciate the company within their social circle that creates a positive image of the brand in the market.
How to measure Brand Affinity?
- The customer has a strong belief in the values of the brand and also believes that the company admires his or her values as well.
- The customer buys more often from the specific brand even when there are other alternatives in the market.
- The customer expresses the higher level of trust and liking towards the brand by indulging in the repeat purchases.
- The customer purchases not only just one product but shops for the multiple products and services offered by the brand.
- The customer is less resistant to the price rise by the company.
- The customer provides higher profit margins to the company due to the repeat purchases.
- The customer endorses the brand and its offerings in the positive light to his or her family, friends, and relatives generating referrals for the company.
How to boost Brand Affinity?
1. Know your Customer
There are customers who come and buy the product or the service and never come back and then there are customers who repeatedly buy the offerings from the brand and then there are customers who repeatedly buy and endorse the brand to their family and friends increasing the value and strength of the brand.
Hence, it is important for the brand to know the customers in a detailed manner by taking notes of their likes, dislikes, time and amount spent on each purchase, and other such buying behaviors for designing the loyalty programs and other benefits for the customers that will increase the levels of loyalty and affinity towards the brand.
2. Stay Connected
It is important for the brand to stay connected with the customers by enlightening them about the latest product and services, offers, discounts, and more making them feel that they are valued and important to the brand. Social media is an excellent way to stay connected with the customers by informing them on the latest happenings and other important news about the brand.
3. Provide excellent customer service
It is always the experiences that linger and stay for a longer time with the customer that he or she has felt during the process of buying. Hence, the brand should always provide the excellent levels of customer service by understanding the problems of the customers and solving with the rational and practical solutions. Even the after sale service has to be of the first order.
4. Create an emotional connect
Whenever the brand creates an emotional connect with the customer by solving the tricky problems and offering various schemes and discounts, it creates the Brand Affinity in the minds of the customers.
5. Be Innovative
Innovation is one of the key factors to boost the Brand Affinity. The brand should come up with the offerings of products and services that are new and novel in the ideation and have a competitive edge in the market. The creative marketing and promotional strategies and packaging help the brand to curate a distinctive identity in the market and in the minds of the customers.
6. Offer bespoke solutions
Offering customized and bespoke solutions to the customer makes him or her extremely happy and satisfied to the core and thereby boosting the levels of Brand Affinity.
7. Keep customer in the loop
Whenever the product or service offering is in the work in progress mode, it is very important for the brand to maintain transparency and keep the customer in the loop informing about the latest developments, time schedules, and the final delivery of the product or service. Maintaining a clear channel of communication is a must to keep the customer extremely happy and satisfied.