It’s in branding’s nature to nurture

Going “back to basics” is, in my view, essential if brands are serious about gaining customer loyalty (MW September 30).

While in some circumstances creating stand-out drives the success of a brand – FCUK springs to mind – what many consumers actually want is far simpler. They want a consistently reliable, well-respected brand with which they can develop a real affinity.

So how do marketers go about building this type of brand? They have to start with what is central to their business: the customer. They need to think about what drives a consumer to become a customer. In today’s market, very few products have a real USP so the need to differentiate from the competition in other ways is vital. Good customer service is one very effective way.

In order for a mutually beneficial relationship to develop, customers need to be nurtured from the very start. Brands need to focus on the customers they already have rather than getting them in through the door and then ignoring them – only to see them walk away after a few months. Only by building a solid relationship with this core group can a business expect to incite true loyalty.

Tim Hipperson

Managing director

MRM Partners

London SE1

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