How to Build Brand Loyalty

Living in a digital age where consumers are more savvy in their spending habits brand loyalty is slowly disappearing. Consumers have the tools at their disposal to seek out the most value for money products and brands have to change with the times to help attract, retain and build loyal customers.

Connect with your customers – Provide an emotional connection for your customers. To ensure customer satisfaction engage with your customers on a regular basis.  Increase awareness amongst your customers.  Provide them with value and motivation which will create a buzz around your brand.

Anticipate their needs – Listening to what customers want allows you to anticipate their needs and focus on what your customers want. Offer incentives (i.e. loyalty cards or programs), as these customers are typically more profitable and will most likely reciprocate by staying loyal to your brand.

Deliver on your promise – Make it a habit to deliver happiness every step of the way.  Show your customers that you truly care by surpassing their expectations.  Offer something new or exciting and stay true to your brand mission and promise.

Be consistent – Consistently delivering the same message and performance through all lines of business is reassuring and helps to instil consumer confidence. Being consistent helps gain your customers’ trust and provides credibility to your brand.

Deliver A personalised experience  – Digital marketing enables us to connect with customers across different platforms, but personalising your interaction with customers is what has the greatest effect. Profile and analyse your customer base and past buying patterns to create personalised interactions with your customers that are relevant to the individual. Keep your focus on building customer relationships.

Complete One on the Importance of the Human Element In Marketing

While there is no denying the massive impact the digital platform has had on marketing, at Complete One we still firmly believe a key component in any successful marketing campaign is the human element and this should not be overlooked in favour of advancing technology. The “personal touch” is something that can't be experienced when making a digital purchase. We believe that the relationship you build with customers through face to face interaction is one of the influencing factors when instilling consumer confidence and building brand loyalty.


Face-to-face interactions provide significant business benefits. At its core, face-to-face engagement creates a personal connection and builds trust between a company and its target audience. Giving a warm handshake, holding an engaging conversation, and getting to know customers helps to form stronger, more meaningful, potentially long lasting business relationships.

There are several research studies which support this view. A 2009 EventView study of senior executives in sales and marketing revealed that 62% chose event marketing as the platform that best accelerates and deepens relationships between client and consumer.

The 2 main benefits of employing marketing campaigns with a human element are obvious;

1/ Time & Cost Effective

Print and broadcast advertisements can be extremely costly, and Internet marketing requires a lot of time to reach your target audience. Face to Face marketing provides an opportunity to deliver your sales message directly and interact with large groups of people quickly.

2/ Builds Confidence & Trust Between You and Your Customers;

Meeting people in person is crucial for building and maintaining strong relationships. In the age we live in, consumers are no longer as loyal to a brand as they once were. Interacting with your customers face to face is an invaluable opportunity to build a relationship, answer any questions or concerns and hopefully build brand loyalty.

“While on-line marketing is a logical solution, considering we are now living in a digital age, face to face marketing campaigns using the human element, should never become obsolete as it continues to produce the best results.” ~ Managing Director at Complete One Glen Lowes.  

Is All Publicity Good Publicity?

Coming off the back of an incredible season in the English Premier League, Luis Suarez went into the world cup as a Brand Ambassador for Adidas and 888Poker. With celebrity sponsorship deals proving extremely lucrative because of the extra exposure they can gain to a new audience through the association with a celebrity, increasing their brand awareness. However as a result of the alleged biting incident on Giorgio Chiellini in the Uruguay Vs Italy game, viewed by millions around the world the association to Suarez could become damaging. How true is the old saying, all publicity Is good publicity?


The media hype surrounding Suarez as a result of the incident has brought his association to Adidas and 888Poker to the attention of millions, forcing them to review their relationship with Suarez. While it may be bad for business for the companies Luis Suarez represents it provides a great marketing opportunity for other brands.


An incident viewed by a Global audience of millions can become a powerful marketing tool. Within minutes of the final whistle tweets from brands seizing on the opportunity began appearing. McDonald’s Uruguay, TGI Fridays, Whataburger and Snickers just to name a few.


In the following days companies have gone to print with advertising campaigns using the incident which does support the view that all publicity is good publicity........if you don't have a sponsorship deal with the person involved in the scandal.


Looking at it from the perspective of the sponsors however, they are under severe scrutiny for having the relationship. 888Poker have now terminated their contract and Adidas are reviewing the situation.


At Complete One we realise the importance of Brand Protection and that is the reason we make it our number 1 priority, ensuring all the representatives we work with are trained to the highest standards in customer service and product knowledge.


“A brands reputation is key when attracting and retaining customers.” ~ MD at Complete One, Glen Lowes



The old adage of all publicity is good publicity would seem to be completely dependent on the circumstances and situation. What may be good for one party could be a PR disaster for another. Every case needs to be judged on an individual basis.