Want lasting customer loyalty? Build your brand like this.

Today’s competitive landscape requires more than just great products and quick marketing wins. It demands meaningful connections built on trust and consistency.

In this edition of Building Great Experiences, we delve into brand equity with insights from my recent podcast episode with Joel Tracey, Principal Brand Strategist at JTC Marketing. Together, we explore how to consistently build a solid brand foundation that strengthens customer loyalty and creates lasting impact.

1. Consistent, high-quality storytelling is key

Brand is so much more than logos, colors, and typography. It’s about crafting a cohesive identity that resonates, builds loyalty over time, AND cultivates long-term equity with customers.

Many brands fall into the trap of quick fixes. They focus on trendy tactics or algorithm-driven content that sacrifices quality. This "quantity over quality" approach can dilute brand perception. To truly build equity, it’s critical to consistently reinforce your brand’s values and identity in everything you do.

Every well-designed touchpoint is like laying a brick. With each “brick,” you reinforce your brand’s reputation, creating a foundation of trust with your customers. Shortcuts like cheap design or misaligned messaging will erode the strength of your brand’s foundation.

Putting it into action:

• Focus on quality content: Prioritize high-quality storytelling over algorithm-chasing content that doesn’t align with your brand’s values and identity. Stay authentic: Avoid generic messaging and focus on genuine storytelling that reflects your brand’s mission and identity.

• Audit regularly: Regularly review your brand assets across channels to ensure they align and strengthen your brand’s identity.

2. Connect emotionally & create depth

Brand guidelines and content alone don’t create customer loyalty.

Powerful brand equity goes deeper, connecting emotionally with customers through storytelling and shared values. For example, Olde Mecklenburg Brewery (a local Charlotte brewery) has made a conscious effort to connect their products and brand with Charlotte’s history. Rather than relying on obvious tropes, they chose subtle references that locals recognize, like naming their beer “Captain Jack” after a figure in Charlotte’s history. This approach tells a deeper story and resonates with people who feel connected to the city’s roots.

This emotional connection is key. Customers who feel “seen” by a brand are more likely to develop loyalty and become advocates for the brand, sharing stories with others.

Putting it into action:

• Research local or cultural touch points: If applicable, incorporate subtle references that resonate with your target audience’s heritage or interests.

• Tell stories that matter: Highlight real customer stories, brand history, or values that set you apart from competitors.

3. Think long-term: Loyalty > quick transactions

One major theme Joel and I discussed is the importance of seeing brand equity as a long-term investment, not a quick transaction. Focusing on decades, not deals (or transactions) can help brands build loyalty that lasts. Companies that fixate on short-term sales may see a temporary revenue boost but risk eroding customer trust if their tactics feel too transactional. Instead, brands that prioritize genuine connections with customers, even in challenging economic climates, are the ones that succeed in the long run.

Long standing sports teams are a great example of this. Look at the tradition and brands built around teams like the NY Yankees, Dallas Cowboys, and University of North Carolina. They have strong, multi-generational loyalty despite having ups and downs over the last several decades. They invest in building for the long term, knowing that creating a loyal fan today will become a lifelong, multi-generational advocate.

Another way you can invest for the long-term is investing in seemingly small, but personal gestures. These can have a huge impact on brand perception. A great recent example of this is Starbucks. Their new CEO just purchased 200,000 sharpies and is challenging employees to return to their roots of handwritten names and personal touches to regain market share they’ve lost over the last decade. Whether you’re in B2B or B2C, simple, personal touches show customers that you care, strengthening their loyalty to your brand.

Putting it into action:

• Prioritize lifetime value: Shift your focus from immediate sales to customer lifetime value, measuring success by long-term impact on loyalty and referrals. Offer meaningful rewards or recognition for long-term customers, not just purchase-based incentives.

• Identify key customer moments & invest in personal touches: If you’re in a service business, train front line employees to remember customer preferences and personal details and take the time to create memorable experiences. Look for touch points in the customer journey where a small gesture can make a big impact, like a welcome kit for new customers or a personalized note. Avoid generic “perks” that feel obligatory. Instead, focus on memorable gestures that demonstrate genuine appreciation.

Wrapping up: Brand equity & CX is built brick-by-brick

Brand equity and customer experience aren’t separate efforts. They’re intertwined. Each positive experience adds a “brick” to the foundation of trust you build with your customers. By focusing on consistent & high quality storytelling, connecting emotionally, and investing in long-term loyalty, you can create a brand that resonates deeply and stands the test of time.

I hope these insights inspire you to invest in meaningful ways that strengthen your brand 😊

Onward & upward,

Drew

P.s. If we haven’t met yet, hello! I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design & build great customer experiences that win. I share ideas weekly through this newsletter & over on the Building Great Experiences podcast. Have a question? Feel free to contact us, I’d love to hear from you.