Creating Sticky Brands: How to Build Emotional and Behavioral Loyalty

Loyalty distinguishes thriving businesses from those that struggle in a competitive marketplace. However, simply delivering a great product or service is no longer sufficient; genuine loyalty requires a deeper connection. To build a “sticky” brand that encourages customers to return, businesses must focus on both emotional and behavioral loyalty. This article examines how companies can find this delicate balance and, in doing so, forge lasting connections with their audience.

Why Loyalty Matters More Than Ever

According to a 2023 study by Statista, 59% of consumers said they are more likely to purchase from a brand they feel emotionally connected to. Furthermore, Bain & Company found that a 5% increase in customer retention can boost profits by as much as 95%. Loyalty is no longer just about keeping a customer; it’s about creating advocates who amplify your brand’s reach.

However, loyalty has evolved. The transactional loyalty programs of yesteryear—“buy 10, get 1 free”—no longer suffice. Today’s consumers expect brands to understand their needs, reflect their values, and offer personalized experiences.

Emotional Loyalty: The Heart of a Sticky Brand

Understanding Emotional Loyalty

Emotional loyalty happens when customers connect with your brand on a deeper level. This connection often stems from shared values, experiences, or aspirations. For example, outdoor brand Patagonia has achieved cult-like loyalty by embodying environmental activism, making its customers feel like they’re part of a movement bigger than themselves.

How to Build Emotional Loyalty

1. Craft a Compelling Story Your brand’s story is your unique differentiator. Share why you exist and what you stand for. For example, Boken’s mission to help startups and SMEs build groundbreaking brands is rooted in the belief that every business has a story worth telling.
2. Live Your Values Values without action are just words. Brands like Ben & Jerry’s actively participate in social justice causes, aligning their actions with their audience’s values. Identify your core values and find authentic ways to live them.
3. Engage Authentically Emotional connections are forged through consistent and genuine communication. Use social media, email marketing, and even handwritten notes to show your audience they matter. Tools like video messages can also add a human touch to your interactions.
4. Deliver Unexpected Delight A small act of kindness—like sending a surprise gift or acknowledging a customer’s birthday—can turn a neutral customer into a raving fan. According to Zendesk, 73% of customers love brands that surprise them with thoughtful gestures.

Behavioral Loyalty: The Science of Habits

What Is Behavioral Loyalty?

Behavioral loyalty involves creating habits and incentives that encourage customers to stick with your brand. It’s the science of making your product or service the default choice.

How to Build Behavioral Loyalty

1. Simplify the Experience A 2022 PwC survey revealed that 73% of consumers consider the experience a key factor in purchasing decisions. To simplify your customers’ journey, use intuitive design, seamless checkout processes, and clear communication.
   Example: Amazon’s “Buy Now” button removes friction, making repeat purchases almost automatic.
2. Personalization at Scale Leverage data to anticipate your customer’s needs. Spotify’s personalized playlists and Netflix’s tailored recommendations keep users engaged by consistently delivering value.
3. Loyalty Programs That Go Beyond Points Modern loyalty programs should reward behaviors beyond purchases, such as referrals, social media shares, or writing reviews. Starbucks Rewards, for instance, encourages users to engage with the app daily to earn free coffee and personalized perks.
4. Consistency Across Channels Behavioral loyalty thrives when customers know they can expect the same experience regardless of how they interact with your brand. Ensure your website, app, and in-person interactions feel cohesive and aligned.
5. Create Dependency Through Unique Features Proprietary features or experiences can make your brand irreplaceable. For example, Apple’s ecosystem of interconnected devices keeps users locked in due to its convenience and integration.

The Intersection of Emotional and Behavioral Loyalty

While emotional and behavioral loyalty are distinct, the most successful brands blend the two. For example, Peloton combines emotional loyalty (a sense of community and shared goals) with behavioral loyalty (gamified tracking and subscriptions). This dual approach keeps users engaged, invested, and emotionally attached.

Practical Example: Building Loyalty for Startups

At Boken, we often guide startups in developing both forms of loyalty simultaneously. For example:

• Emotional Loyalty: We help startups articulate their mission in a way that resonates deeply with their target audience. This often involves crafting StoryBrand messaging that highlights the customer’s aspirations.
• Behavioral Loyalty: We design user experiences that are habit-forming, such as apps that offer daily reminders, exclusive content, or easy-to-navigate interfaces.

Metrics That Matter

To ensure your loyalty-building efforts are practical, track these metrics:

• Net Promoter Score (NPS): Measures how likely customers are to recommend your brand.
• Customer Lifetime Value (CLV): Indicates the long-term revenue potential of each customer.
• Retention Rate: Tracks the percentage of customers who return.
• Engagement Metrics: Monitor how often customers interact with your app, website, or emails.

Actionable Steps for Building a Sticky Brand

1. Conduct a Loyalty Audit. Assess your current customer retention strategies and identify gaps. Are you creating enough emotional connections? Is your experience frictionless?
2. Start Smal:l Choose one emotional and one behavioral strategy to implement this quarter. For example, introduce a small surprise for loyal customers while optimizing your checkout process.
3. Invest in Technology Use tools like HubSpot for CRM or loyalty platforms like Smile.io, to personalize interactions and reward behaviors.
4. Ask for Feedback Regularly survey your customers to understand what they love about your brand and what needs improvement. According to Qualtrics, 68% of customers leave because they feel ignored.
5. Celebrate Milestones Celebrate both brand and customer milestones. Anniversary emails or “You’ve been with us for 1 year!” reinforce a sense of belonging.

The Road Ahead

Building a sticky brand requires consistent effort, a deep understanding of your audience, and a willingness to innovate. As a founder and CEO, I’ve seen firsthand how powerful emotional and behavioral loyalty can be in transforming businesses. At Boken, we’re passionate about helping brands succeed and resonate deeply with their audiences.

Loyalty isn’t just about retaining customers; it’s about creating advocates championing your brand’s mission. By focusing on your customers’ hearts and habits, you can build a brand that truly sticks.

About Boken: Boken specializes in helping startups and SMEs design category-defining brands. Using frameworks like StoryBrand, Strategyzer, and Category Design, we help businesses create meaningful connections with their audiences. Let’s build something extraordinary together.