Build staff and client loyalty

Generating staff and client loyalty is key to building a long lasting brand that everyone wants to be a part of.

Most of the time we're so busy with the day-to-day operation we tend to lose sight of the goal we had set. The message gets lost and with it your staff and customers.

It's important to take a step back and look at the 5 aspects of the business which will generate loyalty for your brand:

1: Define the vision and the mission

A vision is the goal you're setting for your business, the mission is how you will achieve that goal.

The clearer the vision, the clearer your brand becomes. People cannot fall in love with something that only exists in your head. Create a vision for the year and define a mission per quarter. Make sure your staff and customers are included in that vision.

2: Who are your customers and who do you want to attract?

It's important to really understand your database so you're able to target your marketing. This way the message you're sending out will be a great deal more focused on those specific customer groups which will in turn increase conversion.

3: Consistent message across all your platforms

Too many messages KILL the message. By defining your strategy you'll be able to keep a monthly theme. The way you deliver the content may differ in accordance with the platform you're using but you must ensure you do not confuse the customer with too many varied topics.

Each month you should think: what is my theme and what can I create around it for each platform? (Platforms: Social media, website, emails, text and in salon)

4: Manage your ORM (Online reputation management)

Is how you deal with each of the reviews or comments about your brand. Keep professional, remain positive and ensure you create a way to manage them daily. This is one of the most important aspects of the day to day running of your business.

5: Your opinion matters

If you adopt the mentality: “your opinion matters” you can create brand loyalty from both staff and customers. 

Generating loyalty goes way beyond the loyalty card, it's a mentality you adopt by being very clear about your goals. I was offered a loyalty card the other day but was not asked how my treatment was - what is the point of that?

By not assessing whether or not I enjoyed my experience their marketing effort becomes pointless.

Passion breeds passion, vision breeds communication. The clearer your passion and communication, the more you generate loyalty.


Valerie Delforge - Founder and CEO of Delforge + Co

Judge, Key Note Speaker, Commercial Trainer & Coach for the Beauty Industry

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