People talk about brand loyalty like it’s a marital affair, when actually the relationship is 100% contractual. A contract which says ‘if you continue to do x for me well, then I will continue to buy from you.’
‘If you continue to make shoes that are comfortable yet sustainable, I will continue to buy form you.’
‘If your product continues to help us create faster, then my team will continue to use it.’
‘If you continue to offer good things to watch, then I won’t terminate my subscription.’
X can be anything. From providing a positive feeling, to efficiently and performance. It‘s a promise you tell your customers about what your service will do for them and/or how you will deliver it.
The danger of seeing this relationship as more than contractual is that companies gain a false sense of security and believe customers will continue to engage with them despite of x. Not the case!