Email & SMS

Be More Likeable: Tips to Build Brand Loyalty & Customer Trust

By Tinuiti Team

Competing for attention in a saturated digital space can be a difficult task. To make things even more complex, feelings and moods guide a lot of consumers’ decisions. An eMarketer study shows that the #1 reason driving consumers to open emails from a brand is whether or not they “LIKE” the brand. With likeability being such a subjective matter, how can you make sure people have an affinity for your brand? How do you build customer loyalty and trust to turn someone who likes you into a brand advocate?

We’ll go over a few recommendations to help you answer this overwhelming question.

Objectivity is Key

Determining your brand’s likeability might be a tough exercise, but you need to be committed to getting an honest assessment, whether positive or negative. Everyone thinks their baby is the cutest—it’s natural—but try to be aware of any possible bias you or your team might have and step outside of your brand to get the full picture. 

Ask yourself the following questions:

If you find your brand is coming up short after running through this exercise, here’s a few steps you can take to improve:


Define Your Story

The first step toward building a relationship with your customers is to determine your brand’s values. Defining what your brand stands for will make your company feel more like a collection of humans, and less like an organization with a singular focus on revenue. 

Can the brand story be told and shared in a genuine way? Was the company or product line developed to help meet a specific need in your customer’s lives? Does your founder have an interesting origin story? Brainstorm key messages that lend humanity to your brand story and find ways to translate those messages into compelling creative. 


Get to Know Your Audience

Understanding who you’re communicating with is key to developing more personalized communication. Who is your target audience? Who is actually using your product? Is there a gap between the vision of your ideal client and the actual audience purchasing from you? 


Respect Your Customers’ Preferences

Digital tools allow an infinite amount of customization. Remind yourself that behind each contact, email address, or social media handle is a fellow human! Do your best to customize their experience; you’ll gain customer trust by tailoring communication to best fit each specific audience and their unique needs.


Take Off Your Marketing Hat

This is perhaps the most difficult exercise, but try to look at your brand or products with a new set of eyes. What if you didn’t know anything about the topic and were brand new to the concept? Your website and content might be missing key information to help people connect and understand what you’re selling, or what makes your product or business unique. 


Attention is a limited resource requiring a strong foundation of trust and respect. Building brand loyalty requires effort and consistency. But above all, remember to connect with your audience in a tactful, genuine way. Leverage all the tools available to test, customize, and create tailored experiences to build brand loyalty with your contacts, and watch your popularity and likeability increase!

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