Great Products Aren’t Enough to Drive Brand Loyalty - Here’s What Will

Michelle Lawrence Picture

by Michelle Lawrence | Last Updated: Apr 25, 2022

Having a great product doesn’t automatically translate to a coveted spot in consumers’ shopping carts. Companies have to deliver more than that; they have to deliver a memorable customer experience to gain loyalty. Lego is an example of one brand going above and beyond to drive loyalty.  So let’s take a look at what makes the brand a household name. Hone in on Storytelling In its most basic form, Legos are just building blocks. But loyal customers know the brand is much more than that.  It’s the toy families spend weekends together building projects. It’s the store collectors run to when a new set launches. And it's the movie children plead to watch on repeat. In short, there’s a unique story behind everyone’s experience with Lego, and the company knows how to use this trend to its advantage.  Take Lego’s “Get girls ready for the world”. Highlighting an underrepresented customer base was the perfect demonstration of how brands can craft stories tailored to different audiences and connect with new users. Creating Engaging Content  Five hours. That’s how long we’re spending on our phones every day, according to a Statistia report. Consumers are spending an unprecedented time on their mobile devices these days - that’s a ton of content we’re consuming daily. So if brands want consumers to prove where their loyalties lie at checkout, they’ll need to cater to this trend. Take a note from Lego’s playbook; Lego is making its brand bigger than life by developing a movie and a television series on the product. It’s a perfect example of understanding consumer behavior, and producing content relevant to your brand.  But creating relevant content doesn’t have to depend on huge budgets. Perhaps it’s as simple as curating the perfect playlist on Spotify relevant to your brand’s product (are we surprised Lego did this, too?). Or maybe it’s getting your team to film a mini-series explaining trending topics within your industry and amplifying the content with the right tools Harnessing the Power of Digital Experiences Every day it seems like a new brand has made an announcement to enter the metaverse - Lego is no exception. But, if there’s one thing Lego does well, it’s taking a pulse check on consumer preferences.  According to Razorfish and Vice Media Group's study, 52 percent of respondents indicated they feel more like themselves in the metaverse. This translates to an increased desire from younger populations to spend their free time in the virtual environment.  Lego is partnering with Fortnite to construct a metaverse with kids in mind, according to TechCrunch. Children can now decide if they want to play with Legos in the traditional sense or in a virtual world. Not every brand needs to rush to the metaverse, but investing in digital experiences for consumers is the big takeaway here. Consumers are eager to connect with brands digitally if done right.  Takeaway: Lego isn’t resorting to the same marketing tactics it used when the company was founded in 1932. The brand is constantly iterating to ensure they remain a household name and loyalty is “locked” in regardless of where consumers build.

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