10 Tactics That The Best Brands Use to Build Loyalty

10 Tactics That The Best Brands Use to Build Loyalty

Getting people to try your brand is one thing—getting them to stick around is another. In 2025, with so many options and rising marketing costs, building customer loyalty is no longer optional.

Loyal customers spend more, tell others about you, and help your business grow without relying so much on ads or discounts, and you don’t need a huge budget to earn loyalty. You just need to show up consistently, care about your customers, and give them a reason to come back.

If you want your customers to keep coming back—and bring their friends with them—this guide is for you.

Why Brand Loyalty Matters More Than Ever in 2025

In 2025, brand loyalty is a survival strategy. As customer acquisition costs rise, attention spans shrink, and competitors multiply across every platform, loyal customers have become the most valuable asset a brand can have.

Whether you’re running a fast-growing E-commerce startup or managing marketing for a local service brand, building loyalty today means building long-term resilience and revenue.

These are the reasons why loyalty is a powerful growth engine in 2025:

1. Cost Efficiency & Predictable Revenue

Retaining customers is far cheaper than acquiring new ones—acquisition can cost up to seven times more. Loyal customers provide reliable, repeatable revenue, enabling better forecasting and resilience in economic uncertainties

2. Loyal Customers Spend More—and More Often

Studies consistently show that repeat customers spend 25–67% more than new ones. They try more of your products, trust your recommendations, and often become your best word-of-mouth marketers.

In fact, loyalty doesn’t just drive repeat purchases—it drives higher average order value (AOV) and lifetime value (LTV).

3. Brand Loyalty Builds Organic Growth

In an age of influencer fatigue and content overload, the most valuable marketing comes from customers who advocate for you naturally. Loyal customers:

  • Leave reviews
  • Share your brand on social
  • Recommend you to friends

This kind of organic exposure is cheaper, more trusted, and far more scalable than any paid ad campaign.

4. It’s a Competitive Defence Against Copycats

Products can be copied. Prices can be undercut. But a strong emotional bond with your audience is hard to replicate.

In crowded markets—like skincare, fashion, fitness, or food—brands that invest in loyalty are far more resilient to market shifts, economic downturns, or the next trend cycle.

5. Consumer Expectations Are Higher Than Ever

Modern consumers expect more than just a product. They expect:

  • Personalisation
  • Transparency
  • Shared values
  • Seamless experiences

Brand loyalty is no longer built with a discount code. It’s built through consistent, human, and meaningful interactions—something smaller businesses are often better positioned to deliver than large corporations.

Top 10 Loyalty Drivers That The Best Brands Use in 2025

1. Emotional Connection

Customers today care more about how a brand makes them feel than what it sells. Loyalty grows when people connect with your purpose, values, or mission. Brands like Patagonia and Apple do this well—they stand for something bigger and make their customers feel like they’re part of a movement. If your brand tells a real story and builds a sense of belonging, people will keep coming back.

2. Personalisation and Relevance

Generic marketing doesn’t work. People expect brands to understand their preferences and offer personalised content, deals, and experiences, without being intrusive. AI tools make this possible at scale. Think of how Spotify Wrapped or Netflix suggestions feel tailored just for you. That kind of smart personalisation keeps users engaged and loyal.

3. Brand Trust and Transparency

Customers want to feel confident in the brands they support. That means being open about your prices, policies, sourcing, and how you use their data. If something feels shady, people leave. Showing certifications, explaining where your products come from, and being clear with communication builds long-term trust—and with it, loyalty.

4. Customer Experience (CX) as a Loyalty Lever

A smooth, hassle-free customer journey matters. People expect easy navigation, quick delivery, simple returns, and responsive support across every channel. If the buying process is complicated, they’ll abandon the cart and you lose the sale. Brands like Amazon (think one click purchase)  and Starbucks lead here, offering convenience through great tech and consistent service. Consistently good customer experience turns buyers into loyal fans.

5. Consistent Product Quality

No matter how great your branding or marketing is, if your product quality drops, loyalty will too. Most consumers still say quality is their top reason for sticking with a brand. Even in tough times, people are willing to pay more for products that deliver consistency every time. Focus on keeping your standards high and delivering what you promise. Never cut corners just for profit.

6. Seamless Omnichannel Experience

Customers use multiple channels—your website, mobile app, social media, even your physical store—and they expect everything to work together smoothly. If they start shopping on mobile and finish in-store, the experience should feel connected. Brands like Boots and Waitrose do this well, making it easy for customers to manage accounts, find products, reserve items to collect  wherever they are.

7. Predictive and Proactive Support

The best brands don’t just fix problems—they prevent them. Predictive support means using data and tools to solve issues before the customer even notices. T-Mobile and Ritz-Carlton excel at this by giving their staff and AI systems the power to act fast and personalise solutions. It shows customers you care, and that builds loyalty quickly.

8. Value-Driven Brand Identity

More and more customers are loyal to brands that stand for something meaningful. People want to support businesses that care about sustainability, fair practices, or community efforts. Brands like Patagonia, Nike, and Apple weave their values into their products and messaging, and it pays off. Being purpose-driven isn’t just good PR; it’s a loyalty strategy.

9. In-Home Brand Experiences

Reaching customers at home can create a stronger emotional connection than in public or digital spaces. According to Triyit, home is where people are most open to trying something new. Sending personalised product samples or educational content directly to them can boost memory and attachment to your brand in a deeper way.

10. Loyalty Programs That Reward More Than Spending

Today’s most effective loyalty programs are more than just collecting points. They reward engagement, like writing reviews, hitting milestones, referring friends, or being a long-time customer. Brands like Starbucks and John Lewis offer personalised perks, early access, and exclusive benefits that make customers feel valued.

Case Studies: How the Best Brands Do It Right

UK Loyalty Leaders

1. John Lewis – The Gold Standard of British Loyalty

John Lewis storefront sign inside a mall.

John Lewis combines long-standing heritage with a reputation for exceptional customer service and emotionally resonant storytelling. It has become more than a retailer—it’s a trusted part of British life.

Standout loyalty strategy:

The “My John Lewis” loyalty program offers members exclusive early access to new launches, personalised deals, and tailored content. The result? Members shop 2.5 times more than non-members.

Cultural impact:

Their Christmas TV adverts have become a national tradition, creating emotional connection and top-of-mind brand awareness every holiday season.

Loyalty index score:

60.7 out of 100—ranked as the top UK brand for loyalty.

What smaller brands can take away:

You don’t need a holiday advert budget to build an emotional connection. Share your brand story, create moments your customers can anticipate, and deliver personal value with every interaction.

2. Waitrose – Premium Loyalty Despite Price Sensitivity

Waitrose storefront showing large glass windows and logo signage

Waitrose appeals to customers who prioritise high product quality, ethical sourcing, and a superior in-store experience. Even in an inflationary environment, loyal customers remain committed.

Customer perception:

Often seen as a “premium” supermarket, Waitrose retains loyalty by delivering value through quality and trust rather than discounts alone.

Loyalty drivers:

Strong social media engagement, high service standards, and consistent alignment with ethical and sustainable practices.

Loyalty index score:

64.4 out of 100—among the top UK brands in loyalty ranking.

What smaller brands can take away:

Competing on price isn’t the only option. Emphasise the quality of your product, clearly communicate your brand values, and stay consistent in the experience you deliver—online and offline.

3. BrewDog – Community and Controversy Drive Repeat Business

BrewDog craft beer cans in various flavours

BrewDog has built a community around bold, rebellious branding and environmental activism. While the company has faced public scrutiny, its loyal customers remain deeply engaged.

Loyalty innovation:

The “Planet BrewDog” program rewards sustainable behaviour, like walking or cycling to a bar. Coupled with the “Equity for Punks” initiative, where customers become shareholders, BrewDog has created a tribe, not just a customer base.

Loyalty performance:

High scores on both brand reputation (6.49) and customer impression (6.97), showing strong brand advocacy and loyalty growth despite controversies.

What smaller brands can take away:

You don’t have to appeal to everyone. Focus on building a loyal audience that aligns with your values. Let your customers be part of the journey, and give them reasons to feel personally invested in your success.

Global Brand Loyalty Powerhouses

4. Netflix – Loyalty Built on Habit and Emotional Connection

Red Netflix logo on a black background

Why it works:

Netflix has turned entertainment into a habit. With tailored content, global hits, and emotional storytelling, users find both value and emotional escape—all in one platform.

Resilience under pressure:

After subscriber losses and a crackdown on password sharing in 2022, Netflix rebounded by adding over 6 million new users. Its product remains deeply embedded in daily routines.

Loyalty stats:

  • 72% six-month retention rate
  • Ranks #1 globally for brand loyalty (78.57/100)

Takeaway for small brands:

Loyalty is strongest when your product becomes part of your customer’s routine. Use personalisation to drive relevance and deliver consistent value that keeps people coming back. Think email content series, subscription experiences, or habit-forming tools.

5. Apple – Emotional Attachment and the Power of Ecosystems

Black Apple logo on a white background

Why it works:

Apple’s ecosystem of products and services works seamlessly together, building deep brand lock-in. Combine that with minimalist design, smart messaging, and aspirational marketing, and loyalty becomes almost second nature.

Loyalty data:

  • 92.6% of iPhone users plan to stay with Apple
  • 64% say they’re unlikely to ever switch brands

Brand loyalty rank:
#2 globally, with a score of 67.13/100

Takeaway for small brands:

You don’t need a hardware ecosystem, but you can build an experience ecosystem. Create consistency across your website, packaging, support, and marketing channels. When the experience feels cohesive, loyalty follows.

6. Nike – Cultural Influence Meets Performance Innovation

Nike logo with the iconic swoosh

Nike dominates by blending product innovation with powerful cultural relevance. Their campaigns centre on athletic performance, equality, and self-expression, creating brand loyalty that’s both emotional and aspirational.

Search performance:

Over 30 million searches per month, nearly double Adidas (16 million).

Loyalty rank:

Highest in global sportswear, scoring 75/100

Takeaway for small brands:

Tell stories that go beyond your product. Align with cultural movements or social values that matter to your audience. Even small campaigns can build a big emotional footprint when the message resonates.

7. Gymshark – New-Age Loyalty Through Community and Inclusivity

Gymshark logo with a stylised shark head.

Gymshark has risen from startup to global contender by focusing on relatable influencers, community-driven content, and inclusivity. Their brand feels accessible, authentic, and aspirational all at once.

Community strategies:

  • “Run Club” for local fitness events
  • #Gymshark66 challenge to encourage healthy habits

Loyalty impact:

Despite only launching in 2016, Gymshark now rivals legacy sports brands in emotional loyalty and digital engagement.

Takeaway for small brands:

Community is your superpower. Use social platforms to bring your audience together around shared goals, challenges, or identities. You don’t need to be global to create meaningful local movements.

Conclusion: Loyalty Is Built, Not Bought

Building brand loyalty in 2025 comes down to treating customers like long-term partners: offer value they can feel, deliver quality they can count on, and keep the relationship honest and personal. Brands that do this enjoy higher sales, steadier growth, and powerful word-of-mouth—all without relying on ever-rising ad spend.

If you want to turn first-time buyers into lifelong fans, we are here to help you. Goulding Media helps startups and growing businesses build loyalty with tailored content, community programs, and data-driven strategy. Get in touch for a free consultation and see how we can help your brand keep customers coming back.

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