Human mind is a strange thing. It combines the conscious and the unconscious, the rational and the irrational. People act as the mind asks them to do. If somebody can influence the human mind he/she can get the desired result. This is very much true in case of branding your company.

Whether you have a small business or a big business, the customers have developed certain ideas about your company, product or service and this is called brand in a nutshell. The best way of improving your business is spreading awareness about your brand among the consumers.

It seems that many of the companies have lost sight of the significance of establishing brand loyalty and it is mainly reflected in the poor quality of their product and inadequate customer service. So firstly you should improve the quality of your product as well as offer satisfactory customer service.

Another important factor that contributes a lot in developing brand loyalty is advertisement and marketing. In present time wherever we look TV ads, banners, hoardings, magazines, billboards draw our attention and we find some or the other brand is reminding us of our need and promising to provide us with more than our expectations.

When a customer comes to buy a product a number of factors mold his/her decision of buying a product of a particular brand. The decisive factors include past experience of quality, price, word-of-mouth, customer service, brand connotation and so on. Brand loyalty occurs only when the customer is satisfied.

Brand loyalty can be divided into two broad categories: behavioral brand loyalty and attitudinal brand loyalty.

Behavioral Brand Loyalty

Behavioral brand loyalty is mainly determined by repeat purchase. If a customer buys your product over and again it means that the customer is loyal towards your brand. But at times it might not be true and the customer might be forced to buy your products because of situational constrains. However customer behavior always reflects his/her perception about a brand. Depending on a customer's perception a company develops its branding strategy.

Attitudinal Brand Loyalty

Attitudinal brand loyalty should be the ultimate goal of any company. It determines a customer's favorable attitude towards a brand. It is not only indicated by repeat purchase but much more than that. If a customer is completely committed to a brand he/she will be indifferent to price change. They will be ready to pay high for a product when they know that the company offers value for money. Not only that he/she will also recommend your brand to others when they realize that your brand actually keeps the promise it makes.

When the customers are committed to your brand they will not only look for their own interest but also the interest of the brand. So be honest to your customers and don't fool them. You can be benefited by doing so (e.g. selling a bad product at a high price) for once but you will loose that customer for ever.

Brand loyalty is an asset for a company.