So what exactly is brand affinity?
I was having a conversation with a friend recently and they asked how I measured brand affinity and loyalty in the corporate world. I realized that brand affinity is something we don’t talk about enough in the online space, so let’s get it out there.
Brand affinity is the highest and most coveted client relationship. It’s more than awareness and more than loyalty, they are not synonymous.
When clients are moving up the brand ladder they are moving in stages:
Step 1: Brand Awareness
Step 2: Brand Loyalty
Step 3: Brand Affinity
What determines your success with creating brand affinity?
2. Establishing clear and definite behaviors and values that your clients can resonate with.
But, how do you measure it?
In the corporate world I would look at many metrics but the most important was Net Promoter Score (NPS), which was created with clients feedback given throughout the customer journey.
NPS is based on promoters and detractors to your business. You want to limit the detractors and increase your promoters.⠀
Some other areas I’d look at specifically are rate of referrals, average project size, closing rates, etc.
So what should YOU look at?
Rate of referrals:
At what rate do clients refer new clients to you? You should have a clear system to track this and set dates in your calendar as check-points. This shouldn’t be a surprise that comes around once a year, it should always be top of mind.
A client who is doing a 12-week program with you should not be your client for only 12 weeks. They should be a lifetime client. The biggest boost to your confidence and your bottom line should be clients who come back again and again. Give them the type of service that not only makes them want to choose you but also so they NEED you. Become invaluable. ⠀
Closing rate per lead source:
This is a helpful one, I would be gathering closing percentages between different lead sources. One thing I teach on is creating a holistic marketing plan with different access points for people to enter your funnel. Different points of entry ensures your highest chance of success.
Customer Lifetime Value:
Which is the profit margin you expect to earn over the period of time your clients work with you.
The most important thing to remember is that your clients are your biggest promoters. No amount of press can make up for unhappy clients. You should always have a client first mentality.
Treat them well and provide them with the most incredible experience.
Want to learn more about building brand affinity and elevating your client experience? My Luxury Client Experience Masterclass may be right for you. In this 90 minute course you’ll receive high-quality training and instruction from me as well as a detailed outline for how we develop a customer experience strategy so your brand can hit new strides.