6 strategies to build your brand and advocate loyalty

by | Jan 14, 2021 | Public Relations

Having a strong company brand is vital in your overall business success. Having a steady source of customers that engage with and understand your brand will help increase customer retention. To do that, you need to have a strong PR strategy that will help you stand out among the competition and encourage repeat business, which helps drive business growth.

If you aren’t sure how to develop a winning PR strategy, here are some common ideas to use which can help you as you develop your brand.

Leverage authenticity

Customers value a brand with authenticity. In today’s fast-paced digital world, brands that actively engage with customers stand out from ones who rely on automation. Customers come to value authenticity and will often repeat business over time because they feel heard and understood. Leverage small business marketing tools to help build your authentic brand across multiple platforms so you never miss a customer question or engagement.

Focus on quality and consistency

To remain top-of-mind when customers are making buying decisions, you need to remain consistent in your messaging. If you don’t communicate often, you may end up falling off a customer’s radar and risk losing their business to someone else. It’s important when being consistent with your messaging that you don’t sacrifice quality. Customers expect quality content from brands and if you don’t provide it, they may lose faith in your brand and choose to spend their money elsewhere. Combine quality and consistency when you develop your PR campaign and you’ll easily earn their loyalty and brand advocacy.


There’s no better way to build a PR campaign that customers will like than by listening to and responding to their feedback. Even negative feedback can be turned into a positive experience by allowing your brand to adapt to changing needs and demands. Customers will appreciate being heard and your willingness to learn how to be a brand they can place their trust in. You should also plan to be responsive to customer needs as well and provide answers to questions and concerns quickly in the medium customers use most, such as social media, live chat, or email. If you deliver on your promises, you may find yourself with passionate, brand-loyal customers who will go above and beyond to advocate for you.

Anticipate their needs

A best practice is to anticipate your customer’s needs. While it can be difficult to know what customers want at any given moment, if you follow through on keeping an open line of communication between your brand and your customers there should be no surprises about changing customer expectations. If you can anticipate your customers’ needs and go above and beyond to meet them, you’ll earn their loyalty and brand advocacy.

Use personalization

Personalized marketing and PR efforts have shown to be an effective strategy in building a loyal customer base. There is a tremendous amount of customer data that often gets overlooked but could help develop a personalized strategy that will deliver customers what they want. You can leverage data to customize content based on your customer’s needs and can even offer special promotions based, such as birthday rewards, based on personalization.

Offer better service

Customers want great service, and a missed opportunity could turn into a PR nightmare if you don’t have a good strategy in place. Put your customers first by simply being there for them when they have questions or want information about your company and its product or service offering. Put company information such as your mission, vision, and values statement where it’s easy to find on your website so there are no questions about what you stand for. Be equally responsive to inquiries, whether they’re from the media professionals or potential customers, and you’ll stand out as a strong brand that customers can believe in.

Keep these helpful tips in mind as you design your PR strategy and you’ll be able to build a loyal customer base, meet changing consumer needs, and remain top-of-mind when people make buying decisions.

Lewis Robinson
Lewis Robinson is a business consultant specializing in CRM and sales. He's begun multiple corporations and currently freelances as a writer and personal consultant.