Are you Brand Loyal, or has it Become a Habit?

Updated: Sep 26, 2019


Most of us are creatures of habit. We do what we’ve always done because it takes less cognitive energy to do that than to have to think about our every move. How many times have you arrived home, not quite sure how you got there because your mind wandered while you were driving? It happens more often than we’d like to admit. When we repeat an action over and over again, the brain forms neural pathways. Donald Hebb, a Canadian psychologist said: “Neurons that fire together, wire together.” Each time we take the same action the neural pathways in our brain become more established and our brains are rewired to think in particular ways as a result. This brings me to habits vs. loyalty. Are we truly loyal to the brands that we use, or do we use them out of pure habit?


I’ve had an iPhone for years. Every second year when it’s time for an upgrade I choose an iPhone that suits my budget, and that’s the end of that. I hadn’t thought about this decision-making process in ages. Yet, I wasn’t truly happy with my phone. Whenever I’m at an event and use my phone to take photos, everyone else’s photos are always nicer than mine. I grudgingly accepted that my iPhone’s camera was so-so and that I won’t be able to take decent photos because I’m unwilling to spend the money required to get the latest and greatest iPhone. You’d think this wouldn’t be a problem for a photographer but it’s just impractical to carry my professional camera kit everywhere, so that’s not an option either. I’ve always heard people rave about the Android platform, yet I refused to read up on it because I just couldn’t be bothered. So I kept making the same decision and kept getting the same result.


Think about the products you use regularly. How many of them do you buy because that’s what your parents bought when you were growing up? The same mayonnaise? Perhaps the same washing powder? Do you even notice all the products in the same category when you’re at the grocery store? We buy so many products just because that’s what we’ve always done and because changing to a different brand would possibly require a bit of research, and definitely a lot of brain power. Who has time to do that nowadays? But think about what you could be missing out on. Over the last year, I changed my brand of foundation and bought a car from a different manufacturer. In both cases, I’m getting more for my money than if I’d stayed with my previous, dependable choices. And yes, in both cases I had to do research and take the gamble knowing that I might be disappointed.


Do you do this in business? Do you keep doing things the same old way because that’s how you’ve always done it? Making decisions on autopilot can be detrimental for business. Stop and think about this regularly. Look at your suppliers and what they bring to the table. Taking the time to examine your habits can lead to positive change. Many of my clients were fearful at the start. Trust is a big factor and gets built over time, but someone has to take the first step. I challenge you to spend some time thinking about every aspect of your business and how making different decisions can bring positive change and growth.


I’m here if you need to relook your content marketing strategy. We can use photos, videos and words to change the way your clients view you. Click here for more info, then phone me on 083 280 4468.


Until next time,

Marinda

Johannesburg, South Africa | marinda@heatwavestoryagency.com | +27 83 280 4468
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