Building Identity Loyalty Through Social Media

February 1, 2014

When a consumer deeply connects with a brand's values identity loyalty is created. Savvy marketers can use social media to help cement this connection by committing to authenticity, communicating brand identity, and inviting customers to co-develop brand identity. To begin this process, marketers need to create an internal loyalty framework that includes a positioning statement. The positioning statement should outline the brand's purpose, ideals, and value proposition, as well as the behavior of the target customer.

(Please see our "Also See" section to the right for the full PDF of this report.)


"Building Identity Loyalty Through Social Media." Google Think Insights, 2014.

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