Branding is one thing and Sales is another. While both may go hand in hand for some time, for the long term you need to ensure the sales keep going up. So how do you do that? - Provide customer testimonials - Build credibility through honest experiences - Contribute towards adding value your customer wants - Focus on customer satisfaction and enhance their journey Remember, brand loyalty will mean nothing if it's not generating revenue.

To navigate the delicate situation of broad loyalty soaring while sales are declining, it's crucial tor reevaluate your pricing strategy to ensure that they align with customer expectations and value perceptions. No matter how loyal your customers are, a too-high price point will be a major turnoff, just like how the majority of Apple's customers do not buy the latest and greatest iPhone immediately when it launches (when the price is highest, over $1,000).

When brand loyalty is high but sales are declining, it's time to optimize your conversion funnel. Refine your messaging, align your value proposition with clear calls-to-action, and enhance the customer journey. By turning loyal engagement into actionable revenue, you can effectively bridge the gap between brand affinity and sales growth.

Loyalty high, sales low: A classic paradox. Beyond pricing and channels, look at value perception. Are you delivering on evolving needs? Reframe your offer: Highlight how your brand solves new problems. Market shifts demand adaptation. Activate your advocates: Turn loyalists into sales drivers via referral programs, exclusive previews, and user-generated content campaigns. Analyze the customer journey: Where’s the disconnect? Is experience failing at the crucial point of purchase? Look beyond satisfaction scores, and instead examine conversion rates.

Nesse caso, é importante ouvir o cliente para entender por que as duas coisas estão indo em direções opostas, quando deveria ser o contrário. Isso pode ser feito tanto por meio de pesquisas estruturadas quanto de conversas informais com os clientes de maior potencial. Quanto mais à vontade estiver, mais ele dará um feedback sincero.