All you need is love? And trust. And convenience. How to build a lifetime of brand loyalty

He was speaking alongside Valentina Nũnez, head of brand engagement and marketing at British Red Cross and Alex Toft, general manager international, Moonpig. As it’s harder than ever these days to turn a single customer action into a lifetime of brand loyalty, the panel explored how brands and organizations can create long-lasting emotional connections through value and experiences that matter to their consumer.

Because putting in the time delivers the dime: Adobe research shows that 37% of consumers would stay loyal – and 23% would spend more – with brands that build their trust. As Brighton says: “It’s better and more efficient for a brand to retain a customer, build loyalty, and have them become an advocate than it is to continually try to find new customers.”

How tech can drive trust

Tech is key to delivering the personalized experiences that today’s consumers expect – the experiences that engage and build a relationship with them beyond an initial clickthrough.

But the first challenge for marketers is to make sure they’re on the same page as their consumers. Adobe’s research shows a glaring gap between what brands think they’re delivering and what customers actually expect.

A lot of brands believe that simply getting the customer’s name right is enough for personalization, but that’s just not enough, warns Brighton.

And marketers can’t waste time closing that gap: the role of AI in enhancing personalized experiences is raising consumer expectations every day. But that doesn’t mean it should be a front and center box-ticking exercise: AI should be used to create a seamless experience rather than overwhelm the customer.

Show, don’t just tell, your brand purpose

As well as using tech well, building trust through authentic storytelling and consistency is key, says Nũnez. “Find that thing that really differentiates your brand and focus on that,” she says. A case in point is British Red Cross’ new brand campaign ‘Here for Humanity’, launched in 2023.

Following consumer insight that highlighted how the charity needed to communicate a more single-minded approach, the campaign leans into what makes the charity stand out in a competitive space – the work of its emergency responders. By clearly showing the practical support that the British Red Cross provides, and the emotional impact of that support, the charity has built a deeper connection with its audiences, resulting in a much stronger performance in fundraising campaigns.

Be there in moments that matter

Customer retention is crucial for a business like Moonpig which could get lost in a competitive environment based on transactional, instantaneous customer need. And so, leveraging reminders and personalization are key tools in enhancing the customer experience with each interaction, says Toft.

He emphasizes the importance of focusing on why a brand exists, as the north star to building loyalty, explaining: “Our mission is to become the ultimate gifting companion. It’s important that we don’t just view ourselves as a traditional e-commerce site.”

Ultimately, by creating convenience and eliminating the stress of remembering important dates, Moonpig has been able to secure a loyal customer base.

Focus on the fundamentals

Beyond any tech wizardry or strategic mastery, the panel agree that brands build lifetime loyalty not only when they balance trust and convenience but, crucially, when they go back to basics.

“You can’t build trust if you don’t get the basics right – having the right data strategy and delivering timely, relevant experiences are crucial,” says Brighton.

Want to dive deeper into these insights? Watch the full session from The Drum Live at the top of this page and learn how to turn every customer interaction into a moment that builds lasting loyalty.