What Most Companies Misunderstand About Brand Loyalty

As the year starts, every product or service selling company is asking themselves how they can increase revenue and it comes down to customers.

The most effective way for companies to continue to grow is to increase new customers while retaining existing customers for longer (we're assuming prices won't skyrocket, but that's a different conversation). More customers solves short-term problems, but I like to focus on retaining customers which solves long-term problems. In the last 13 months, there has been a massive decline in social media audience trust that smart companies are focused on winning back.

Losing audience trust can translate into loss of customer loyalty, but most companies misunderstand how that has evolved with the internet and social media.

What Most Companies Think Customer Loyalty Means

Most companies thing customer loyalty means that a customer will choose their product or service over better options at the same price or comparable options that are cheaper, and they aren't wrong, but misunderstand why.

Many companies believe that customers should choose them because they believe in the company. Large businesses spend ungodly amounts of money crafting the "perfect" company Values or Mission Statement or Purpose, but consumers see right through the corporate speak and look at what the company does for them instead. If those finely crafted public statements aren't backed up with actions that reflect them, then the customer will find someone else.

In the internet age, most consumers are looking for quality within their budget based on reviews and the brand is barely looked at except for vanity metrics.

How To Build Authentic Customer Loyalty

If you're looking to build customer loyalty in 2026 with an online business, look no further than Alex and Leila Hormozi.

Last year, they broke the Guinness World Record for sales of a non-fiction book in a weekend through tactically genius marketing and a an incredibly loyal audience. They built this loyalty by giving away valuable content, tips, and tactics for free that most other companies would charge for. People who consume their free value, put it in action, and see results line up to purchase because the Hormozis have already helped them so much.

Loyalty comes after trust, and trust is built by what you give away that you could charge for.

Customers become loyal to companies that continue to show up for them for free, whether they make a purchase or not.

Am I saying don't sell anything? No.

Am I saying don't make a profit? No.

But I am saying that in 2026 with social media and newsletters to give away more free information and value than ever before, then watch as customers turn into true fans and advocates.