Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones. Loyal customers tend to buy more, more regularly. And they will frequently recommend your business to others.

Here are 10 tips for you to consider if you are sincerely interested in having a business that is notable for its customer loyalty and referrals. I propose that these tried-and-true tactics with interpersonal strategies can deepen relationships with customers, establish greater levels of trust, and build stronger customer loyalty.

1. Understand the true purpose of marketing

Effective marketing is in large part about building trust and developing relationships.

The purpose of marketing is to "create and maintain a strong feeling with customers so they are mentally predisposed to continually choose and recommend you," according to Tom Asacker, author of A Clear Eye for Branding. Successful marketing also requires being relevant and unique, which brings us to Tip 2.

2. Identify and build your brand

We're not talking about your logo, marketing "look," or tagline, although you should have those tools in your marketing kit. Branding that builds genuine customer loyalty goes beyond what the eye can see. It's branding at the emotional, sensory, and gut-feeling level.

Your brand is what your business is known for, how you engage with customers, and what people can depend on you to consistently deliver. It's a compilation of your most-important strengths.

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Chintan Bharwada is a marketing expert who specializes in customer loyalty, retention, and acquisition. Reach him via and read his blog, Loyalty & Customers.