These days, customers, myself included, aren’t as brand-loyal as we once were. I used to be someone who had to buy a specific product from a specific brand, no exceptions. But that mindset has shifted. Today, people are drawn to products that speak to them personally, offer meaningful value, or provide exclusive access or perks. Brand loyalty, once a given, is now fragile, always up for negotiation. In 2025, even the most established brands must continuously earn their customers’ trust and commitment. In today’s uncertain economic and social climate, brand loyalty is no longer guaranteed by habit or heritage. Customers are empowered by the abundance of choice, peer-driven reviews (hello, TikTok), and a growing demand for transparency. Even legacy brands risk being left behind if the purchase experience feels disconnected or if the brand’s storytelling no longer resonates. Loyalty can’t be assumed, it must be earned through relevance, consistency, and a compelling reason to return. Brand experience plays a significant role in shaping loyalty. I was speaking to a friend recently who, despite requesting an appointment three times at a luxury brand’s Paris boutique, never received a confirmation, barely an acknowledgment that the request had been received. She had been a loyal client of this iconic brand for years, but after a string of disappointing interactions, she decided to take her business elsewhere. Brand experience isn’t just about the product, it’s the entire journey: how you're discovered, how you're remembered, and how you show up across every single touchpoint. Storytelling is a powerful tool for customer retention, not just acquisition. People stay loyal to brands that reflect their values, tell meaningful stories, and offer something they can see themselves in. When done well, storytelling invites customers into a larger narrative, allowing them to feel like participants rather than just consumers. In the end, people don’t stick with a brand for the product alone, they stay because they believe in the story behind it. So, what can brands actually do to build loyalty in 2025? A few things stand out. Subscription models, membership perks, and exclusive product drops are becoming essential tools, not gimmicks, in cultivating a sense of belonging. Rather than relying on price or legacy status, brands need to make customers feel like insiders. Creating a private community, offering VIP access, or giving early access to new products can help lock in loyalty. People buy from people, and they want to feel connected and not just to the brand, but to the people behind it. Showcasing the human side of the business, the makers, the process, the behind-the-scenes decisions which builds trust and relatability. That’s the “it-factor” today: a blend of authentic storytelling, community, and content. And when done right, paid ads shouldn’t be the main attraction, they should amplify the organic moments that make the brand feel real. Loyalty isn’t won by chance, it’s the result of consistent, intentional brand choices that make people feel seen, valued, and part of something bigger. In 2025, the brands that thrive will be the ones that remember: loyalty is earned, not assumed. Bisous, Winy What I’m listening to: If you haven’t listened to our episode with Marine Tanguy of MTArt yet, this is your sign. Marine shares her powerful perspective on public art, representation in the art world, and how storytelling shapes cultural perception. Art that is inspiring my creativity: I recently learned about the Waterloo Center for the Arts in Iowa, which holds the largest public collection of Haitian art in the world. Their commitment to preserving and celebrating Haitian creativity is extraordinary and naturally, it’s a collection that’s close to my heart. The works are vibrant, symbolic, and deeply rooted in culture and storytelling. It’s a beautiful reminder of Haiti’s worldwide artistic legacy, and well worth exploring. As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative, is here to help! Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com
