Amazon defines brand loyalty as a consumer feeling so positively about a brand that the person buys from that brand repeatedly instead of looking into competitors’ products. And that loyalty can be invaluable to a brand – because keeping a customer is 5 to 25 times less expensive than acquiring a new one.

To the degree that you can create a positive emotional connection and a sense of belonging between your brand and consumers, you can generate tremendous business value – including increased brand loyalty and, as a result, higher lifetime customer value.