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Loyalty Programs

How to Brand & Name Your Loyalty Program

Written by 
Brad Davis
February 1, 2023

When it comes to increasing customer retention and boosting brand loyalty, there’s generic rewards programs and then there’s branded ones. If you’re looking to create a culture among your customer base and develop meaningful emotional connections that run deeper than transactional discounts; your loyalty program should be on brand.

Not only does the right loyalty program add to your company’s personality, but it provides you with extra (and direct) lines of communication to individual customers. It reinforces your brand messaging and generally offers a more exciting shopping experience for your customers.

So… here’s how to name, brand, and market your loyalty program and retain more customers.

Top tips for branding your loyalty program

1. Give your loyalty program a unique name

it's a big deal
e.f.l.'s Beauty Squad loyalty program

First thing’s first: what’s your rewards program called? Don’t just call it [Business Name] Loyalty Program… how boring! By choosing special, thought-out loyalty program names, you make it stand out from other loyalty programs and distinguish it as more memorable. The right loyalty program name will also provide an easy way to reinforce your brand’s overall tone of voice.

Some good examples of original loyalty program names include:

  • Nordstrom’s “Nordy Club”
  • Pixi Beauty’s “Pixi Dust”
  • Kohl’s “Yes2You Rewards”
  • e.l.f.’s “Beauty Squad”

Branding your loyalty or rewards program all starts with choosing the right name. You can even take it a step further and assign quirky titles to every aspect of your rewards program, like bidet manufacturer TUSHY has done. Its loyalty program is called the “Clean Butt Club”, points are referred to as “Butt Bucks”, and you can earn “Extra Booty” by inviting “Butt Buds” to join… it’s all a little bit cheeky ;)

Whether your branding is playful, slick or perhaps more serious, you can reflect this in your loyalty program’s label, name, and branding.

2. Make your loyalty program a prominent part of your website

how to brand your loyalty program with a website explainer page
Image Source: Tenaga Kava

Whether your website involves ecommerce or simply contains helpful information about your brick-and-mortar store, it should have a dedicated loyalty program explainer page.

Include all necessary information but in as few words as possible, preferably with some vibrant imagery to make it easier on the eyes! Here’s our own Stamp Me Explainer Template that we offer clients as guidance:

Graphic tile with text and icons.
Image of Stamp Me sign up process.

Using Stamp Me’s loyalty app, Floridian business Tenaga Kava has a dedicated loyalty program explainer page on its website. If your business is known for snappy tongue-in-cheek copy in your product descriptions and advertising, be sure to inject this tone of voice into the content on your explainer page for consistency.

3. Weave your brand’s core values through the rewards themselves

how to brand your loyalty program with CSR
Image Source: GameStop

GameStop rewards its customers with additional loyalty points towards games, when they return/recycle their old video games and consoles. Special promotions include:

  • Buy 1 Get 1 FREE on “Playd” Xbox One games
  • 30% extra trade credit when you trade in PS5 and Xbox Series games
  • Up to $300 for select PS4’s or up to $200 for select Xbox One consoles

This component of the gaming brand’s loyalty program clearly aligns with GameStop’s commitment to reducing our environmental footprint. Good corporate citizenship can do wonders for customer loyalty.

Whatever your brand’s core values are, make sure they are reflected in your rewards program.

4. Keep your loyalty program simple – from signup to points accumulation and rewards redemption

how to brand your loyalty program with simplicity
Image Source: Foster City

Nothing puts customers off like overly-complicated processes and procedures. In the spirit of globally successful brands like Netflix and ALDI, try to make simplicity synonymous with your brand. Your loyalty program is a great way to reinforce this.

Foster City in California has launched a community-wide initiative for boosting customer retention and brand loyalty among local businesses, using the Stamp Me Loyalty Card App.The website explains the rewards program very clearly and succinctly, for an efficient and streamlined loyalty experience.

5. Use clever imagery with your brand’s colours and style

starbucks branded loyalty program
Image Source: Starbucks Rewards

This one is quite straightforward. Aesthetics are crucial when exploring how to brand your loyalty program. Notice how big-name brands always maintain the same look and feel across their shops, websites, digital loyalty apps, emails, social media pages and other touchpoints?

Consistency is key, and if you haven’t done so already, it might be worth sitting down to devise your brand’s chosen font, colour scheme and design style when branding with your loyalty program name. Customers will forever associate this aesthetic with your brand, and this helps to expand brand awareness among new customers as well.

6. Final tip? Include a loyalty program sign-up call-to-action on your customer receipts

Whether it’s a physical receipt or it’s sent via email, receipts are something that every customer is exposed to. This makes it another ideal avenue for broadcasting your loyalty program and incorporating it into your branding at the same time.

Consider designing your receipts in such a way that it features your company logo with a CTA for your rewards program and its chosen name, blended into it. You can even invest in an automated tool that calculates how many loyalty points a non-member could have earned for their purchase – this creates extra incentive to join!

Now that you know how to brand your loyalty program, let’s get started!

At Stamp Me Loyalty Solutions, we provide businesses of all shapes, sizes and industries with a convenient and affordable digital loyalty app that can be customized to reflect your unique branding.

Offer your customers tailored offers, personalized communications and enticing rewards via a sleek, user-friendly mobile app. For more information regarding how Stamp Me can help you brand your loyalty program, please don’t hesitate to get in touch. A friendly member of our professional team will be happy to assist. However, if you're ready to sign up, click the button below.

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