Personal branding with Bernard Kelvin CLIVE: Your competitor is just a click away: Brand Loyalty Diversion

It is often said that customers cling to a particular brand or product for years because of loyalty. And yes, brand loyalty exists. However, I am of the opinion that loyalty is not permanent. Desires change. Tastes evolve.

Opinions shift. Consumers grow. And when the brand no longer aligns with the consumer’s current needs and expectations, loyalty begins to diffuse — or what I call brand loyalty diversion.

There must always be a consistent match between what your brand offers and what your customers currently need. The moment that connection weakens, even slightly, switching begins. And remember something I keep saying: your competitor is just a click away.

Today, if a customer tries reaching you two or three times and you are unavailable, slow to respond, or inconsistent in delivery, they move to the next available option. They will not announce their departure; they simply switch. Even when customers feel attached to your brand, certain practical factors must still hold them in place.

Let me explain with a simple story.

A couple of years ago, I used a particular detergent brand. It was a quality product with a good fragrance, available in liquid and powdered forms, and the pricing was reasonable. The packaging was appealing and overall, it served its purpose very well. I was comfortable with it and had grown used to it.

Then something happened. The product gradually became scarce. You go to one supermarket; it is not available. You try another shop, still not available. You move around the market — same issue.

Now understand this: these are consumables. Fast-moving products. You cannot wait indefinitely. Clothes must be washed. Life continues. You cannot pause domestic needs because your preferred brand is missing.

So naturally, I tried an alternative. At first, there was hesitation. You compare mentally. You measure quality. But you still need something immediately.

So, I picked another brand. Interestingly, the alternative turned out to be good. The pricing was slightly lower, the quality was comparable, and the packaging was attractive. Most importantly, it was available whenever I needed it.

Gradually, I adjusted. Today, I still use that new brand.

Now think about this carefully. If I was so loyal to the previous brand, why did I move? It was not because the product was bad. It was not because I suddenly disliked it. I switched because it was not available when I needed it. Availability outweighed history. Consistency defeated familiarity.

This is how brand loyalty diversion happens.

We sometimes assume that because customers have used our product for years, they will automatically remain. That assumption can be dangerous. Loyalty survives on continuous value delivery, not past performance.

The moment you stop meeting immediate needs, the market does not wait for you. There are always alternatives, and once customers test those alternatives and find them satisfactory, their preferences begin to shift.

As brands and businesses, we must not relax and assume ownership of customers. No customer permanently belongs to you. They stay because you continually earn the right to serve them.

So, here are practical questions to reflect on as a business owner or brand builder: Are you consistently available where your customers expect you? Is your supply chain reliable? If someone searches for you today — physically or digitally — can they easily find you? Or are you unintentionally pushing them toward your competitors?

Truth is that, in fast-moving markets, especially with consumables and everyday services, loyalty is fragile. Unless you operate as a premium luxury brand where customers are willing to wait for exclusivity, most consumers will switch when urgency is involved. And today, urgency defines buying behavior.

The lesson from this detergent experience is straightforward: quality alone is not enough. Availability sustains loyalty. The moment you disappear from the shelf — whether physical or digital — someone else occupies that space. And once that space is taken and the alternative proves satisfactory, winning that customer back becomes much more difficult.

How Consumers Really Switch

We’ve all heard the notion that once a customer loves a brand, they’ll stick forever. But real-world behavior — backed by data — tells a different story: loyalty is conditional, not guaranteed.

Globally, about 69% of consumers said they remained loyal to specific brands in 2024 — but that still means 31% were open to switching when conditions change. And that number grows when price, quality, or availability fails them. (Amra and Elma LLC)

Let me bring this to life with what happened in my home just months ago.

A while back I went searching for a beloved beverage we’d enjoyed for years — a classic drink that every Ghanaian home seems to recognize. It had been part of our routine for so long that when we couldn’t find it in shops, markets, or even major supermarkets, it felt strange.

But our kids still wanted it.

Stockpiles at home had run out. So, we did what many would do: we went looking for an alternative.

Eventually, we found another drink — a product new to us but equally satisfying. It met our taste expectations, offered good quality and nutrition, and most importantly, it was available when we needed it.

Guess what? We didn’t go back.

Not because we disliked the original brand. Not because we suddenly developed some deep animosity toward it. But simply because it wasn’t there when we needed it. The new drink was. And over time, it became our go-to choice.

This reflects what research shows: consumers will try new brands when their preferred ones become difficult to access or purchase. Studies have found that when favorite products aren’t available, people quickly adjust their consumption to the readily available substitutes instead of waiting it out. (Phys.org)

In other words, availability greatly influences loyalty — not just emotional attachment. You can have a great product, but if people can’t find it, they’ll find another.

Milk on the Shelf — New and Popular

Another example happened with one of Ghana’s classic consumables — milk. A brand many of us grew up with became hard to find. Whether there was an actual supply issue or artificial scarcity created by distribution challenges, the result was the same: people struggled to find it.

Then something interesting happened.

A new milk — a brand that hardly ever appeared before — started showing up regularly in shops and markets. It became available, often at a reasonable price and acceptable quality.

Before long, many consumers — myself included — started buying it. Not because we’d planned to switch, but because that product was simply there. It met our immediate need — milk for breakfast, milk for tea, milk for kids. And once we got used to it, that familiarity built new preference. Over time, availability built new loyalty.

These behaviors are not isolated. Research shows that most consumers will switch brands due to cost, poor service, or availability issues. For example:

• About 60% of consumers switch because of pricing issues. (eCommerce Fastlane)
• 25% will abandon a brand due to availability challenges alone. (sellerscommerce.com)

And while 77% of people will choose familiar brands initially, a large portion — about 55% — admit their loyalty has changed in the past five years because something better, cheaper, or easier has shown up. (brandedagency.com)

What this tells you is simple: loyalty isn’t a static declaration — it’s a dynamic choice. It’s shaped by convenience, consistency, quality, and — most importantly — accessibility.

What this Means for Brands and Businesses

From the stories and the research above, here’s what you should take away:

1. Availability beats history: A loyal customer will switch if they can’t get what they need when they need it.
2. Consumers are pragmatic: Emotional connection helps, but practical needs like price, accessibility, and quality matter more in the moment.
3. Market dynamics are real: Just because you’ve had customers for years doesn’t mean they’re yours forever.

Brand loyalty today is fragile — not because people don’t care, but because in a world with endless choice and alternatives only a click away, needs evolve faster than ever.

When customers find something that meets their need now, and your product isn’t there, they simply adapt. That’s not betrayal. That’s consumer logic.

So, what then is the solution?

If loyalty can diffuse… if customers can switch… if competitors are just one click away… what should brands, personal brands, MSMEs, startups, and even established businesses do?

First, accept this truth: loyalty is maintained, not assumed. It must be earned continuously.

From the detergent. From the beverage. From the milk. The pattern is clear. When availability drops, loyalty weakens. When consistency breaks, switching begins. When visibility fades, competitors step in.

The market today is dynamic. Technology has accelerated comparison. Consumers have options. Information is instant. Delivery expectations are higher. Patience is lower.

If you call a company two or three times and they don’t respond, what do you do? You move on. If you request a quote and it delays unnecessarily, you look elsewhere. If a product isn’t on the shelf, you pick the next one beside it.

It’s not emotional. It’s practical.

So how do you protect and grow brand loyalty in this environment?

 Stay Visible — Even When You Think You’re Established

Look at global brands like Coca-Cola. They have been in the market for over a century. Everyone knows them. Yet they still advertise consistently. They still push campaigns. They still innovate packaging. They still show up.

Why? Because visibility sustains relevance.

Some brands relax after gaining market share. They assume everyone already knows them. That assumption is costly. The moment you reduce visibility; you reduce mental availability. And when you are no longer top-of-mind, you are easily replaceable.

Whether you are a personal brand, consultant, MSME, or large enterprise, ask yourself: are you still visible where your customers spend attention? Online? Offline? In conversations? In communities? In digital search?

Silence creates space for competitors.

Be Consistent in Delivery

Quality must not fluctuate. Supply must not be unpredictable. Service must not depend on mood.

In all the stories I shared, the brands that lost loyalty did not necessarily lose because they were inferior. They lost because they were inconsistent or unavailable.

Consistency builds trust. Trust builds habit. Habit builds loyalty.

If customers can confidently say, “Anytime I need this product, I will find it,” you have already won half the battle. But if they must guess whether you will deliver or not, you are training them to experiment with alternatives.

And once they experiment successfully, you have competition inside their routine.

Keep Improving — Don’t Live on Past Glory

Markets evolve. Consumer tastes evolve. Packaging trends change. Pricing pressures shift. Digital behavior advances.

If your product or service looks the same as it did five years ago while the world has moved forward, customers notice. Improvement signals seriousness. Innovation signals leadership. Refinement signals care.

Ask yourself: have you repackaged recently? Have you refined your offer? Have you improved response time? Have you upgraded customer experience?

Loyalty is reinforced when customers feel they are growing with your brand.

 Understand Urgency Is the New Standard

Today, speed matters. Ease matters. Accessibility matters.

Unless you are operating in a rare luxury category where customers deliberately wait for exclusivity, most products and services operate in competitive environments. In such markets, urgency drives decisions.

If you are not factoring speed, ease, and responsiveness into your business model, you may already be losing clients quietly.

Remember again: your competitor is just a click away.

In conclusion, brand loyalty only remains when needs and wants are consistently satisfied. The moment those needs are unmet — whether due to unavailability, inconsistency, poor visibility, or slow response — switching becomes easy.

So, rethink your positioning. Rethink your supply chain. Rethink your visibility. Rethink your customer experience.

Ask yourself honestly:

• Can customers find me easily?
• Can they rely on my delivery?
• Am I still top-of-mind in my space?
• Am I improving or just existing?

Loyalty is not a permanent title awarded to a brand. It is a continuous decision made by customers.

Stay visible. Stay consistent. Keep wowing your audience. Keep earning the right to serve them.

Because in today’s marketplace, loyalty does not disappear suddenly. It diffuses slowly — and then diverts completely.

The best is yours.

Remember, I’m your brand and publishing consultant.

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