All major brands try to get their customers to be loyal to their brands. This should be called brand loyalty.
Cult Brands focus on being loyal to their customers. This should be distinguished as customer loyalty.
Do you see the difference?
Brand loyalty and customer loyalty are usually used interchangeably, but the above distinction illuminates two very different orientations.
Cult Brands focus on serving their customers; they earn their customers’ loyalty by creating superior experiences for their customers. The more devoted an organization is to their customers, the more loyal their customers will likely be to the brand.
Loyalty is a result—a consequence—of better serving your customers than anyone else. You don’t need to create new loyalty initiatives; you just need to align your organization with the needs of your customers.