6 Tips for a Loyalty Program That’s 100% On-Brand

When you brand your loyalty program, you’re ensuring customers enjoy a cohesive journey, from discovering your products to earning rewards, all while feeling connected to your brand.

People are drawn to brands that have character, charm, and a consistent aesthetic. They want to be part of something special. So, how do you turn your loyalty program into an engaging experience that hooks customers in?

Here are some steps to get started:

1. Name Your Program

Your program name should be catchy, memorable, and completely in tune with your brand’s vibe. Think of it as your program’s “first impression.” A great name evokes the experience you want customers to feel. For example, Delta SkyMiles conjures the thrill of travel, perfectly matching Delta Air Lines' world-class service image. A strong name invites customers to join and talk about it with others which will help your program grow organically.

• Example: For a wellness brand, try names like “Glow Points” or “The Wellness Circle.” Both inspire a sense of health and progress, creating an instant connection to your brand’s values.

2. Design a Logo

Your loyalty program deserves its own visual identity. A logo that’s unique but still complementary to your main branding will help it stand out without feeling disconnected. Think about SEPHORA’s Beauty Insider program, which uses a logo that’s distinct yet fits perfectly with the Sephora brand. A well-designed logo builds familiarity, so customers recognize the program at checkout, in emails, or on social media.

• Example: A pet supply store might use a cute paw print in gold for a “Paws & Perks” program logo. It’s simple, appealing, and will stand out in all touchpoints.

3. Create a Custom Currency

Give your rewards currency a branded twist to make it fun and memorable. Starbucks uses “Stars” in their rewards program, connecting to their star-logo theme and evoking a sense of achievement. Branded currency keeps your program engaging and aligned with your brand’s story.

• Example: A coffee shop could call its points “Beans” or “Brews.” Something that sounds fun and cool in conversations. Would be cool to have your customers excitedly saying, “Just earned 100 Beans toward my next latte!” right? It’s creative, fun, and reinforces the coffee culture you’ve created.

4. Establish Tier Names

Tier names are an opportunity to show off your brand’s personality and make customers want to level up. A fantastic example is TUSHY - hellotushy.com - the sustainable bidet company, with their program “The Spray Society.” Their humorous tiers, like “Early Turd,” “Rising Fartist,” and “Top Plopper,” make progression entertaining and memorable while staying true to TUSHY’s playful brand identity.

• Example: For a coffee shop, you might have fun with tier names like “Freshly Brewed” for newcomers, “Daily Dripper” for mid-level customers, and “Coffee Connoisseur” for the top-tier fans. Or a pet store could go with “Paw-some Friend,” “Top Dog,” and “Leader of the Pack.” Fun, brand-aligned tier names motivate customers to stay loyal and move up the ranks.

5. Maintain Brand Consistency

Every detail of your loyalty program should feel like an extension of your brand. From colors to fonts and tone, a consistent look makes your program feel like a natural part of the customer journey. When brands like The Body Shop incorporate their classic style in programs like Love Your Body™ Club, it ensures customers feel at home, which means more brand connection and loyalty.

• Example: If your brand has a vintage style, carry that into your loyalty program with retro fonts and muted colors. This attention to detail creates a seamless experience, so customers feel the brand’s vibe every time they interact with your rewards system.

6. Build a Landing Page

A dedicated landing page is a must. It’s where customers can learn about the perks of joining, how to earn and redeem points, and what makes your program unique. A well-crafted landing page builds excitement and makes it easy for customers to dive into your program. Chick-fil-A Restaurants do a great job with Chick-fil-A® One, where customers can easily see the program benefits and feel inspired to join.

• Example: On your landing page, highlight testimonials from happy members, showcase popular rewards, and use eye-catching graphics to convey the perks of joining. This is your moment to show customers why your loyalty program is worth their time. Make it as vibrant and engaging as the experience you offer.

About Kangaroo Rewards

Our all-in-one, AI-driven loyalty and marketing platform reshapes the way thousands of businesses engage and reward customers.

Designed to amplify customer engagement and fortify retention and acquisition efforts, Kangaroo empowers your loyalty program from start to finish.

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