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The best way to build brand loyalty is to consistently develop high quality products and services. But beyond that you should develop a brand personality ... think Apple. Mac fans are very loyal and it is the combination of distinctive personality and high quality and innovative products that keeps them coming back. How can you give your brand its own personality? Create a brand profile and describe it as if it were a person. Then when you think about creating a new product or service, ask yourself would this "brand person" do that?