My Dad, when he was alive, purchased a car every two years. That brand of car was Oldsmobile. My ex-husband will only buy one brand of laundry detergent, Tide. When I have any kind of ache or pain, I reach for the Advil. 

These are examples of brand loyalty. These companies spend millions of marketing and advertising dollars to maintain their brand awareness. Also these are national brands. They have been around for years, we all grew up with them. Even though other products on the market my be able to do the job, they will never get noticed, because once a product has your brand loyalty you won't purchase anything else.

The Mom & Pop establishments. These are local brands. The corner store you go to when you forgot to buy sugar at the grocery store. Your nail shop, where you get your mani and pedi done. The hair salon, that makes you look fabulous. When the car dealer charges way too much for that repair, your local body shop. Your local hardware store that always has a knowledgeable person available to help you with advice regarding  your home repair. You wouldn't dream of going elsewhere for these services, because you trust them, and they know how to take care of you.

Are your customers loyal to your brand? If not, work on building your brand loyalty.