Motivation and loyalty

There’s a slightly difference between motivation and loyalty. Both of them decide the purchase, but it’s only one of them that thrives brand building in the long-term.
When a customer wants to buy a product, there are two classifications—among others—that drive the sale. On the one hand, a purchase can be made based on a motivation that the company generates intentionally to increase sales. Here we can talk about pricing, placement, promotions… Alas, it’s just a concrete motivation for a concrete product.
On the other hand, the most consistent way to generate a sale is through loyalty, which at the same time generates a motivation. The consumer is willing to buy a product in behalf of that loyalty to the brand. In this case, the brand doesn’t need to create a motivation because is the loyalty itself the one generating it.
People can be motivated to buy your services, but that doesn’t mean they are loyal. If they would, motivation would come with it. Not the other way around. Because having to rely on an incentive to motivate a purchase, that’s not loyalty at all.
Creating a motivation is influencing the behavior of a customer in a particular time. And that only works in the short-term. Hence, you shouldn’t build a brand from there. It’s a trade-off, not a brand.