Malaysian brands, it’s how you make them feel that counts

In today’s crowded market, loyalty is no longer won by price or convenience alone. Malaysian consumers are sending a clear message: the brands they stick with are the ones that make them feel seen, understood, and valued. A survey of 150 everyday Malaysians by IDTG Asia sheds light on what drives trust and connection, and what could break it.

Emotional connection has become the new currency of loyalty. Small gestures such as a personalised message, a thoughtful response, or a recognition of milestones can turn one-time buyers into long-term advocates. The survey found that 77% of consumers say brand personality matters, while 40% feel genuinely appreciated when service is considerate. For marketers, this underscores a simple truth: every interaction, from website chats to social media replies, is an opportunity to create a human connection.

Shane Loh, founder and chief strategist at IDTG Asia said: "Starting from basics, addressing the customer by their names in every communication is simple but powerful. Every customer-facing interaction, from a WhatsApp conversation to the package a customer receives, is a chance to personalise, make it relevant, and delight them with small surprises."

"Actually, responding promptly to enquiries matters too. Nothing says 'you don't matter' quicker than being ignored," Loh said. She also told A+M that even when something goes wrong, connecting first and understanding the situation before talking policies can reinforce the idea that each customer is important.

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Relevance and relatability are equally crucial. Consumers are drawn to brands that reflect Malaysian culture, values, and everyday life. The study highlights that 53% of respondents find brands more relatable when they resonate with local culture, and 46% prefer brands that feel authentic. Whether it’s the tone of voice, visuals, or even product naming, brands that understand their audience’s context embed themselves naturally into daily life.

On this, Loh explained: "A brand's core message doesn't change, but how that message is translated into each local market's culture is where the opportunity to shine lies. Introducing ideas that help consumers weave the brand into their lives, understanding local nuances, engaging relevant local influencers, or running community events can all build deeper local resonance."

Consistency across all touchpoints builds trust, which in turn drives loyalty. Consumers quickly notice mismatches, between online messaging and in-store experiences, or between social content and customer service, and these gaps can damage credibility. In fact, 78% of respondents emphasised that brands must remain consistent across platforms, while 68% said trust is lost when mistakes aren’t acknowledged or addressed.

Speed and responsiveness have become emotional expectations. Consumers want prompt, thoughtful replies, not just efficient problem-solving. The survey showed that 63% feel acknowledged when brands respond quickly, and 67% are impressed when issues are resolved promptly and with care. Timely engagement signals respect and attentiveness, reinforcing the human side of a brand.

Omnichannel experiences are no longer optional, they are expected. Consumers want online and offline channels to work seamlessly together. About half of survey participants (54%) said they are frustrated when information online doesn’t match in-store experiences. Brands that audit the full customer journey, bridging gaps across touchpoints, can strengthen trust and future-proof growth.

Social media has emerged as a critical storefront. Discovery and purchase increasingly happen as consumers scroll through platforms filled with trends, reviews, and recommendations. But it’s relevance, credibility, and social proof that drive real purchase decisions: 78% of consumers are influenced by positive reviews. Brands that blend trending content with practical, useful, and informative posts turn attention into action and build meaningful relationships with their audiences.

Emotional resonance, consistency, and cultural connection are defining the next wave of brand leadership in Malaysia. The brands that thrive won’t just adapt to changing expectations. They’ll anticipate them, designing experiences that feel relevant, respectful, and real at every touchpoint, while ensuring every customer interaction reinforces that the brand is worth sticking with.

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