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 Build employee loyalty through fair dealing. Let employees know that you appreciate their efforts. Reward them. With good news or bad, keep them informed and in the loop. Make everyone feel that they are a part of an important team doing honest work. It is much more cost and time effective to retain loyal employees than constantly hiring and training new employees. You need your core of loyal veteran workers to set the example and lead the way for new hires. Most consumers are not natural risk takers and will remain loyal to brands that consistently deliver a quality product or service. Thank them. It is much more cost and time effective to keep existing customers satisfied than to search constantly for new business. It is easier to sell to a loyal repeat customer than to try to sell to someone new. Loyalty is a two way street. To get it, you have to give it first. 
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