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Glossary

All A B C D E F G I N O P R S T V W

A

Activation

Because a referral program is a mechanism to encourage your past and present customers, employees, agents and partners to refer you to their friends and families, you need to let them know that you have a referral program, what the rewards and incentives are and where they can find it.

We call this activation, and it’s one half of the marketing that you must do to make your referral program a success. Because if the people who would be willing to refer you don’t know you have a program, you may as well not even have one!

Activation involves sending messages to potential referrers such as by email, newsletter, text message, in-app messaging, pop-ups or floating CTAs, posts on social networks etc. telling them that you have a referral program, what the rewards are and providing a call to action to act now.

A good place to promote your referral program is where and when customer attention is at its highest, for example just after a purchase, when a customer is looking for their purchase or delivery confirmation or in the invoice or included as a leaflet with the packaging for a physical product.

Activation & Discovery

A referral program is unlikely to succeed without proper marketing support to let people know you have a program and to help them find it. We call that activation and discovery.

Automation

Using integration to automatically carry out processes associated with the referral program such as verifying and approving or disapproving referrals as having met or not met certain conditions

B

Booster Campaigns (or Flash Campaigns)

Another tactic to encourage more referrals, and particularly to encourage more referrals now, is to run a booster campaign. This is where for a short period of time extra referral rewards are offered to potential referrers for each referral.

For example, if the normal reward is US$25 for a confirmed referral, a brand may offer double rewards of US$50 for all referrals confirmed before 30 November. This not only increases the incentive to refer, but also by using FOMO can encourage action now.

C

Calls to Action or CTAs

Calls to Action are one of the fundamental principles of all marketing, and no less so in the case of a referral program. This is a call to the recipient to do something, and do it now. A CTA can be text on a page, a link, a button, navigation or a pop-up of floating CTA.

A good CTA will be very visible, be persuasive by offering a reason and incentive to do something, and do it now and remove any doubts or fears that a person might have about the wisdom of doing so. The CTA should be in keeping with your tone of voice but should also stand out from the rest of the information.

Cannibalization

Cannibalization is the concept that a sale would have happened even if there had not been a referral program in place. This is a common referral misconception, as the truth is that referral marketing drives incremental sales.

Perhaps organic or free word-of-mouth would have generated the transaction, or someone looking for a reward or incentive may look for someone who has a code and use that as if they had been referred.

There are many websites which try to earn rewards for ‘referrers’ by publishing codes and inviting anyone to use them. Of course, this is not a real referral as there is no ‘word of mouth’ and the referrer typically does not know the referred-in friend.

This can be tackled by adding referral caps or looking to block IP addresses or codes published on such sites.

Client Dashboard or Analytics Portal

Key to being able to run, manage and improve a referral program is to have access to accurate, timely and insightful data and analytics about the performance of the program, different campaigns and tests. A good referral program should include a sophisticated client dashboard that allows all this data to be interrogated, by period, by campaign and to be able to see the data in graphs and tables.

Customer Led Growth

Customer Led Growth, or CLG, is a marketing strategy that involves putting your customers at the center of everything you do in order to create the best product fit for your customers, increase customer satisfaction and use that satisfaction to drive customer growth through positive word of mouth marketing, like ratings and reviews and referrals etc.

D

Data Protection

Inevitably a referral program involves the collection and storage of some personal information, typically about the referrer and the referred-in friend. This can be as little as a name and email or phone number but can, on occasion, require capturing more data.

Typically this personal data is only required to be collected and stored to create unique referral links or referral codes to enable accurate referral tracking so that the program knows that customer A was referred by customer B. In most cases, this is all that’s required, and once the data is collected and the unique link or code created, a good referral program should be able to destroy the data and keep only a hashed data reference that’s matched to the link. The hash can even be required to be destroyed after a set period of time.

In most cases, the transaction with the referred-in friend occurs on the referred brand’s website or app or in a physical store or via a call center. So there are very few reasons why a provider should ever want to keep and have rights to use the data about your customers, and often when they want to do this, it’s because they want to market other services to your customers.

Due to the potential liabilities under relevant data protection laws and regulations, such as the GDPR and CCPA, this is something that you cannot ignore. While we recommend that you get your own legal advice, you may find that a referral program that requires a referrer to give personal details of their friends to a brand (name, email, phone number etc.) so you can contact them, may be in breach of these laws and regulations.

For this reason, good referral programs do not require this and only request that referrers share a link or code with a friend and invite them to come to your website, app, store and call center and voluntarily give that information.

While a personally written sharing message may be more convincing for the referred-in friend (‘Hey Bob, this is the great new phone service I told you about. Now if you do this…) etc. The reality is that many referrers don’t have the time to write a message for each referral or don’t know what to write.

This is why good referral programs typically offer a default sharing message that the referrer can just send ‘as is’. Often there’s the option to amend or personalize that message a little or delete it and type out a bespoke message. Of course, the default message can also provide an example of what to write, which can inspire the referrer.

Discovery

Discovery is the other half of the marketing you need to do to make your program a success, because once people know you have a referral program they need to be able to find it easily and fast, without too much effort. Discovery means that the program can be found where potential referrers would expect to find it such as:

Prominently positioned on your home page through:
- - Service pages
  - Apps
  - FAQs
  - Navigation links
  - Callouts
  - Banners
An indexed and easy to remember URL that can be found in a search engine e.g. yourcompany.com/refer (hopefully you’ll be communicating that in the Activation you’re doing so people know where to look).

E

Eligibility Criteria/Conditions

A good referral program will have clear and accessible eligibility criteria to state who can refer and who can be a referred-in friend. The purpose of this is to protect your program and only pay out rewards and incentives for confirmed and valuable referrals.

For example, you may decide that only existing customers can refer, perhaps requiring an identifier (phone number or loyalty scheme number) to participate or by hosting the program behind a customer login. Others may be open to anyone referring and have an open program.

Some programs may stipulate a referral cap or limit on the number of referrals a referrer can make over a period, or over a lifetime. Most programs ban self referral, and many require that the referred-in friend must be a new customer, or one not having bought from you within a certain period of time.

F

Friend Landing Page

Where, in order to comply with relevant data protection laws and regulations, your referral program only requires a referrer to share a code or link with a friend, you will have no idea who that referred-in friend is, unless and until they complete a transaction with you and volunteer personal information.

Because of this, some referral programs have an intermediate step, which is a friend landing page, where the referred-in friend is invited to sign up to participate in the referral program before completing a transaction, thereby volunteering to give over personal information and consent to marketing from you.

The importance of this is particularly where the referred-in friend doesn’t convert immediately, because he or she wants more time to think about the transaction, or where it’s a considered purchase or the friend is currently locked-in to a contract with another provider. Without a friend landing page to capture this information, the referred brand will not know who the referred-in friend is or be able to communicate with or market to him or her.

You should be aware why your provider wants you to input a friend landing page because in some cases it’s because the provider also wants to gain access to and the right use to the personal information of the referred-in friend in order to market other services. In this case, you should refuse that option.

G

Gamification

Gamification means introducing some common game elements to make referring fun and provide an incentive for potential referrers to refer more.

Gamification often works best with money can’t buy fan prizes like backstage passes. But the only limit is your imagination.

Through Buyapowa’s gamification engine, a number of engagement boosting tactics can be employed, for example:

Prize Draws: Every referral is a ticket. A handful of big prizes drive mass participation and excitement.
Leaderboards: Bring healthy competition and give top performers recognition without excluding the middle.
Milestones: Reward visible progress and the addictive pull of “just one more” at 3, 5, 10, or 20 referrals.
Quests: “Three referrals in thirty days.” A clear deadline, a clear goal, and guaranteed rewards.
Streaks: Encourage consistent engagement, like one referral every month for three months.
Traffic Channels: Broaden the funnel by rewarding clicks and shares, not just confirmed referrals.

I

Incentives

When we talk about incentives, we mean the inducement or reward that is given to the referred-in friend when he or she completes a transaction that has been tracked to a referral.

The incentive can be anything you want provided it has value to the referred-in friend and is likely to encourage that person to complete the transaction here and now. Inducements can be special discounts, early access to a new release, access to limited stock or, similar to a referral reward, can be cash, vouchers etc.

A good incentive will often be something that is only available via the referral process and not available elsewhere. Sometimes, it’s only available for a short period of time, creating the Fear of Missing Out (or FOMO) and encouraging immediate action.

The impact of incentives for the referred-in friend should not be underestimated. As well as making the friend more likely to convert, research from Harvard showed that the presence of an incentive for the friend made a customer more likely to refer.

Incremental Sales

Allied to the concept of cannibalization is incremental sales – how many more transactions happened due to the referral program above and beyond the sales that would have happened anyway. This is hard to measure definitively, but having historic sales and trend data may help provide an answer.

Although, incremental sales are not only from new customers, but also include extra sales to existing customers. And where referral rewards are discounts on future sales, loyalty points, gift cards or temporary access to premium content, these may also generate incremental sales from existing customers.

Integration

The process of integrating a referral program with other systems and technologies that you already have set up. A good referral platform will be compatible with most CRMs and data management platforms. The purpose of this integrition would be, for example to confirm that post referral completion conditions have been met and automatically trigger the payment of a referral reward and/or incentive.

N

Very simply, the easier you make it for referrers to refer your brand, the more referrals you’re likely to get. So as well as offering the option of default sharing messages, you should allow potential referrers to refer by any legal method they want to. So in the case of a referral from a mobile phone, you should allow native sharing to let you customers share using all the apps on their phone such as Facebook Messenger, Whatapp, Viber, Telegram as well as email apps like Google Chrome. The beauty of native sharing is that it can be done in a few taps!

M

Managed Service

A managed service is the expert support layer that complements referral technology, ensuring a program is designed, launched, and optimised effectively. Rather than just providing software, it delivers ongoing strategic, operational and analytical support from specialists who understand what drives results. This matters because it shortens time to launch, improves early performance, prevents common mistakes, and keeps the program evolving through continuous optimisation.

O

Offline Referral Program

Some referral programs operate wholly or partially offline. In fact, before the advent of digital technologies, all referral programs were offline.

Omnichannel Tracking

Where a referral process is not entirely and exclusively online, part of the customer journey may be carried out offline. For example, perhaps a financial brand requires that a referred-in friend calls or is called by a financial advisor to ensure that the product is appropriate and all disclosures have been made. Maybe the friend will receive the recommendation online but actually purchase the product in a physical store. In either case, to validate the referral and pay out a reward, the online referral will need to be attributed to the offline event, or vice versa.

There are many different ways in which this can be done, such as by using a unique code that is declared when making the purchase, perhaps via a QR code, or by post purchase declarations. Space doesn’t allow a full discussion of the options here, but let’s just say that there are ways to achieve this and we’d be happy to speak with you if you’d like to know more.

One Touch Referrals

Buyapowa’s One-Touch Referrals gives every referrer a personalised QR code linked to their referral journey, so they can trigger a referral in the moment—no swapping contact details, no copying links, no delay. Friends scan, tracking is preserved, and rewards flow to both sides once confirmed. It turns everyday conversations, workforce touchpoints, packaging, emails, and events into instant, attributable referral channels.

Online Referral Program

An online referral program uses digital technologies to allow a customer or other referrer to share a message about your brand with a friend. The referral program is often hosted on a website, mobile website and/or app, and a referrer can typically participate by sharing directly from the website or app with a referral link or code.

Often the whole referral process will be online including the referrer sign up, sharing, friend participation, transaction, transaction confirmation and reward payout will happen digitally.

One-sided Referral Programs

A one-sided referral program is where only one of the referrer or referred-in friend receives a reward or incentive for each.

P

Partner Programs

A partner program combines many of the elements of a referral program and an affiliate program, but is where your brand leverages third party brands or companies to market your product or service to their audiences of customers or followers. That may be because you have similar audiences and the partner feels that your product or service would be a good fit for its audience, for example a pet food manufacturer promoting third party pet insurance.

A partner program may be one-sided where, say, your brand is promoted by the partner but you do not promote the partner’s product or service. Or two-sided, where both partners commit to promote each other to their respective audiences. Either way, a partner program needs an effective tracking and payment system such as the Buyapowa partner marketing platform.

Pending Referral

Where a referral program has post completion conditions, referrals which have been made but where the post-completion conditions have not yet been met will typically be classed as ‘pending’.

Showing a pending referral status can manage the expectations of the referrer and prevent calls to your customer support to enquire about a referral. A good idea is to communicate with the referrer by email to let him/her know that the referral is pending and how long it typically takes to be confirmed, and/or to have a referrer dashboard where a referrer can consult the status of all referrals made at any time.

Another reason to do this is that, on seeing a pending referral, a referrer may be able to encourage the referred-in friend to take the action required and complete the referral.

Pop-Ups or Floating CTAs

These are banners that pop up, under or over or appear after a stage in a customer journey. For example, after leaving the website or completing a purchase, a banner may appear encouraging that person to refer a friend. This can be one of the most effective forms of activation

Post Referral Completion Conditions

Especially in industries where referral rewards and incentives can be generous, this is a condition that protects value for you and prevents rewards and incentives being paid out for transactions that turn out to be low value or, even, worthless.

Typically rewards and incentives will not be paid out unless and until any cooling off period has passed where the referred-in friend can return or cancel the purchase. Often a stipulation is put that the referred-in friend must take some action post completion, such as pay two insurance premiums, pay a telecoms bill or pay salary into a checking account etc.

To operate post completion conditions, a brand needs to be able to integrate its referral program with its back end where these actions are recorded and be able to confirm these to the referral program to authorize the payment of the right reward.

Preventing Abuse or Fraud

Unfortunately human nature means that when you offer a valuable reward or incentive, some people will try and get the benefit of that reward or incentive without providing anything of value in return.

Abuse or fraud can range from everything from criminal activities, such as using stolen credit cards, to self referral or to people referring a friend who has no intention of ever using or paying for the product or service but who just transacts to get a reward. In the last case, that often means that the referred-in customer deliberately cancels the service or returns the product within the trial or cooling off period or never pays for the service or product.

A good referral program will have measures to identify and prevent such abuse or fraud, but the best protection is typically to delay the payment of any reward or incentive until post-completion conditions have been met.

R

Referral

A referral is when a person, often a current or past customer, tells a friend, colleague or family member about your brand and recommends that he or she buys your product, try your service or sign up for a free trial etc.

It’s basically positive word of mouth or a recommendation that is targeted to drive an action. That action is often a sale or subscription, but could be any other event that has value for you, such as an app download.

What makes it so valuable is that:

It’s typically from some who knows the recipient of the referral, and so it’s more likely to be seen by that person (e.g. you tend to read text messages from friends)
It’s often convincing because the referrer who is recommending your brand typically has actual experience of using your product or service
It’s trusted, due to the relationship between the referrer and the recipient (e.g. between friends and family members)
And it can be very targeted, as the referrer often knows both your brand and their friend’s needs and tastes very well.

Referral Cap

This is the maximum number of referrals in total and/or value a referrer can make or can make in a certain period of time or over all time.

Referral Code

An alternative to using a referral link is to use a referral code. This is a unique code that is created for the referrer and sent to the friend. To earn the referral incentive, the referrer is required to input or declare this code as part of the check-out process. Provided the referred-in friend remembers the code and applies it when buying, the referral can be attributed to the referrer.

This is a unique code that is created for the referrer and sent to the friend. To earn the referral incentive, the referrer is required to input or declare this code as part of the check-out process. Provided the referred-in friend remembers the code and applies it when buying, the referral can be attributed to the referrer.

The need to input a referral code to obtain a referral incentive can be another great reason to offer an attractive friend incentive. Also, ideally the code will be easy to remember, such as a name or email, rather than a complex string.

Referral Dashboard

A referral dashboard is a personal dashboard for each individual referrer that lets him or her login and see the status of their referrals and find sharing links and sharing buttons. It also provides a great opportunity for you to resell the reasons to share, such as the availability of tiered rewards, booster campaigns and gamification etc.

Referral Funnel

The referral funnel maps every stage of the referral journey, from a referrer sharing through to the friend’s conversion, confirmation and reward. It shows where engagement is strong and where drop-off occurs, helping brands focus their optimisation efforts. By analysing each stage, you can improve conversion and increase total referrals. Watch the overview video here.

Referral Link

One of the most common forms of referral tracking is to use a unique referral link that is shared by the referrer. If the referred-in friend clicks on the link, the link can be tracked with a cookie. If the referred-in friend completes the transaction with the cookie in place, then the referral can be attributed to the referrer.

Ideally the terms of the referral program will provide an attractive incentive that will only be available if the friend converts using the link. Another good reason to provide a friend incentive!

Referral KPIs

Referral KPIs are the key performance indicators that measure how well a referral program is performing and how it evolves over time. They include metrics such as referral rate, conversion rate, incremental value and customer lifetime value. Tracking and comparing these data points over time or against industry benchmarks enables brands to understand effectiveness, optimise each stage of the referral journey and prove ROI.

Referral Program (A.K.A. Customer Referral, Refer a Friend, Invite-a-Friend, Tell-a-Friend, Tell-A-Pal, Member-get-member etc.)

At its core, a referral program is a simple mechanism to encourage referrals. It usually targets people who have or had a connection with and had a positive experience with your brand, such as current and past customers, employees and agents and partners. In other words, it’s a means of harnessing the positive sentiment those people have towards your brand to turn that into a customer acquisition channel.

The key elements of a referral program are that:

It’s marketed by you (‘the brand’) to your customers etc. (for example by email, on your home page, in your app or client area, in-store etc)
It asks them to refer you to friends, family and colleagues etc (‘Call to Action’ or ‘CTA’)
It offers enticing rewards and incentives for each successful referral
It provides them with a safe and easy environment from which to share with their friends; for example allows them to share in a couple of clicks from your app or mobile site using native sharing
Rewards and incentives are only paid out when the action that is rewarded is confirmed, such a purchase being made and not canceled in the cooling-off period

Referral Rewards

When we talk about rewards, we mean the reward that is paid out to the referrer as a thank you for a referral that has been tracked as being due to the efforts of that particular referrer.

For example, thanks to a tracking link, referral code or other evidence, we identify that customer B came to your brand as a result of customer A’s recommendation. So we pay a reward to customer A.

A key concept is that the referral reward is a thank you to a person, often a loyal customer, for taking the effort to recommend you to a friend.

Rewards play a key role in encouraging referrals as, as explained by Yale University, a referral reward can overcome the psychological barriers to a referral, namely that a referral could turn out to be bad.

Technically there’s no requirement to even offer a referral reward, but on the whole we recommend having one, as it will tend to increase referrals and, on the basis of fairness, if a customer refers you a friend who is worth US$1,000 to you – perhaps a little thank you wouldn’t go amiss. And a reward can also encourage that referrer to refer again and again.

The rewards can be anything you want, provided it has value for your referrer and encourages referrals. Typical rewards include cash, vouchers, gift cards, loyalty points, discounts off next purchases, product, product samples, cinema tickets, or even non monetary status symbols like an ‘expert badge’.

And finally, your rewards should be a thank you commensurate with the effort involved and the value of the new referred-in customer. You shouldn’t be so generous that customers quit their jobs and try to make a living recommending your product or service to people they don’t know. That’s more like affiliate marketing!

Referral Tracking

Referral tracking is key to a referral program. It’s how you know how many referrals you got from the program, how many converted into paying customers, who referred them and who should be paid a reward and what reward they should be paid. Without effective referral tracking you’re effectively flying blind.

Referral tracking typically relies on either referral links or referral codes and can be configured to track the various stages in the referral user journey from referrer sharing, friend visit, friend sign up, friend purchase, purchase confirmation, and reward payout.

Referrer

This is one of the key actors involved in a referral. It’s the person who recommends your brand to another person by sharing a referral link or code, or telling them to go to your store and quote their reference etc.

The main difference between a referral from a referrer and general word of mouth, for example recommending a brand to a friend at a Sunday barbecue, is that the referral is usually targeted at driving a particular action for a specific product or service from a named brand, and is often done on the understanding that there will be a reward for the recommendation. Whereas, with word of mouth, the recommendation is often made to be helpful or appear knowledgeable without any expectation of reward, other than a thank-you.

Referred-in Customer

A Referred-in Friend or Referee becomes a Referred-in Customer when they complete a transaction with you. It’s a subtle point but it’s the difference between having the name and email of someone who’s been referred to you and having an actual referred-in customer who has paid for your product or service.

Referred-in Friend (A.K.A Referee)

Referred-in friends are people who have been referred to your brand by a referrer. Depending on how you have set up your referral program, you may or may not know who they are (e.g. does the referrer give you their name and contact details, or does the referral just share a link etc.) and may or may not know who referred them.

For example, if you don’t have a means of capturing the details of the referred-in friend, such as by having a friend sign-up page as part of the referral journey, you may not know the name and details of the referred-in friend until they complete a transaction with you.

Likewise, if you do not have an effective means of referral tracking set up, you may not be able to identify and reward the referrer, i.e. the person who sent them your way.

Reminder Emails or Nurture Sequences

Linked to the concept of a friend landing page, there are occasions when you might want to send reminder emails or nurture sequences to referred-in friends who have started but not yet completed the transaction process. Provided you have captured personal contact information and the right to contact them, you can send them reminder messages to remind them the offer still awaits them, maybe even offer a special booster campaign if they convert before a certain time and to generally reinforce the merits of your product or service.

This can be particularly important for considered purchases, where a referred-in friend needs time to make a decision or where that person is currently locked-in with another provider.

Reward Choice

We refer to reward choice but we could say reward and incentive choice.

The basic premise is that not all rewards and incentives are attractive for everyone.

There’s an eventual limit to the number of Amazon and Spotify vouchers you can use in any period of time, and the attractiveness of another identical reward can be expected to diminish when you already have lots of them.

But even more simply, some rewards don’t appeal to some people. For example, if you’re in the United Kingdom and you refer someone to a US brand, a US$ pre-paid visa card or Amazon US card will be of little value or use to you.

So a good referral program will allow the referrer and referred-in friend to choose the reward and incentive they want from a selection of options. Even in the case of cash, a referrer may want to donate the reward to charity.

Reward Payout

In the context of a referral program, this means the payment of a reward or incentive for a qualifying referral to referrer or referred-in friend.

A good program will only pay the reward or incentive once the transaction has been confirmed. And while some simple referral programs only pay one reward regardless of the value of the referred-in friend, a good program will determine the reward or incentive according to the value of the referred-in friend, and may offer a choice of rewards.

Reward payouts are often sent digitally by email or text message, but on occasion are sent by mail or can be picked up in store with a code.

S

Saas Plus Service

SaaS plus Service combines a scalable software platform with hands-on expert management. It gives brands the flexibility and automation of SaaS alongside the human guidance needed to tailor, maintain and grow a referral program. The result is a complete “tech + team” solution that ensures every element—from setup to optimisation—is handled effectively.

Self Referral

This is a type of abuse or fraud where a customer tries to refer himself or herself to get a reward and/or incentive and is particularly common in retail referral programs where the reward or incentive is paid out immediately, such as by applying a discount to the purchase.

A common example is where a customer sends a referral message from one email, say yourcustomer@gmail.com , to another email they also own or control, say yourcustomer@hotmail.com and clicks through and completes a purchase at a discount. As a brand, you don’t get a new customer and you’ll have the costs of any reward or incentive.

As referral programs are all about getting a customer or other person to share a recommendation with a friend, family member or colleague, the referrer will need a message to explain to the referred-in friend what this all about, why they should do this and do it now and what’s in it for the friend (and even for the referrer). Typically this is done via a sharing message, which can be written by the referrer or be a default sharing message.

T

Tiered Rewards, Stretch Targets or Milestones

In order to encourage referrers to refer again and again, a common tactic is to offer tiered rewards or rewards based on stretch targets or milestones. For example, if a referrer has successfully referred one friend, he or she could be reminded that a tiered reward or extra reward is available if, say, 3, 5 or 7 friends are successfully referred.

For example, a referral program could provide that US$25 is paid to the referrer for each successful referral, but on the third successful referral a pair of cinema tickets will be added to the reward payout of US$25. So on reaching three confirmed referrals the total rewards earned will be US$75 plus 2 cinema tickets. And so on. The idea is to keep potential referrers interested in referring again.

Two-sided Referral Programs

A two-sided referral program is where both the referrer and the referred-in friend receive an incentive or reward for completing the referral.

V

Viral Loops

A viral loop is a growth marketing concept whereby you can achieve exponential growth by getting your customers to refer you to other potential customers. In a viral loop, new referred-in customers also have a positive experience with your brand and, in return, are also likely to refer your brand to their friends, family and colleagues and so on. This can create a self perpetuating growth engine.

W

Welcome Offers

Welcome Offers are incentives designed to encourage new or switching customers to complete their first action, such as signing up, depositing or making an initial purchase. They reward customers at the start of their journey, improving acquisition, conversion and early engagement. Buyapowa’s Welcome Offers solution provides a wide choice of digital rewards, seamless delivery and measurable performance across markets.

White Label

By white label, we mean that your referral program should be completely on brand and appear as you, with your colors, logos, fonts, tone of voice etc. This is essential to encouraging trust with referrers and referred-in friends. And that’s so important because referral is all about the relationship between a brand and the customer.

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