Brand Love - Is There Such a Thing?
There are many brands I like and sometimes buy but they are not brands I would call friends or say I love. They are more like people you meet in the pub and spend a pleasant evening with; you enjoy their company but it is at a superficial level. However, there are a handful of brands I feel I have a deeper relationship and connection with. I like what they stand for, they are trusted friends and I have experienced some good times with them. Okay I do buy other brands from the same category so I am not 100% loyal to them but the brands I Love I regularly buy and they are the brands I would recommend to friends and am an advocate for.
Therefore Brand Love to me is about friendship and this means I will have no hesitation telling other people how good the brand is. So in my view there is such a thing as Brand Love.
The next obvious question is - what needs to happen for someone to fall in love with your brand?
I think falling in love with a brand is similar to falling in love with a person and there are 6 things you need to do and get right.
Physical attraction - grab attention with, for example, wonderful packaging, beautiful gift boxes and stunning creative. In the world of drinks I believe in ‘Love at First Sip’; there are some brands that taste so great that one sip is all you need to start the relationship.
Emotional attraction - be clear what your brand stands for, its values, personality and what makes it different. A deeper relationship will begin to evolve as an emotional bond starts forming.
Hang out and show up in the right places - know who your consumer is and where they might experience your brand. Then make sure you are in these places.
Have memorable experiences together - deepen the connection and relationship by providing experiences your consumers will enjoy, remember and tell their friends about.
Keep the flame burning - bring new things to talk about and enjoy, for example new products, promotions and stories.
Always listen - like in any good relationship listening is very important. Listen to what your customers and consumers are saying, acknowledge it and if possible react.
If you would like to explore what Brand Love means for your brand or just find out what brands I love please do not hesitate to get in touch with me. I’m no relationship expert but might just be able to help you from a brand perspective!