Brands today add up to more than logos, labels, and hood ornaments. When you take a closer look, it is apparent that most humans are completely in love with something besides their families—their stuff. All of a sudden, branding just got a whole lot easier. It is an era of love branding—building loving relationships through brands.
Carol Dahlman first wrote about this concept in her book, Love Branding, where she describes the process for making people fall in love with your brand; how to get your brand more closely connected with customers. Let’s figure out why love branding has such an impact.
What Works in Brands We Love
When you consider brands that are already beautifully established in the marketplace, like Starbucks and Amazon, consider what it is that works. Consumers have developed an emotional connection based on longevity, loyalty, consistency, and everything they have come to love about these brands. A coffee fix is more than just a cup of joe…it is a love affair, a companion people connect with, and a relationship people won’t be getting rid of anytime soon. These brands people have come to love are the brands that foster emotions; make people feel a certain way.
How Do We Take Our Brands There?
For smaller businesses, love branding for new products requires a little more work, a thought process, and a digital marketing agency that wants to tell your story to the world. The goal of small entrepreneurs should be to dig deep into the minds of their prospects to learn their passions, create a special bond, and make a love connection. You must create a brand that makes your customers feel riveted, have passion, and become committed. Remember, it is a romance. As with any relationship, this love branding concept requires nurturing, bonding, and establishing a connection that will last. Your goal is to convince consumers to engage in the love and passion behind your brand—a brand that offers a little romance along the way.
Making the Love Branding Connection
Start with a philosophy that stems from your beliefs, values, personality, and vision, and turn that into a love branding strategy that inspires your customers. Love branding is a process. It begins when you establish relationships, cultivate them, keep them happy, and grow them into something great. Successful love branding relies on a foundation of strength and resilience. It is deeper than the value of “products and services.” According to Dahlman, “You achieve branding success by understanding how humans relate to each other.”
In his book, Romancing the Brand: How Brands Create Strong, intimate Relationships with Consumers, author Tim Halloran believes that successful marketers have to do more. He says that emotionally committed, long-term relationships will keep customers coming back for more and, like Dahlman, he also describes just how to get your customers to fall in love with your brand.
Take a look at what consumers love today! Note what it is you think works. Gather your ideas. Work with a cutting-edge agency to figure out your story, and let them find a way to tell it. Contact BrandBlasting today and find out how you can make the love branding connection, from the heart.